Empirical studies in marketing research are usually single studies. This is problematic, as the majority of the replications conducted do not even partially much less fully confirm the results of the original studies. Against this background this paper presents two replications of an earlier co‐branding study. While the results of the replications confirm the basic model, some important differences between the original study and the replications can be shown. These will be discussed in this paper and possible explanations for the deviant outcomes will be given.