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Co-branding: The Stae of the Art


  • Bernd Helmig
  • Jan-Alexander Huber
  • Peter S. H. Leeflang


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.

Suggested Citation

  • Bernd Helmig & Jan-Alexander Huber & Peter S. H. Leeflang, 2008. "Co-branding: The Stae of the Art," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 60(4), pages 359-377, October.
  • Handle: RePEc:sbr:abstra:v:60:y:2008:i:4:p:359-377

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    References listed on IDEAS

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    Cited by:

    1. Jaywant Singh, 2016. "The Influence of CSR and Ethical Self-Identity in Consumer Evaluation of Cobrands," Journal of Business Ethics, Springer, vol. 138(2), pages 311-326, October.
    2. Mazodier, Marc & Merunka, Dwight, 2014. "Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products," Journal of Business Research, Elsevier, vol. 67(7), pages 1552-1558.
    3. Sylvain Sénéchal & Laurent Georges & Jean Pernin, 2014. "Alliances Between Corporate and Fair Trade Brands: Examining the Antecedents of Overall Evaluation of the Co-branded Product," Journal of Business Ethics, Springer, vol. 124(3), pages 365-381, October.
    4. Kalafatis, Stavros P. & Ledden, Lesley & Riley, Debra & Singh, Jaywant, 2016. "The added value of brand alliances in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3122-3132.
    5. Karray, Salma & Sigue, Simon P., 2016. "Should companies jointly promote their complementary products when they compete in other product categories?," European Journal of Operational Research, Elsevier, vol. 255(2), pages 620-630.
    6. Karray, Salma & Sigué, Simon Pierre, 2015. "A game-theoretic model for co-promotions: Choosing a complementary versus an independent product ally," Omega, Elsevier, vol. 54(C), pages 84-100.
    7. Chia-Lin Lee, 2014. "Is Co-Branding a Double-Edged Sword for Brand Partners?," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 19-34.
    8. Samuylova, E. B. & Muravskii, D. V. & Smirnova, Maria M. & Alkanova, O. N., 2012. "The role of brand characteristics in brand alliance engagement with different types of partners: An exploratory study," Working Papers 833, Graduate School of Management, St. Petersburg State University.
    9. repec:eee:jbrese:v:81:y:2017:i:c:p:173-180 is not listed on IDEAS

    More about this item


    Co-branding; Spill-Over Effects; Success Factors of Co-brands;

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising


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