Impacto do Co-branding entre o Cantor Jão e Marcas de Chocolate na Percepção de Valor da Marca: Um Quase-Experimento

Abstract

This study aims to investigate the impact of co-branding between the singer Jão and different brands in the food sector on consumers' perception of brand value. Based on a quasi-experiment, stimuli were applied using Instagram posts that varied between the presence and absence of the singer as an endorser. The analyzed dimensions of brand value included awareness, image, perceived quality, exclusivity, loyalty, and willingness to pay a premium price. The results, obtained through Multivariate Analysis of Covariance, indicated that co-branding with singer Jão had significant effects, especially on perceived quality and exclusivity. Furthermore, it was found that brand strength exerts a direct positive effect on several dimensions of brand value, regardless of the presence of the endorser. Thus, it is concluded that co-branding with popular personalities, such as singer Jão, is an effective strategy to increase the perceived brand value in the food sector, contributing to its recognition, engagement, and market competitiveness. This study provides academic and managerial contributions by exploring a topic rarely investigated in the Brazilian context, offering insights for managers on the benefits of using endorsers in marketing strategies.