Co-Branding: Fit Factors between Partner Brands

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Focusing on co-branding ventures, this thesis explores how the perceived fit between partner brands influences consumer evaluations of co-branded offerings. It highlights the significance of brand compatibility and identifies key factors that contribute to this perception, such as price level, target demographics, and product categories. Despite existing research on the positive effects of brand fit, this study addresses the gap in understanding what specifically leads consumers to perceive a fit between brands in collaborative marketing efforts.