Detangling consumer attitudes to better explain co-branding success

Document Type


Publication Date



Purpose: The purpose of this study is to examine consumer attitude toward a new type of co-branded products, which encompass attributes of high-technology and luxury. The authors named these kinds of co-branded products as “high-tech luxury co-branded products” (HLCPs). Current theoretical approaches used to study co-branding strategies cannot completely explain consumer attitude toward HLCPs. In this study, the authors apply the ABC (affect-behavior-cognition) model of attitudes (as opposed to attitude as a whole) to explore how affect and cognition drive consumer behavior toward HLCPs. Design/methodology/approach: Questionnaires were used and the respondents totaled 483 in period 1 and 331 in period 2. Respondents were collected using convenience sampling technique in one university in Spain and analyzed using structural equation modeling. Findings: The authors finding revealed that consumers use both affect and cognition simultaneously when forming an attitude toward HLCPs. Also, consumers’ perception of product fit represents a more relevant driver of consumer behavior with respect to brand fit. Appropriate theoretical and managerial implications are derived from these results. Originality/value: This study contributes to the understanding of consumers’ preferences toward high-tech luxury co-branded products.

Publication Title

Journal of Product and Brand Management

First Page Number


Last Page Number




This document is currently not available here.