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Abstract It has been widely proved that alliance fitness is the key determinant of brand alliance effect. However, little is known about how fitness affects the evaluation of co-branding. Based on Keller’s (1993) classic brand association model, this paper identifies the meaning of alliance fitness and puts forward a two-dimension structure for fitness, then tests the effectiveness of the structure and its impact on co-branding evaluation with experimental approach. Results indicate that alliance fitness consists of two dimensions, namely product feature complementation and brand image congruence, and both dimensions have a positive influence on the evaluation of co-branding, while the way and results of the impact differ between them.
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Received: 28 January 2010
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2010, Vol. 1 
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