As consumer demand for sustainable products grows, understanding the key determinants of co-branding success in this context is crucial for marketing practitioners. The purpose of this study was to examine how functional and symbolic brand fit influence consumer attitudes and purchase intentions toward co-branded products in the eco-friendly sportswear market, where sustainability plays a pivotal role.
This study employed a 2 (functional fit: high vs. low) × 2 (symbolic fit: high vs. low) between-subjects design. A two-way multivariate analysis of covariance tested the main and interaction effects of functional and symbolic fit on consumer behavior. Two pretests validated the manipulations, and a total of 285 US participants were randomly assigned to one of four conditions.
The findings reveal a significant interaction effect between functional and symbolic fit, demonstrating that symbolic fit can mitigate the adverse effects of low functional fit, leading to more favorable consumer responses. Specifically, even when the functional fit is low, a high symbolic fit can counterbalance negative perceptions and foster positive attitudes and purchase intentions. These results highlight the modest but meaningful role of symbolic fit in enhancing consumer acceptance of co-branded eco-friendly products, suggesting that consumers may prioritize symbolic alignment to some extent over functional compatibility.
This study provides robust empirical evidence that symbolic brand fit is a decisive factor influencing consumer attitudes and purchase intentions toward co-branded eco-friendly products. These findings underscore the primacy of shared values and identity over product similarity in shaping consumer responses, offering actionable insights for brand managers aiming to optimize co-branding strategies in sustainability-driven markets.
