While considerable research attention has been given to co-branding (brand alliance), empirical evidence of the success drivers remains fragmented with inconclusive findings. This meta-analysis aims to synthesize the existing research and provide a comprehensive and generalisable set of findings. It integrates data of 197 effect sizes from 37 independent studies reported in 27 articles. The findings reveal that the relationship between the partner brands has a significantly larger impact on the success of co-branding than the individual brand characteristics, and brand image fit is a relatively more important driver than product category fit and brand equity. Moderator analysis indicates that the relative importance of the relationship between brands is generalisable to the type of industry, business and co-branding strategy. This paper advances theoretical understanding in three ways: (a) it increases generalisability of existing studies by investigating the impact of theoretical, contextual, and method-related moderators on the effect sizes, (b) it brings a consensus to the equivocal findings on the importance of success drivers and (c) it identifies the knowledge gaps, and presents a future research agenda. In so doing, the paper guides practitioners by highlighting which factors to be considered and prioritised when forming a brand alliance.

中文翻译：

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联合品牌的成功驱动因素：荟萃分析

虽然已经对联合品牌（品牌联盟）给予了相当多的研究关注，但成功驱动因素的经验证据仍然支离破碎，结果尚无定论。该荟萃分析旨在综合现有研究并提供一套全面且可推广的发现。它整合了 27 篇文章中报道的 37 项独立研究的 197 个效应量的数据。研究结果表明，合作品牌之间的关系对联合品牌成功的影响比单个品牌特征要大得多，而品牌形象匹配是比产品类别匹配和品牌资产更重要的驱动因素。主持人分析表明，品牌之间关系的相对重要性可以概括为行业类型、业务类型和联合品牌战略。本文从三个方面推进了理论理解：(a) 通过调查理论、背景和方法相关的调节因素对效应大小的影响，提高了现有研究的普遍性，(b) 它对关于影响大小的模棱两可的发现达成了共识。成功驱动因素的重要性；(c) 它确定了知识差距，并提出了未来的研究议程。为此，本文通过强调在形成品牌联盟时要考虑和优先考虑的因素来指导从业者。并提出了未来的研究议程。为此，本文通过强调在形成品牌联盟时要考虑和优先考虑的因素来指导从业者。并提出了未来的研究议程。为此，本文通过强调在形成品牌联盟时要考虑和优先考虑的因素来指导从业者。