Revisiting perceptual fit in co‐branding applications

Purpose This study seeks to explore the value of using brand alliances, or co‐branding strategies, to influence consumer perceptions of new brand extensions under circumstances where the firm (parent brand) introduces new products that will be targeted to product categories within which the parent brand has a low initial degree of perceptual fit. Design/methodology/approach Data were collected through a four‐stage questionnaire administered to...