Abstract
In this paper, consumers' choice of brand constellations (eg Big Mac and Coke at McDonald's) are investigated by examining the roles of individual brands. The author proposes that marketers need to look beyond perceived fit between brands within a brand constellation. Therefore, this paper explores empirically how individual brand evaluations at product level and at brand level affect brand constellation choice. It is shown that brands do not have to be equally attractive in order to be included in brand constellations. For instance, a weak brand may complement a strong brand. Theoretical and marketing implications are discussed.