Paper Title
A Discussion Regarding The Co-Branded Services

Abstract
The issue of co-branding services has rarely been discussed by scholars: thus, this study used a survey method to investigate the effect of a co-branding strategy in the service industry. A brand pair that consumers perceived to have the highest perceived fit was identified, and four combinations of high and low brand equity were tested. Our empirical result showed that a co-branding alliance with opposite brand equities resulted in a brand equity that was between those of the individual brands. That is, co-branding receives a strong favorable effect on consumer attitudinal evaluations, when the brand partners differ in their brand value. We suggest that when a firm adopts a co-branding strategy to boost the brand value, it should choose a partner with brand equity higher than its own. Keywords- Brand equity, Co-branding, Fit, Services.