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David by Goliath: what is co-branding and what is in it for SMEs

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  • Paul Chiambaretto
  • Călin Gurău

Abstract

Creating alliances among firms that link two or more brands has become a pervasive practice. Unfortunately, the co-branding strategy is not known and applied by many SMEs. To provide an overview of this strategy and of its specific interest for SMEs, this article offers a systematic review of the extant literature on co-branding. Because the literature is scattered and the boundaries of the concept are not always clear, we begin by defining the concept and delimiting various types of co-branding strategies before identifying a set of potential benefits and risks associated with co-branding strategies. In the following sections, we review issues related to partner selection in alliances and present recent research themes on co-branding. Finally, we identify key questions and issues that require further research, in the area of SMEs' co-branding strategies.

Suggested Citation

  • Paul Chiambaretto & Călin Gurău, 2017. "David by Goliath: what is co-branding and what is in it for SMEs," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 31(1), pages 103-122.
    • Handle: RePEc:ids:ijesbu:v:31:y:2017:i:1:p:103-122
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    Cited by:

    1. Nguyen, Hang T. & Ross, William T. & Pancras, Joseph & Phan, Hieu V., 2020. "Market-based drivers of cobranding success," Journal of Business Research, Elsevier, vol. 115(C), pages 122-138.

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