Relevant bibliographies by topics / Co-branding

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Co-branding'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 July 2025

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Journal articles on the topic "Co-branding"

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Fang, Ge. "An Analysis of the Co-branding Strategy in the Food Industry." Advances in Economics, Management and Political Sciences 176, no. 1 (2025): 124–28. https://doi.org/10.54254/2754-1169/2025.22099.

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With the intensification of market competition and the diversification of consumer demand, the co-brand marketing strategy in the food industry has gradually become an important marketing strategy. This study focuses on co-branding strategies in the food industry to explore how co-branding affects consumers purchasing decisions and brand image, mainly discusses the success factors of co-branding, consumers perception about the value of co-branding, and their awareness and acceptance of co-branding. By analyzing co-branding cases of different brands, the study will reveal successful co-branding
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Wilkof, Neil. "Branding, co-branding and innovation: expectations and limitations." Journal of Intellectual Property Law & Practice 13, no. 8 (2018): 611–24. http://dx.doi.org/10.1093/jiplp/jpx235.

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Boone, Juliette M. "Hotel-Restaurant Co-Branding." Cornell Hotel and Restaurant Administration Quarterly 38, no. 5 (1997): 34–43. http://dx.doi.org/10.1177/001088049703800533.

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Bliss, Michael. "Co‐branding in Europe." International Journal of Bank Marketing 14, no. 6 (1996): 36–40. http://dx.doi.org/10.1108/02652329610130154.

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Yuan, Yuhan. "Analyzing The Co-branding Marketing Strategy of UNIQLO." BCP Business & Management 45 (April 27, 2023): 248–55. http://dx.doi.org/10.54691/bcpbm.v45i.4913.

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Co-branding is an alliance in which businesses join up with other brand names to form joint brands in order to improve brand image and increase product quality signals. Co-branding is a common marketing strategy. As a long-term market strategy, UNIQLO prioritizes co-branding. The goal of this research is to examine the relationship and influence of co-branding, brand image, and purchase intent. This study analyzed and summarized the relationship between co-branding and brand image, the relationship between co-branding and buy intention, and the relationship between brand image and purchase int
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Ananda Kumar, A., and R. Sakthivel. "Launching of a New Product with the Co-Branding Strategy: A Case Study of Indian Brands." Shanlax International Journal of Management 8, no. 2 (2020): 28–33. http://dx.doi.org/10.34293/management.v8i2.3365.

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In recent years, the practice of co-branding has attracted a large number of research scholars and practitioners. Many of the researchers are also done their research articles with branding or co-branding. Commonly co-branding deals with the combination of two or more brands into a single product. Where co-branding is concerned with a marketing plan to associate with multiple brand names in a single product. The researcher discussed the general classification of brand associations. The paper reveals two classifications of the statements. The first is to form the general classification of Co-br
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Budiarti, Lina, and Rena Feri Wijayanti. "PENGARUH STRATEGI CO-BRANDING TERHADAP KEPUTUSAN PEMBELIAN." J-MACC : Journal of Management and Accounting 6, no. 1 (2023): 50–56. http://dx.doi.org/10.52166/j-macc.v6i1.4149.

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Co-branding is often striven by marketers. There are many advantages of co-branding for a brand that makes many companies do joint branding. This research was conducted with the aim of knowing the effect of co-branding strategy on purchasing decisions. Consumers who use the co-branding product Dear Me Beauty with KFC were chosen as the population of this study, with a sample of 62 people selected by purposive sampling technique. The hypothesis was tested using simple linear regression analysis which resulted in the finding that co-branding had an effect on purchasing decisions.
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Rowley, Jennifer, and Sonya Hanna. "Branding destinations: symbolic and narrative representations and co-branding." Journal of Brand Management 27, no. 3 (2019): 328–38. http://dx.doi.org/10.1057/s41262-019-00180-8.

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Nilasari, Alfi Karunia, and Berlian Primadani Satria Putri. "PENGARUH CO – BRANDING CHATIME – SASA TERHADAP BRAND EQUITY CHATIME." Journal of Management : Small and Medium Enterprises (SMEs) 16, no. 1 (2023): 71–83. http://dx.doi.org/10.35508/jom.v16i1.7931.

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This study aims to find out the influence of the Chatime-Sasa Co-branding on Chatime's Brand Equity. The method in this study is a quantitative method of the causal type. The authors use a non-probability sampling type that is purposive sampling. The current target sample of the study is 100 respondents. Based on the results of the study, the Co-branding variable has a significant positive influence on Brand Equity. Chatime-Sasa's Co-branding influences Chatime's Brand Equity by 45,4% and another 54,6% is influenced by other variables outside of Co-branding. The benefit of the current research
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Ranasinghe, Wasanee Tharanga, Park Thaichon, and Malanee Ranasinghe. "An analysis of product-place co-branding: the case of Ceylon Tea." Asia Pacific Journal of Marketing and Logistics 29, no. 1 (2017): 200–214. http://dx.doi.org/10.1108/apjml-10-2015-0156.

