...Cinzia Pinello; Pasquale Massimo Picone; Arabella Mocciaro Li Destri Purpose The motivations behind co-branding alliances, the differences in performance between the paired brands and the emergence of “spillover effects” have been pillars of the marketing research agenda for almost three decades...

...Na Xiao; Seung Hwan (Mark) Lee Purpose – This paper aims to introduce brand identity (BI) fit as an important factor that influences co-branding success. Based on motivated reasoning theory, the authors propose consumer-brand (C-B) identification moderates the effect of BI fit on co-branding...