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CO-BRANDING AND SUPERIORITY JUDGMENTS: EXPLORING THE IMPACT OF CO-BRANDING ON SUPERIORITY JUDGMENTS

Abstract

Branding has been recognized for centuries and has made inroads to every industry as a means to distinguish goods and services of one producer from another. Co-branding is one of the unique tactics in brand management which can be effectively used to create strong, favorable and unique associations for a brand in customers’ mind. This research focused on the impact of co-branding on the superiority judgments of the customers. The objective of the research was to explain the nature and extent of the influence of cobranding on the superiority judgments of customers. Survey  method was used as the main research method  for the study. The study attempted to explain the problem whether there was an impact of co-branding on the superiority judgments of customers. In the identification of the impact, the study scrutinized the superiority judgments through the judgments on providing service with innovative features, benefits of the products, ease of purchasing similar products from outside, and the judgments on firm as the best solutions provider among competitors. It was recognized that co-branding exerts a moderately positive impact on judgments on the ease to purchase similar products from outside, and  benefits of products. Further, judgments on the firm as the best solutions provider have positively influenced by co-branding.  But, judgments on providing service with innovative features have turned into negative.

 

Keywords: Co-Branding, Benefits, Innovations, Superiority, Solutions

 

For full paper: fmscresearch@sjp.ac.lk


Author Biography

C.V. Rathnayake

Faculty of Management & Finance

University of Ruhuna, Sri Lanka.