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Purpose The purpose of this paper is to evaluate the applicability of the strategic place brand-management model (SPBM) for a product-place co-branding context, focussing on Sri Lanka’s tea industry. Design/methodology/approach Conducted as an exploratory case study, pattern matching and explanation building methods are employed to analyse data from secondary sources such as archival data and documentation. Findings Strategic components of place branding in SPBM are applicable for product-place co-branding, as evidenced in Sri Lanka’s tea industry, although key strategies appear to be reactive
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Dissertations / Theses on the topic "Co-branding"

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Mattei, Federico <1994&gt. "Co-Branding: a perspective of the co-branding strategies employed by Luxury Fashion Brands." Master's Degree Thesis, Università Ca' Foscari Venezia, 2021. http://hdl.handle.net/10579/18624.

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The adoption of co-branding has raised across different industries in the last decade. The highly competitive environment has favored the use of co-branding as repellent to threats emerging from a more and more complex market. For this reason, several companies are employing this strategy to target new consumers by increasing brand awareness as well as mitigating risks and reducing costs. The aim of this study is to understand what are the most important co-branding techniques used by Luxury Fashion brands, classifying the kind of partnerships involved and grasping how brands such as Louis Vui
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Dahlin, Carl Johan, and Eleonor Andersson. "Co-­‐branding i modevärlden -­‐ En studie i hur co-­‐branding påverkar ett modeföretags brand equity." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17422.

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Syfte - Studien syftar till att undersöka hur ett modeföretags icke-finansiella(konsumentbaserade) brand equity påverkas av co-branding. Studien undersöker hur ettsamarbete mellan två modeföretag, så kallat intrabranschsamarbete, påverkar huvudvarumärketsicke-finansiella brand equity.Metod - Studien utgår från Aakers modell för att mäta brand equity. Metoden för studien harvarit att använda fokusgrupper för att undersöka konsumentattityder till co-branding. I studienanvändes ett verklighetsbaserat modesamarbete som diskussionsunderlag för fokusgrupperna,där ett fallföretag och dess samarbete m
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Burianek, Maximilian. "Co-Branding von Unternehmen mit Stararchitekten." St. Gallen, 2007. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/05609813001/$FILE/05609813001.pdf.

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Klein, Janina. "Co-Branding als Strategieoption der Markenpolitik." [S.l. : s.n.], 2005. http://www.bsz-bw.de/cgi-bin/xvms.cgi?SWB12168094.

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Huber, Jan-Alexander. "Co-Branding als Strategieoption der Markenpolitik : Kaufverhalten bei Co-Branding-Produkten und negative Rückwirkungseffekte auf die Muttermarken /." Wiesbaden : Dt. Univ.-Verl, 2005. http://swbplus.bsz-bw.de/bsz116173173inh.htm.

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Zugl.: Fribourg, Univ., Diss., 2004 u.d.T.: Huber, Jan-Alexander: Eine Analyse des Kaufverhaltens bei Co-Brand-Produkten und der durch Co-Brand-Produkte induzierten Rückwirkungseffekte auf die konstituierenden Marken.
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Cordeiro, Rafaela Almeida. "Avaliação de produtos em aliança co-branding." Associação Escola Superior de Propaganda e Marketing, 2013. http://tede2.espm.br/handle/tede/57.

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Made available in DSpace on 2016-10-13T14:10:07Z (GMT). No. of bitstreams: 1 Rafaela Almeida Cordeiro.pdf: 2299174 bytes, checksum: 562a2ecb7d21f38f12cdd150da91fbcf (MD5) Previous issue date: 2013-12-18<br>The co-branding strategy consists of an alliance between two brands for the development of a product that is labeled and identified simultaneously by both, in order to reinforce competitiveness and to offer more value for customers through brand associations. This study aims to identify whether consumers evaluate co-branded products differently depending on the brand s knowledge level, and
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Kull, Alexander J. "Branding Implications of Co-Created Social Responsibility." Scholar Commons, 2016. http://scholarcommons.usf.edu/etd/6288.

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One of the most profound transformations of the marketing discipline in recent history has been driven by the democratization of power relations and value creation between brands and consumers. This dissertation explores the branding implications of this fundamental shift by investigating whether and how the type and degree of control shared by brands affect consumer empowerment perceptions and, in turn, consumer–brand relationships, as well as whether and how these effects might be moderated by the size and diversity of the choice set and by the image valence of the brand that shares control
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Choi, Yong Chul. "Asian multinational Companies’ Co-Branding as Brand Strategies." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2662.

