Abstract
Using a Balance Theory framework, we examine the effect of fit (cognitive unit U balance) and consumer attitudes (sentiment relations) among partners within a triadic co-branding partnership (celebrity, brand, and charity) on consumer advertisement attitudes and behavioural intentions. Extending Balance Theory, we distinguish between two types of sentiment imbalance, namely, positively dominated imbalance (attitude towards two of the three partners is positive) and negatively dominated imbalance (attitude towards two of the three partners is negative). The results of Study 1 show that ad-based attitudinal judgements are enhanced when a fit is achieved among the three co-branding partners, resulting in greater likelihood of purchase. The findings from Study 2 show that when negatively dominated imbalance is experienced, negative ad-based attitudes mirror those of a consistent, yet negative sentiment state. Study 2 also illustrates that attitudinal judgements and subsequent purchase intentions are significantly more positive when a negative sentiment is held towards one partner within a triadic co-branding situation (positively dominated sentiment imbalance). The results of our study suggest that brands are able to overcome negative consumer attitudes by pairing with both a celebrity and a charity to which consumers feel positive sentiments, thus creating a positively dominated imbalanced situation and enhancing ad attitudes and behavioural intentions.
Similar content being viewed by others
References
Anderson, N.H. (1965) Averaging versus adding as a stimulus-combination rule in impression formation. Journal of Personality and Social Psychology 2 (4): 1–9.
Anderson, J. (1983) Language, Memory, and Thought. Hillsdale, NJ: Lawrence Erlbaum Associates.
Basil, D.Z. and Herr, P.M. (2006) Attitudinal balance and cause-related marketing: An empirical application of balance theory. Journal of Consumer Psychology 16 (4): 391–403.
Basuroy, S., Chatterjee, S. and Ravid, A.S. (2003) How critical are critical reviews? The box office effects of film critics, star power, and budgets. Journal of Marketing 67 (4): 103–117.
Batra, R. and Homer, P.M. (2004) The situational impact of brand image beliefs. Journal of Consumer Psychology 14 (3): 318–330.
Becker-Olsen, K.L., Cudmore, A.B. and Hill, R.P. (2006) The impact of perceived corporate social responsibility on consumer behaviour. Journal of Business Research 59 (1): 46–53.
Bigne, E., Curras-Perez, R. and Aldas-Manzano, J. (2012) Dual nature of cause-brand fit: Influence on corporate social responsibility consumer perception. European Journal of Marketing 46 (3/4): 575–594.
Choi, S.M. and Rifon, N.J. (2012) It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing 29 (9): 639–650.
Chowdhury, T.G. and Khare, A. (2011) Matching a cause with self-schema: The moderating effect on brand preferences. Psychology & Marketing 28 (8): 825–842.
Cohen, J. (2013) Statistical Power Analysis for the Behavioral Sciences. New York: Routledge Academic.
Collins, A. and Loftus, E. (1975) A spreading-activation theory of semantic processing. Psychological Review 82 (6): 407–428.
Dickinson, S. and Barker, A. (2007) Evaluations of branding alliances between non-profit and commercial brand partners: The transfer of affect. International Journal of Nonprofit and Voluntary Sector Marketing 12 (1): 75–89.
Dickinson, S. and Heath, T. (2006) A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings. The Journal of Brand Management 13 (6): 393–406.
Grossman, R.P. (1997) Co-branding in advertising: Developing effective associations. Journal of Product and Brand Management 6 (3): 191–201.
Gupta, S. and Pirsch, J. (2006) The company-cause-customer fit decision in cause-related marketing. Journal of Consumer Marketing 23 (6): 314–326.
Gwinner, K.P. and Eaton, J. (1999) Building brand image through event sponsorship: The role of image transfer. Journal of Advertising 28 (4): 47–57.
Hayes, A.F. (2012) Process: A versatile computational tool for observed variables mediation, moderation and conditional process modelling, http://www.personal.psu.edu/jxb14/M554/articles/process2012.pdf.
Heider, F. (1958) The Psychology of Interpersonal Relations. New York: Wiley.
Helmig, B., Huber, J. and Leeflang, P. (2007) Explaining behavioural intentions toward co-branded products. Journal of Marketing Management 23 (3/4): 285–304.
Horne, S. and Worthington, S. (1999) The affinity credit card relationship: Can it really be mutually beneficial? Journal of Marketing Management 15 (7): 603–616.
Ilicic, J. and Baxter, S.M. (2014) Fit in celebrity – Charity alliances: When perceived celanthropy benefits nonprofit organisations. Journal of Nonprofit and Public Sector 19 (3): 200–208.
Ilicic, J. and Webster, C.M. (2013) Celebrity co-branding partners as irrelevant brand information in advertisements. Journal of Business Research 66 (7): 941–947.
