RETAIL CO-BRANDS AND CONSUMERS’ ATTRIBUTIONS OF RESPONSIBILITY

RETAIL CO-BRANDS AND CONSUMERS’ ATTRIBUTIONS OF RESPONSIBILITY

Authors

• Casey Newmeyer
• Julie Ruth

Abstract

Co-brands vary by the degree to which partners’ contributions are integrated in form and function. In the context of co-development versus co-location, we investigate the effect of integration on consumer attributions of responsibility. Our results show that co-brand integration has asymmetric effects on retailer versus product brands.