Effect of cobranding on consumer product evaluations

Cobranding, in which a product features more than one brand name, is being used increasingly by marketers. This paper uses current process models of attitude formation and change as an overall framework to discuss two important and interrelated issues with respect to cobranding: 1) how does cobranding influence consumer brand evaluations 2) and under what conditions is cobranding a useful brand strategy to adopt. The paper identifies and discusses the specific processes by which cobranding influences consumer product evaluations. This discussion is used to generate managerially relevant propositions about when cobranding will be an effective strategy to adopt.