Ilicic, J. and Webster, C.M. (2014) Eclipsing: When celebrities overshadow the brand. Psychology & Marketing 31 (11): 1040–1050.
Ito, T.A., Larsen, J.T., Smith, K.N. and Cacioppo, J.T. (1998) Negative information weighs more heavily on the brain: The negativity bias in evaluative categorizations. Journal of Personality and Social Psychology 75 (4): 887.
Kamins, M.A. (1990) An investigation into the ‘match-up’ hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising 19 (1): 4–13.
Kamins, M.A. and Gupta, K. (1994) Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing 11 (6): 569–586.
Lafferty, B.A., Goldsmith, R.E. and Hult, G.T.M. (2004) The impact of the alliance on the partners: A look at cause – Brand alliances. Psychology & Marketing 21 (7): 509–531.
Lynch, J. and Schuler, D. (1994) The matchup effect of spokesperson and product congruency: A schema theory interpretation. Psychology & Marketing 11 (5): 417–445.
Martindale, C. (1991) Cognitive Psychology: A Neuralnetwork Approach. California: Brooks/Cole Publishing.
Misra, S. and Beatty, S. (1990) Celebrity spokesperson and brand congruence: An assessment of recall and affect. Journal of Business Research 2 (2): 159–173.
Mitchell, A.A. and Olson, J.C. (1981) Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research 18 (August): 318–332.
Nan, X. and Heo, K. (2007) Consumer responses to corporate social responsibility (CSR) initiatives: Examining the role of brand-cause fit in cause-related marketing. Journal of Advertising 36 (2): 63–74.
Ohanian, R. (1990) Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising 19 (3): 39–52.
Ohanian, R. (1991) The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research 31 (1): 46–54.
Pracejus, J.W. and Olsen, G.D. (2004) The role of brand/cause fit in the effectiveness of cause-related marketing campaigns. Journal of Business Research 57 (6): 635–640.
Preacher, K.J., Rucker, D.D. and Hayes, A.F. (2007) Assessing moderated mediation hypotheses: Theory, methods and prescriptions. Multivariate Bahavioral Research 42 (1): 185–227.
Rifon, N.J., Choi, S.M., Trimble, C.S. and Li, H. (2004) Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising 33 (1): 30–42.
Ross, J.K., Patterson, L.T. and Stutts, M.A. (1992) Consumer perceptions of organizations that use cause-related marketing. Journal of the Academy of Marketing Science 20 (1): 93–97.
Samu, S. and Wymer, W. (2009) The effect of fit and dominance in cause marketing communications. Journal of Business Research 62 (4): 432–440.
Seno, D. and Lukas, B. (2007) The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective. European Journal of Marketing 41 (1/2): 121–134.
Simmons, C.J. and Becker-Olsen, K.L. (2006) Achieving marketing objectives through social sponsorships. Journal of Marketing 70 (4): 154–169.
Simonin, B.L. and Ruth, J.A. (1998) Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research 35 (1): 30–42.
Shimp, T.A. (1981) Attitude toward the ad as a mediator of consumer brand choice. Journal of Advertising 10 (2): 9–15.
Thomson, M. (2006) Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing 70 (3): 104–119.
Thompson, K. and Strutton, D. (2012) Revisiting perceptual fit in co-branding applications. Journal of Product & Brand Management 21 (1): 15–25.
Till, B.D. and Busler, M. (1998) Matching products with endorsers: Attractiveness versus expertise. Journal of Consumer Marketing 15 (6): 576–586.
Till, B.D. and Busler, M. (2000) The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising 14 (3): 1–13.
Till, B.D., Stanley, S.M. and Priluck, R. (2008) Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology & Marketing 25 (2): 179–196.
Trimble, C.S. and Rifon, N.J. (2006) Consumer perceptions of compatibility in cause-related marketing messages. International Journal of Nonprofit and Voluntary Sector Marketing 11 (1): 29–47.
Webb, D.J. and Mohr, L.A. (1998) A typology of consumer responses to cause-related marketing: From skeptics to socially concerned. Journal of Public Policy & Marketing 17 (2): 226–238.
Woodside, A.G. (2004) Advancing means – End chains by incorporating Heider’s balance theory and Fournier’s consumer – Brand relationship typology. Psychology & Marketing 21 (4): 279–294.
Acknowledgements
The authors thank the Faculty of Business and Law, The University of Newcastle, Australia, for sponsoring this study.
Author information
Authors and Affiliations
Corresponding author
Appendix
Appendix
Rights and permissions
About this article
Cite this article
Baxter, S., Ilicic, J. Three’s company: Investigating cognitive and sentiment unit imbalance in co-branding partnerships. J Brand Manag 22, 281–298 (2015). https://doi.org/10.1057/bm.2015.7
Received:
Revised:
Published:
Issue Date:
DOI: https://doi.org/10.1057/bm.2015.7