While food research has paid considerable attention to the effect of brand names on brand evaluation, the role of co-branding strategies and hence simultaneous exposure to two different brand names… Click to show full abstract
While food research has paid considerable attention to the effect of brand names on brand evaluation, the role of co-branding strategies and hence simultaneous exposure to two different brand names is under-researched. Against this background, we investigated the overexpectation effect in the context of food co-branding. More specifically, we explored to what extent food co-branding can harm brand evaluations of the co-brand and the brand level of the partner. In doing so, we challenged the conventional wisdom that co-branding leads to higher brand evaluations than those of monobrands. Results from two online experiments confirmed the theoretical reasoning derived from adaptive learning models: combining two brands results in an overexpectation effect, which manifests in a decrease in levels of brand evaluation for the co-brand compared to the partnering brands before co-brand exposure. Brand strength and brand fit moderate this effect.
               
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