Research

RETAIL CO-BRANDS AND CONSUMERS’ ATTRIBUTIONS OF RESPONSIBILITY

Authors

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.



Casey Newmeyer



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Weatherhead School of Management
Case Western Reserve University

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