Three studies are conducted to investigate co-branding
in advertising by manipulating product and brand fit.
Polarity of brand images (positive or neutral) and the
type of ad processing (topdown versus bottom up) were
also taken into account. The results show that either
product or brand fit is sufficient to produce positive
attitudes towards the core brand in case of a high image
core brand. However, these results do not hold for core
brands with a neutral image. In that case, brands better
team up with a brand possessing high product fit and/or
a positive image instead of a similar image. pdf
