Intangibility as a determinant of consumer evaluation of co-branded services

Co-branding as a brand management strategy has become increasingly popular in recent years. However there are no studies on how consumers evaluate services co-brands, even though it is widely accepted that services have attributes that are different to tangible products. This study is the first to investigate consumer perceptions of co-branding in the services context. Employing a quasi-experimental design, the study examines the impact of intangibility on consumer evaluation of services co-brands. The results show that intangibility has an impact on consumer evaluations of the co-brands, as a consequence of the differences between higher and lower perceptions of co-brands‘ intangibility.