Journal of Brand Management

, Volume 24, Issue 4, pp 362–374 | Cite as

Effective strategies for developing meaningful names and associations for co-branded products in new and emerging markets

  • Kun Chen
  • Stephen J. NewellEmail author
  • Gang Kou
  • Lei Zhang
  • Chen Hua Li
Original Article


Studies have indicated that ingredient co-branding is beneficial to partner institutions by transferring equity from one brand to the other. However, little research has been undertaken to understand the role of meaning and order of brand names in new and emerging markets. In response, this study investigates whether new co-branded products with meaningful names and the order in which they are presented affect perceptions of brand equity. The results of a study of 528 Chinese consumers reveal that the meaningfulness of brand names, as well as brand order, significantly affect the brand equity of the ingredient branding alliance. These results provide important insights into developing more effective co-branding naming strategies for firms contemplating entry into new markets in emerging economies. Discussion, managerial implications, and avenues for future research are also discussed.


Ingredient co-branding Brand names Order effects Brand equity Emerging markets 



The authors wish to express their gratitude to anonymous reviewers for their insightful comments which helped to strengthen the quality of our paper. This research was supported by the National Science Foundation of China (Grant: 16BJY119).


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Copyright information

© Macmillan Publishers Ltd 2017

Authors and Affiliations

  • Kun Chen
    • 1
  • Stephen J. Newell
    • 2
    Email author
  • Gang Kou
    • 3
  • Lei Zhang
    • 4
  • Chen Hua Li
    • 1
  1. 1.School of Government AuditNanjing Audit UniversityNanjingChina
  2. 2.Department of Marketing, Haworth College of BusinessWestern Michigan UniversityKalamazooUSA
  3. 3.School of Business AdministrationSouthwestern University of Finance and EconomicsChengduChina
  4. 4.School of Management and Economics, Department of Business AdministrationUniversity of Electronic Science and Technology of ChinaChengduChina

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