• Journal of Korea Society of Digital Industry and Information Management
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• v.19 no.4
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• pp.155-162
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• 2023

This study analyzed the impact of negative information on co-branding, targeting co-branding consisting of a symbolic brand and a functional brand with similar brand assets. Through attribution theory, when consumers are exposed to negative information, they will infer the cause of the negative information. As a result, it was confirmed that when co-branding with a symmetrical symbolic brand and a functional brand, negative information has different effects on co-branding depending on the type. Negative information about the quality of co-branded products had a more negative impact on consumer attitudes than negative information about the iconic brand. It was confirmed that negative information about functional brands has a smaller impact than negative information about co-branding, but has a greater impact than negative information about symbolic brands. In addition, it was confirmed that negative information about the symbolic brand had a smaller negative impact on co-branding than negative information about the quality or functionality of the co-branded product.