Abstract:

When host brand co-branding with ingredient brand, consumers will face multiple information cues. Thus, finding the right strategy to guide the consumer information processing and to obtain higher product evaluation is particularly important. Through two experiments, the authors show that, under far extension condition, top-down processing strategy is better, under near extension condition, bottom-up processing strategy is better. These findings have important implications for business practices.

Key words: brand attitude, brand beliefs, processing strategies, extension distances, ingredient brand