Success drivers of co?branding: A meta?analysis

While considerable research attention has been given to co-branding (brand alliance), empirical evidence of the success drivers remains fragmented with inconclusive findings. This meta-analysis aims synthesize existing and provide a comprehensive generalisable set It integrates data 197 effect sizes from 37 independent studies reported in 27 articles. The findings reveal that relationship between partner brands significantly larger impact on than individual brand characteristics, image fit is relatively more important driver product category equity. Moderator analysis indicates relative importance type industry, business strategy. paper advances theoretical understanding three ways: (a) it increases generalisability by investigating theoretical, contextual, method-related moderators sizes, (b) brings consensus equivocal (c) identifies knowledge gaps, presents future agenda. In so doing, guides practitioners highlighting which factors be considered prioritised when forming alliance.