Philile Thusi

Abstract

Co-branding is a brand partnership that joins two or more brands in a short- or long-term arrangement that involves using multiple brand names, logos or features for the same product. The emergence of the co-brands within the sports industry calls for research into understanding the drivers of consumer decisions. Hence, this study aims to examine the driver of factors influencing sports co-brand consideration. A total of 250 responses were obtained from South African sports consumers. Quantitative research was the chosen research method, with a questionnaire as a data collection tool. Data was processed and analysed using SPSS and structural equation modelling. The study demonstrates that perceived uniqueness, perceived quality, and perceived value significantly influence consumers’ co-brand consideration for sport products. The study’s findings are significant to the sports industry in South Africa and can be used as the basis to establish effective co-brands. Co-branded sports goods marketers targeting South African consumers can utilise these findings. Co-branding partnerships should focus on generating unique and exclusive items that stand out in the market. Unique collaborations can stimulate consumer interest and consideration. Marketers should emphasise what differentiates their co-branded products from other offerings on the market.