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<p>Asian companies have turned to be multinationals. Many factors could be the reasons of this phenomenon, these days, cooperation strategies, especially, co-branding is an issue. Therefore, this study pursues to study which contexts Asian companies face and how Asian firms use co-branding. This study will study three cases: LG-PRADA, Sony-Ericsson, and Lenovo-IBM of co-branding. This research will analyze each case company’s portfolio with regional matrix and study how company use co-branding with co-branding typology. After reading this paper, readers can have an integrative view over Asian
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Kiesow, Pamela Bühl Verena. "Co-Branding Ziele, Chancen und Nutzen von Markenallianzen." Saarbrücken VDM, Müller, 2004. http://deposit.ddb.de/cgi-bin/dokserv?id=2778556&prov=M&dok_var=1&dok_ext=htm.

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Kiesow, Pamela. "Co-Branding : Ziele, Chancen und Nutzen von Markenallianzen /." Saarbrücken : VDM Verl, 2006. http://deposit.ddb.de/cgi-bin/dokserv?id=2778556&prov=M&dok_var=1&dok_ext=htm.

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Books on the topic "Co-branding"

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Blackett, Tom, and Bob Boad, eds. Co-Branding. Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673.

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Huber, Jan-Alexander. Co-Branding als Strategieoption der Markenpolitik. Deutscher Universitätsverlag, 2005. http://dx.doi.org/10.1007/978-3-663-09493-7.

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Tom, Blackett, Boad Bob, and Interbrand (Firm), eds. Co-branding: The science of alliance. St. Martin's Press, 1999.

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Tom, Blackett, Boad Bob, and Interbrand (Firm), eds. Co-branding: The science of alliance. Macmillan Business, 1999.

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O'Reilly, Catherine. Branding hotels in Ireland: A case to identify a new marketing co-operative for 3 [star] hotels. University College Dublin, 1995.

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Zhong wei fa zhan zhong xin, ed. Xiao guo da pin pai: Cong wei tuo dai gong dao zi chuang pin pai de jing he zhuan shen = Branding through dynamic co-opetition. Cai tuan fa ren Zhong wei fa zhan zhong xin, 2017.

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Stuelpnagel, Johanna Von. The relation between postmodern identity and consupmtion patterns and their influence on the emotional branding process with special reference to Levi Strass & Co. and Diesel Ltd. brands. Chelsea College of Art and Design, 2003.

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Ind, Nicholas. Brand together: How co-creation generates innovation and re-energizes brands. Kogan Page, 2012.

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Senate, United States Congress. A bill to amend title XVIII of the Social Security Act to require prompt payment to pharmacies under part D, to restrict pharmacy co-branding on prescription drug cards issued under such part, and to provide guidelines for Medication Therapy Management Services programs offered by prescription drug plans and MA-PD plans under such part. U.S. G.P.O., 2007.

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United States. Congress. Senate. A bill to amend title XVIII of the Social Security Act to require prompt payment to pharmacies under part D, to restrict pharmacy co-branding on prescription drug cards issued under such part, and to provide guidelines for Medication Therapy Management Services programs offered by prescription drug plans and MA-PD plans under such part. U.S. G.P.O., 2006.

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Book chapters on the topic "Co-branding"

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Smit, Marc. "Ingredient Branding." In Co-Branding. Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_5.

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Gaiser, Brigitte, and Sonja Trittler. "Co-Branding." In Praxisorientierte Markenführung. Gabler Verlag, 2005. http://dx.doi.org/10.1007/978-3-663-07856-2_23.

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Baumgarth, Carsten. "Co-Branding." In Handbuch Markenführung. Gabler Verlag, 2004. http://dx.doi.org/10.1007/978-3-663-01557-4_10.

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Blackett, Tom, and Nick Russell. "What is Co-Branding?" In Co-Branding. Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_1.

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Boad, Bob. "Co-Branding Opportunities and Benefits." In Co-Branding. Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_2.

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Boad, Bob. "The Risks and Pitfalls of Co-Branding." In Co-Branding. Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_3.

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Linnell, Mark. "Co-Branding — a Retailer’s Opportunity." In Co-Branding. Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_4.

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Boad, Bob. "Legal Aspects of Co-Branding and Trademark Licensing." In Co-Branding. Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_6.

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Lindemann, Jan. "Creating Economic Value Through Co-Branding." In Co-Branding. Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_7.

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Blackett, Tom, Bob Boad, Paul Cowper, and Shailendra Kumar. "The Future of Co-Branding." In Co-Branding. Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_8.

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Conference papers on the topic "Co-branding"

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Yang, Jingyue. "Celebrity Endorsement and Co-branding." In 2022 International Conference on Comprehensive Art and Cultural Communication (CACC 2022). Atlantis Press, 2022. http://dx.doi.org/10.2991/assehr.k.220502.059.

