Evaluation of Products In A Co-Branding Alliance

This work seeks to identify whether the evaluation of notebooks improves when there is a co-branding alliance with a strong brand and if there is any difference in the evaluation as a function of the social and economic stratum to which the consumer belongs. Three between and within-subject type experiments were carried out with 865 Brazilian undergraduate students. It was found that notebooks, both of well-known and lesser-known brands, are better evaluated when they are in a co-branding alliance. No evidence was found to support the idea that there is a difference in the assessment of respondents regarding their socio-economic class.