A comparison of the feedback effect of brand extension and co-branding strategies

Rico Piehler; Michael Schade; Marius Diegel; Christoph Burmann

A comparison of the feedback effect of brand extension and co-branding strategies

Rico Piehler, Michael Schade, Marius Diegel, Christoph Burmann

Department of Marketing

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract › peer-review

Abstract

This paper investigates if a brand extension or co-branding strategy is more effective for brands extending their business into unrelated product categories. The study examines the feedback effect on the brand for current and potential customers with high and low involvement in the new category. Based on signalling, categorisation and schema theory, this study assumes that a co-branding strategy is more suitable regarding the feedback effect on the brand than a brand extension strategy. The context of the investigation is the sports industry, particularly professional football clubs entering the esports domain to acquire new target groups. An online experiment with 1,482 potential and current fans of two German Football League clubs reveals that the co-branding strategy affects the sports club brand image more than the brand extension strategy. The results show that the co-branding strategy positively affects potential customers without alienating the brand’s current customers.

Original language	English
Title of host publication	Something different: ANZMAC 2021
Subtitle of host publication	Conference Proceedings
Editors	Liliana L. Bove, Simon J. Bell, Abraham Hito
Place of Publication	Melbourne
Publisher	The University of Melbourne
Pages	411
Number of pages	1
Publication status	Published - 2021
Event	Australian and New Zealand Marketing Academy Conference (ANZMAC 2021): Something Different - Melbourne, Australia Duration: 29 Nov 2021 → 1 Dec 2021 https://www.anzmac2021.com/

Publication series

Name	ANZMAC Conference Proceedings
ISSN (Print)	1447-3275

Conference

Conference	Australian and New Zealand Marketing Academy Conference (ANZMAC 2021)
Country/Territory	Australia
City	Melbourne
Period	29/11/21 → 1/12/21
Internet address	https://www.anzmac2021.com/

Keywords

Brand extension
Co-branding
Feedback effect

Cite this

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title = "A comparison of the feedback effect of brand extension and co-branding strategies",

abstract = "This paper investigates if a brand extension or co-branding strategy is more effective for brands extending their business into unrelated product categories. The study examines the feedback effect on the brand for current and potential customers with high and low involvement in the new category. Based on signalling, categorisation and schema theory, this study assumes that a co-branding strategy is more suitable regarding the feedback effect on the brand than a brand extension strategy. The context of the investigation is the sports industry, particularly professional football clubs entering the esports domain to acquire new target groups. An online experiment with 1,482 potential and current fans of two German Football League clubs reveals that the co-branding strategy affects the sports club brand image more than the brand extension strategy. The results show that the co-branding strategy positively affects potential customers without alienating the brand{\textquoteright}s current customers.",

keywords = "Brand extension, Co-branding, Feedback effect",

author = "Rico Piehler and Michael Schade and Marius Diegel and Christoph Burmann",

year = "2021",

language = "English",

series = "ANZMAC Conference Proceedings",

publisher = "The University of Melbourne",

pages = "411",

editor = "Bove, {Liliana L.} and Bell, {Simon J.} and Abraham Hito",

booktitle = "Something different: ANZMAC 2021",

note = "Australian and New Zealand Marketing Academy Conference (ANZMAC 2021) : Something Different ; Conference date: 29-11-2021 Through 01-12-2021",

url = "https://www.anzmac2021.com/",

}

Piehler, R, Schade, M, Diegel, M & Burmann, C 2021, A comparison of the feedback effect of brand extension and co-branding strategies. in LL Bove, SJ Bell & A Hito (eds), Something different: ANZMAC 2021: Conference Proceedings. ANZMAC Conference Proceedings, The University of Melbourne, Melbourne, pp. 411, Australian and New Zealand Marketing Academy Conference (ANZMAC 2021), Melbourne, Victoria, Australia, 29/11/21.

A comparison of the feedback effect of brand extension and co-branding strategies. / Piehler, Rico; Schade, Michael; Diegel, Marius et al.
Something different: ANZMAC 2021: Conference Proceedings. ed. / Liliana L. Bove; Simon J. Bell; Abraham Hito. Melbourne: The University of Melbourne, 2021. p. 411 (ANZMAC Conference Proceedings).

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract › peer-review

TY - CHAP

T1 - A comparison of the feedback effect of brand extension and co-branding strategies

AU - Piehler, Rico

AU - Schade, Michael

AU - Diegel, Marius

AU - Burmann, Christoph

PY - 2021

Y1 - 2021

N2 - This paper investigates if a brand extension or co-branding strategy is more effective for brands extending their business into unrelated product categories. The study examines the feedback effect on the brand for current and potential customers with high and low involvement in the new category. Based on signalling, categorisation and schema theory, this study assumes that a co-branding strategy is more suitable regarding the feedback effect on the brand than a brand extension strategy. The context of the investigation is the sports industry, particularly professional football clubs entering the esports domain to acquire new target groups. An online experiment with 1,482 potential and current fans of two German Football League clubs reveals that the co-branding strategy affects the sports club brand image more than the brand extension strategy. The results show that the co-branding strategy positively affects potential customers without alienating the brand’s current customers.

AB - This paper investigates if a brand extension or co-branding strategy is more effective for brands extending their business into unrelated product categories. The study examines the feedback effect on the brand for current and potential customers with high and low involvement in the new category. Based on signalling, categorisation and schema theory, this study assumes that a co-branding strategy is more suitable regarding the feedback effect on the brand than a brand extension strategy. The context of the investigation is the sports industry, particularly professional football clubs entering the esports domain to acquire new target groups. An online experiment with 1,482 potential and current fans of two German Football League clubs reveals that the co-branding strategy affects the sports club brand image more than the brand extension strategy. The results show that the co-branding strategy positively affects potential customers without alienating the brand’s current customers.

KW - Brand extension

KW - Co-branding

KW - Feedback effect

UR - http://hdl.handle.net/11343/297492

M3 - Conference abstract

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SP - 411

BT - Something different: ANZMAC 2021

A2 - Bove, Liliana L.

A2 - Bell, Simon J.

A2 - Hito, Abraham

PB - The University of Melbourne

CY - Melbourne

T2 - Australian and New Zealand Marketing Academy Conference (ANZMAC 2021)

Y2 - 29 November 2021 through 1 December 2021

ER -

A comparison of the feedback effect of brand extension and co-branding strategies

Abstract

Publication series

Conference

Keywords

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Fingerprint

Best Paper in Track Award – International Marketing & Strategy

Cite this

A comparison of the feedback effect of brand extension and co-branding strategies

Abstract

Publication series

Conference

Keywords

Other files and links

Fingerprint

Prizes

Best Paper in Track Award – International Marketing & Strategy

Cite this