Co-branding: The Stae of the Art
The use of co-branded products as a form of brand management has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies published since the mid-1990s. However, there is no description that contrasts co-branding with other branding strategies, nor is there a structured overview of the main findings of co-branding studies. We classify different branding strategies, discuss branding literature, and develop a theoretical model for co-branding based on research findings. in addition to managerial implications, we provide a critical assessment of research, identify research questions, and offer a research agenda for cobranding.
Volume (Year): 60 (2008)
Issue (Month): 4 (October)
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