Publication Type
Journal Article
Version
acceptedVersion
Publication Date
1-2026
Abstract
The current research focuses on the overlooked spillover implications of brand collaboration on downstream consumer decisions. The authors propose that brand collaborations create a broader consumer mindset, which can inadvertently encourage choices beyond the brand franchise. The authors identify collectionist behavior (i.e., the tendency to collect items from specific product lines) and time-induced construal level as moderators of this unintended negative downside effect. A retail field study and five laboratory experiments provide evidence for the effect, the underlying mindset mediator and the moderating conditions. We recommend that retailers and brand owners assess both positive and negative outcomes of brand collaborations for their business and brands. Finally, we call for further research to examine the consequences of brand collaborations on the entire brand franchise, beyond their immediate effects on brand-collaboration products.
Keywords
Brand collaboration, Cognitive mindset, Construal level, Decision-making, Preannouncement, Retailer brand
Discipline
Marketing | Sales and Merchandising
Research Areas
Marketing
Publication
Journal of Retailing
First Page
1
Last Page
18
ISSN
0022-4359
Identifier
10.1016/j.jretai.2026.04.004
Publisher
Elsevier
Citation
HAN, Jin K.; Sohn, Yong Seok; and Schmitt, Bernd H..
Brand collaborations: Spillover effects of a broadened mind. (2026). Journal of Retailing. 1-18.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/7962
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1016/j.jretai.2026.04.004