publication summary

Summary

Alliances Between Corporate and Fair Trade Brands: Examining the Antecedents of Overall Evaluation of the Co-branded Product

By Sénéchal, Georges, and Pernin

This research investigates the potential for a
‘‘fair’’ co-branding operation. A major corporate brand is
fictitiously allied with a Fair Trade labelling organization
brand. The sample for the study is composed of 540
respondents, representative of the French population. By
considering commercial brands and Fair Trade labels as
dissimilar in terms of customers’ perceived Fair Trade
orientations, this article studies (1) how this lack of similarity
impacts perceived congruence between both entities
(i.e. perceived relevancy and expectancy of the alliance)
and (2) how prior brand attitudes and congruence influence
customers’ evaluation of the co-branded product. The
results of this research demonstrate that: (1) Consumer
prior brand attitudes toward the partner brands influence
very little customers’ evaluation. (2) Perceived similarity
of the partner brands has a strong influence toward congruence
of the co-branding operation. Results also indicate
that congruence (measured as relevancy and expectancy)
has a strong influence upon customers’ evaluation. (3) An
inverted U-shaped relationship exists between perceived
similarity and relevancy of the alliance, and between
expectancy and customers’ evaluation. The results obtained
through the test of a partial least square model, and
inverted U-shaped hypothesis, represent a new insight into
co-branding theory. The high discursive power of fair cobranding
is a key issue: the corporate brand provides the
alliance with its leading position, while the Fair Trade
brand provides the ethical attribute.

Year
2014  
Title
Alliances Between Corporate and Fair Trade Brands: Examining the Antecedents of Overall Evaluation of the Co-branded Product  
Journal
Journal of business ethics  
Volume
124  
Issue
3  
Pages
365-381  
Language
English  
Type
Journal  
Academic Publication
yes  

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