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408; Samu, Krishnan & Smith 1999, p. 57).
Co-branding also allow brands with lesser reputation to leverage on partner brands of higher reputation. The presence of higher quality brands reinforces the perception of quality to their partner brands (Rao, Qu & Ruekert 1999, p. 266). Levin, Davis and Levin (1996, pp. 298-299) in a taste-test study reported that there were improvement in product evaluations of unknown brands when a well-known branded ingredient is added.
Although co-branded products are perceived as processing "the best of all worlds" attributes which capitalize on the unique strengths of each contributing brand (Leuthesser, Kohli & Suri 2003, p...
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