It affects, it affects not: A quasi-experiment on the transfer effect of co-branding on consumer-based brand equity of hospitality products

Asli D.A. Tasci, Basak Denizci Guillet

Research output: Journal article publicationJournal articleAcademic researchpeer-review

20 Citations (Scopus)

Abstract

Although co-branding is postulated to be beneficial for hospitality brands, empirical test of either transfer effect or spillover effect of co-branding on consumer-based brand equity (CBBE) of hospitality brands is yet to receive attention from researchers. A quasi-experiment design was applied to test the transfer effect of co-branding on the CBBE of the composite brand, controlling for the familiarity, compatibility (fitness) and complementary of the partner brands. A within-subject (repeated measures) design with four steps measuring the CBBE of internationally known and compatible hotel and restaurant brands and their co-brand, as well as respondents' own most familiar hotel and restaurant brand and their co-brand was applied in four steps to a class of 46 students enrolled for a tourism and hospitality class at a Tourism and Hotel Management School based in Asia. The t-test of differences revealed that the co-brand of the internationally known and compatible hotel and restaurant brands lead to synergy with both brands being winners and none losers, while the co-brand of respondents' own most familiar brands lead to losses mostly, despite their high ratings individually. Implications and future research suggestions are provided.
Original languageEnglish
Pages (from-to)774-782
Number of pages9
JournalInternational Journal of Hospitality Management
Volume30
Issue number4
DOIs
Publication statusPublished - 1 Dec 2011

Keywords

  • Brand equity
  • CBBE
  • Co-branding
  • Hospitality industry
  • Quasi experiment

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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