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Results of the study<br />
• if people see a fit between two brands, as for instance<br />
Marriot and Burberry, this does not guarantee that consumer<br />
like this combination<br />
• familiarity of a brand plays an important role. If customers<br />
are familiar with a brand they find it compatible with another<br />
brand they know, even if these brands are different with<br />
regard to quality offered an the price.<br />
• so the better a brand is known by people, the more they like<br />
the co-branded counterpart.<br />
based on Tasci & Denizci (2010)
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