The marketing appeal of sport associations extends to sportswear brands, with the result that they are increasingly allied with fashion designer brands. Effects of such alliances are tested experimentally using price and user image as dependent variables. Among males, co-branding with a fashion designer brand generated a higher expected price for shirts bearing the sportswear logo, but adding a sportswear logo did not affect the expected price of shirts bearing a fashion designer logo. Among females, co-branding with a sportswear brand generated a lower expected price for shirts bearing a...Read more
