Abstract Based on Information Processing Theory, this study aims to investigate the SelfEffect taking place when the entrepreneur endorses the brand of other enterprises in terms of cobranding. The SelfEffect suggests that the brand performance can be enhanced if the entrepreneur chooses the suitable brands owned by others. Empirical results show that the practice of entrepreneur endorsing the brand of others will significantly have positive effects on their own brand performance and it depends on four antecedent variables, i.e., the relevance between entrepreneur image and the endorsement of the brand image of others, the relevance between the endorsement brand and the entrepreneurial own brand, and the unexpected information displayed by the entrepreneur and the asymmetry of their brand equity. The attitude toward the advertisement endorsed by the entrepreneur is a mediator.
2015, Vol. 12 
