Datasets
Description
Datasets for experiments 1 and 2 Description The research model investigates the following hypotheses: Hypothesis 1. A co-brand is evaluated as being worse than the average of the two partnering brands. Hypothesis 2. Brand fit moderates this effect, so that high levels of brand fit attenuate the negative effect. Hypothesis 3. Brand strength moderates this effect, so that co-brands consisting of moderately strong monobrands attenuate the negative effect. Hypothesis 4. A monobrand is evaluated as being worse as after the exposure of individuals to the co-brand. Study 1 investigates H1, 2, and 4 with a representative sample of 195 Austrian consumers (stratified according to age, gender, and education). Data was collected through an online panel (Talk Online panel). Study 2 replicates the results from study 1 and investigates H3. A sample of 131 online panelists was acquired through an online panelist provider (Talk Online Panel). The sample represented the population of Austria in terms of age and gender.
Files
Steps to reproduce
Data were analyzed using SPSS using RM ANCOVAs, the MEMORE macro (experiment 1) and a mixed linear-effect model and the MEMORE macro (experiment 2)