Managing feedback effects: co-branded vs. non-co-branded extensions

Fabian Kraus; Michael Schade; Rico Piehler; Marius Diegel; Christoph Burmann

Managing feedback effects: co-branded vs. non-co-branded extensions

Fabian Kraus, Michael Schade, Rico Piehler, Marius Diegel, Christoph Burmann

Department of Marketing

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

Abstract

Category extensions can enhance the likelihood of new product acceptance and indirectly influence attitudes toward the existing brand through feedback effects. This study investigates how two category extension strategies (non-co-branded and co-branded) impact the feedback effect on the existing brand, differentiating between new and current customers. Using an experimental design (n = 774), we examine a category extension by a sports team brand (soccer club Borussia Mönchengladbach) into e-sports (League of Legends). Our results reveal that for new customers, a category extension without a co-brand does not affect their attitude towards the existing brand, while the inclusion of a co-brand (e-sports brand Fnatic) results in a positive attitude change. In contrast, for current customers, the category extension reduces their attitude towards the existing brand without a co-brand, while a co-branded extension strategy mitigates the negative feedback effect.

Original language	English
Title of host publication	EMAC 2025
Subtitle of host publication	Proceedings of the 54th European Marketing Academy Annual Conference
Place of Publication	Madrid, Spain
Publisher	European Marketing Academy
Number of pages	1
Publication status	Published - 27 May 2025
Event	European Marketing Academy (EMAC) Spring Conference 2025: Human and Smart Marketing: Understanding and Enhancing Our Future - ESIC University, Madrid, Spain Duration: 25 May 2025 → 30 May 2025 Conference number: 54 https://www.emac2025conference.org/r/default.asp?iId=JJGKLD

Conference

Conference	European Marketing Academy (EMAC) Spring Conference 2025
Country/Territory	Spain
City	Madrid
Period	25/05/25 → 30/05/25
Internet address	https://www.emac2025conference.org/r/default.asp?iId=JJGKLD

Keywords

Brand extension
Co-branding
Enabler

Access to Document

https://proceedings.emac-online.org/pdfs/A2025-125824.pdf

Cite this

@inbook{d0679aff620f44cfa88b1e48f18eec0b,

title = "Managing feedback effects: co-branded vs. non-co-branded extensions",

abstract = "Category extensions can enhance the likelihood of new product acceptance and indirectly influence attitudes toward the existing brand through feedback effects. This study investigates how two category extension strategies (non-co-branded and co-branded) impact the feedback effect on the existing brand, differentiating between new and current customers. Using an experimental design (n = 774), we examine a category extension by a sports team brand (soccer club Borussia M{\"o}nchengladbach) into e-sports (League of Legends). Our results reveal that for new customers, a category extension without a co-brand does not affect their attitude towards the existing brand, while the inclusion of a co-brand (e-sports brand Fnatic) results in a positive attitude change. In contrast, for current customers, the category extension reduces their attitude towards the existing brand without a co-brand, while a co-branded extension strategy mitigates the negative feedback effect.",

keywords = "Brand extension, Co-branding, Enabler",

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

year = "2025",

month = may,

day = "27",

language = "English",

booktitle = "EMAC 2025",

publisher = "European Marketing Academy",

note = "European Marketing Academy (EMAC) Spring Conference 2025 : Human and Smart Marketing: Understanding and Enhancing Our Future ; Conference date: 25-05-2025 Through 30-05-2025",

url = "https://www.emac2025conference.org/r/default.asp?iId=JJGKLD",

}

Kraus, F, Schade, M, Piehler, R, Diegel, M & Burmann, C 2025, Managing feedback effects: co-branded vs. non-co-branded extensions. in EMAC 2025: Proceedings of the 54th European Marketing Academy Annual Conference. European Marketing Academy, Madrid, Spain, European Marketing Academy (EMAC) Spring Conference 2025, Madrid, Spain, 25/05/25. <https://proceedings.emac-online.org/pdfs/A2025-125824.pdf>

TY - CHAP

T1 - Managing feedback effects

T2 - European Marketing Academy (EMAC) Spring Conference 2025

AU - Kraus, Fabian

AU - Schade, Michael

AU - Piehler, Rico

AU - Diegel, Marius

AU - Burmann, Christoph

N1 - Conference code: 54

PY - 2025/5/27

Y1 - 2025/5/27

N2 - Category extensions can enhance the likelihood of new product acceptance and indirectly influence attitudes toward the existing brand through feedback effects. This study investigates how two category extension strategies (non-co-branded and co-branded) impact the feedback effect on the existing brand, differentiating between new and current customers. Using an experimental design (n = 774), we examine a category extension by a sports team brand (soccer club Borussia Mönchengladbach) into e-sports (League of Legends). Our results reveal that for new customers, a category extension without a co-brand does not affect their attitude towards the existing brand, while the inclusion of a co-brand (e-sports brand Fnatic) results in a positive attitude change. In contrast, for current customers, the category extension reduces their attitude towards the existing brand without a co-brand, while a co-branded extension strategy mitigates the negative feedback effect.

AB - Category extensions can enhance the likelihood of new product acceptance and indirectly influence attitudes toward the existing brand through feedback effects. This study investigates how two category extension strategies (non-co-branded and co-branded) impact the feedback effect on the existing brand, differentiating between new and current customers. Using an experimental design (n = 774), we examine a category extension by a sports team brand (soccer club Borussia Mönchengladbach) into e-sports (League of Legends). Our results reveal that for new customers, a category extension without a co-brand does not affect their attitude towards the existing brand, while the inclusion of a co-brand (e-sports brand Fnatic) results in a positive attitude change. In contrast, for current customers, the category extension reduces their attitude towards the existing brand without a co-brand, while a co-branded extension strategy mitigates the negative feedback effect.

KW - Brand extension

KW - Co-branding

KW - Enabler

M3 - Conference abstract

BT - EMAC 2025

PB - European Marketing Academy

CY - Madrid, Spain

Y2 - 25 May 2025 through 30 May 2025

ER -

Managing feedback effects: co-branded vs. non-co-branded extensions

Abstract

Conference

Keywords

Access to Document

Fingerprint

Cite this