The purpose of this conceptual paper is to develop an understanding the role of consumer evaluation of hotel restaurant co-branding and consider how this impacts intention to purchase. Developed from the existing co-branding literature, a conceptual model of hotel-restaurant co-branding is provided. This model describes the relationship between consumer perceived risk and perceived value and their influence on consumer intention to purchase. The outcomes of the consumer evaluation of hotel restaurant co-branding are influenced by both consumer characteristics and the nature of the brand alliance. From the consumer perspective an important influential factor is the involvement with the brands (consumer accumulated brand knowledge) which is developed from past experience. The nature of the brand alliance and the consistency of brand extension attributes are also factors that influence the consumer evaluation outcome.
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