Using Multi-attribute Utility Theory to Rank and Select Co-branding Partners

As many companies seek growth through the extension of new markets, co-branding strategy provides an avenue to provide signals of quality and image as successful brands. In the last decade, co-branding and other cooperative brand activities have seen a 40% annual growth. The present study utilizes big five model of brand personality concept to explore the potential co-branding partners by employing multi-attribute utility theory (MAUT) to estimate and rank utilities for possible partners from big five model. This work attempts to demonstrate the proof-of-concept of our approach for a company in determining a beneficial and supportive co-branding partner.