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NGO–For-Profit Co-Branding as a Credibility Boost: An Experimental Study on Brand Attitudes and Purchase Intention for Co-Branded Green Products

Holzleitner, Emma LU and Hausleitner, Victoria Sophie LU (2025) BUSN39 20251
Department of Business Administration
Abstract
Purpose:
As greenwashing becomes an increasingly prevalent concern in the sustainability
industry, the pressure of organizations to be perceived as credible is rising. One strategic
approach to enhance perceived credibility is through collaboration with a non-governmental
organization (NGO). This study aims to examine the impact of NGO–For-Profit co-branding
on the brand attitude of both the for-profit brand and the NGO as well as the purchase intention
for the co-branded green product. Additionally, the moderating effect of prior green marketing
initiatives as well as the mediating role of the perceived credibility of the for-profit brand and
the NGO are analyzed.

Methodology:
This thesis employs a quantitative experimental... (More)
Purpose:
As greenwashing becomes an increasingly prevalent concern in the sustainability
industry, the pressure of organizations to be perceived as credible is rising. One strategic
approach to enhance perceived credibility is through collaboration with a non-governmental
organization (NGO). This study aims to examine the impact of NGO–For-Profit co-branding
on the brand attitude of both the for-profit brand and the NGO as well as the purchase intention
for the co-branded green product. Additionally, the moderating effect of prior green marketing
initiatives as well as the mediating role of the perceived credibility of the for-profit brand and
the NGO are analyzed.

Methodology:
This thesis employs a quantitative experimental design, which has been carried
out with the help of an online survey. A 2x2 factorial design was implemented to compare the
conditions with and without co-branding for both green and non-green brands.

Findings:
The results indicate that NGO–For-Profit co-branding does not significantly affect
brand attitudes towards either the for-profit brand or the NGO. Yet, it was found that the
purchase intention for a co-branded green product increased significantly in the co-branding
conditions. Neither the brand attitudes nor the purchase intention for the co-branded green
product are moderated by the for-profit brand’s prior green marketing initiatives. Additionally,
the results indicate that the relationship between NGO–For-Profit co-branding and the brand
attitudes is mediated by the perceived credibility of both the for-profit brand and the NGO, such
that co-branding increases the perceived credibility, which in turn enhances the brand attitudes.

Theoretical Contributions:
The findings both extend and challenge existing co-branding
literature. The widely held assumption that changes in brand attitude are a prerequisite for
purchase intention is questioned. In relation to signaling theory, co-branding enhances the
perceived credibility of the NGO, which contradicts previous findings. Additionally, regarding
the spillover effect, the results indicate that positive brand attributes transfer more strongly to
the co-branded product than between the individual partner brands.

Practical Contributions:
For brand managers of both for-profit brands as well as NGOs, the
findings highlight the strategic value of NGO–For-Profit co-branding in significantly increasing
purchase intention for co-branded green products. This applies regardless of the for-profit
brand’s prior green marketing initiatives. Furthermore, the results benefit policymakers in a
way that NGO–For-Profit partnerships serve as an effective tool to promote sustainable
consumption, aligning with broader environmental and societal goals. (Less)
Please use this url to cite or link to this publication:
author
Holzleitner, Emma LU and Hausleitner, Victoria Sophie LU
supervisor
organization
course
BUSN39 20251
year
type
H1 - Master's Degree (One Year)
subject
keywords
Co-Branding, NGO Collaborations, Brand Credibility, Green Brands, Green Marketing
language
English
id
9209167
date added to LUP
2025-09-17 10:19:58
date last changed
2025-09-17 10:19:58
@misc{9209167,
  abstract     = {{Purpose: 
As greenwashing becomes an increasingly prevalent concern in the sustainability
industry, the pressure of organizations to be perceived as credible is rising. One strategic
approach to enhance perceived credibility is through collaboration with a non-governmental
organization (NGO). This study aims to examine the impact of NGO–For-Profit co-branding
on the brand attitude of both the for-profit brand and the NGO as well as the purchase intention
for the co-branded green product. Additionally, the moderating effect of prior green marketing
initiatives as well as the mediating role of the perceived credibility of the for-profit brand and
the NGO are analyzed.

Methodology: 
This thesis employs a quantitative experimental design, which has been carried
out with the help of an online survey. A 2x2 factorial design was implemented to compare the
conditions with and without co-branding for both green and non-green brands.

Findings: 
The results indicate that NGO–For-Profit co-branding does not significantly affect
brand attitudes towards either the for-profit brand or the NGO. Yet, it was found that the
purchase intention for a co-branded green product increased significantly in the co-branding
conditions. Neither the brand attitudes nor the purchase intention for the co-branded green
product are moderated by the for-profit brand’s prior green marketing initiatives. Additionally,
the results indicate that the relationship between NGO–For-Profit co-branding and the brand
attitudes is mediated by the perceived credibility of both the for-profit brand and the NGO, such
that co-branding increases the perceived credibility, which in turn enhances the brand attitudes.

Theoretical Contributions: 
The findings both extend and challenge existing co-branding
literature. The widely held assumption that changes in brand attitude are a prerequisite for
purchase intention is questioned. In relation to signaling theory, co-branding enhances the
perceived credibility of the NGO, which contradicts previous findings. Additionally, regarding
the spillover effect, the results indicate that positive brand attributes transfer more strongly to
the co-branded product than between the individual partner brands.

Practical Contributions: 
For brand managers of both for-profit brands as well as NGOs, the
findings highlight the strategic value of NGO–For-Profit co-branding in significantly increasing
purchase intention for co-branded green products. This applies regardless of the for-profit
brand’s prior green marketing initiatives. Furthermore, the results benefit policymakers in a
way that NGO–For-Profit partnerships serve as an effective tool to promote sustainable
consumption, aligning with broader environmental and societal goals.}},
  author       = {{Holzleitner, Emma and Hausleitner, Victoria Sophie}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{NGO–For-Profit Co-Branding as a Credibility Boost: An Experimental Study on Brand Attitudes and Purchase Intention for Co-Branded Green Products}},
  year         = {{2025}},
}