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A., Melnyk, and Shatska Z. "CO-BRANDING OF BUSINESS STRUCTURES IN TOURISM." In TOURISM OF THE XXI CENTURY: GLOBAL CHALLENGES AND CIVILIZATION VALUES. Київський національний торговельно-економічний університет, 2020. http://dx.doi.org/10.31617/k.knute.2020-06-01.33.

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Jia, Wenxi, and Huining Ran. "The Analysis of Brand Co-branding Strategy." In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021). Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.211209.254.

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Matwiejczyk, Anna. "THE ROLE OF VALUE CO-CREATION IN THE BRANDING OF FUNCTIONAL URBAN AREAS: A DELPHI ANALYSIS." In INTERNATIONAL Conference on Business, Management, and Economics Engineering Future-BME. Faculty of Technical Sciences, Novi Sad, 2025. https://doi.org/10.24867/future-bme-2024-098.

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This paper investigates the role of value co-creation in the branding of Functional Urban Areas (FUAs), emphasizing stakeholder participation in the branding process. FUAs are composed of smaller territorial units, necessitating collaboration and value co-creation to effectively manage and promote these regions. Using the Delphi method, international experts from academia, business, NGOs, and research institutes evaluated the thesis that value co-creation will be a defining characteristic of FUAs’ branding. The research assessed the significance and desirability of this approach for developing
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Khmelkova, Natalya, Alexander Agenosov, Anastasia Rudanina, and Maria Vekhova. "Co-Branding as Assemblage: Assemblage Theory, and Brand Alliances in the Digital Era." In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-64.

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The article outlines the contours of a new methodology in the study of co-branding, based on M. DeLanda’s theory of assemblages, developed in line with the cutting edge of modern philosophical thought: object-oriented ontology. It is demonstrated that the relevance of its development is linked to the changes in brand alliance practices occurring under the influence of globalisation and digitalisation processes. Transformations characteristic to merging brands, and related to both their rise in number and diversification were proven to be part of a more global tendency towards the complication
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Margazova, Nadezhda V. "Engaging users in branding: from ignorance to co-creation." In 4th International Transdisciplinary Scientific and Practical WEB-Conference "Connect-Universum – 2018". Tomsk State University, 2019. http://dx.doi.org/10.17223/9785946218597/24.

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CHANG, WEI-LUN, and KUAN-CHI CHANG. "A TAXONOMY MODEL FOR A STRATEGIC CO-BRANDING POSITION." In Proceedings of the 2008 International Conference. WORLD SCIENTIFIC, 2008. http://dx.doi.org/10.1142/9789812837578_0030.

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Selvam, Rejina M., and Catarina Lelis. "TOWARDS CO-CREATION:EXPLORING PROSPECTS OF EMPLOYEE BRAND KNOWLEDGE IN INTERNAL BRANDING." In 52nd International Academic Conference, Barcelona. International Institute of Social and Economic Sciences, 2019. http://dx.doi.org/10.20472/iac.2019.052.058.

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Babu, M. Kishore, Golla Meghana, and Shanmukh Srinivas. "A study on consumer’s perception towards co-branding practices in Vijayawada." In CONTEMPORARY INNOVATIONS IN ENGINEERING AND MANAGEMENT. AIP Publishing, 2023. http://dx.doi.org/10.1063/5.0159095.

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Wang, Yan, and Kun Wang. "Research on Co-branding Market Competition Strategy Based on Consumer's Evaluation." In Proceedings of the 4th International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2019). Atlantis Press, 2019. http://dx.doi.org/10.2991/iccessh-19.2019.330.

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Reports on the topic "Co-branding"

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Collins, LaShaun M., and Jin Su. Status Consumption in the Context of Co-branding. Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-1758.

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LaRaine Ingram, Keisha. Co-Creation in Marketing and Brand Strategy. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.2.2.

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Co-creation in branding and marketing strategy represents a paradigm shift from traditional, company- centric approaches to more interactive, customer-centric models. This concept involves engaging customers as active participants in the creation and enhancement of products, services, and brand experiences. Co-creation fosters deeper customer engagement and loyalty and drives innovation and competitive advantage. The theoretical foundations of co-creation can be traced to service-dominant logic, which emphasizes the role of the customer as a co-creator of value rather than a passive consumer.
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Vaskivskyj, Yurij. Branding in journalism: prospects for operation. Ivan Franko National University of Lviv, 2022. http://dx.doi.org/10.30970/vjo.2022.51.11395.

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The article analyzes the branding process in the context of the development of individual units of journalism. After all, in the current conditions of competition in the Ukrainian information space, it is important to apply and master new technologies for the development and promotion of media resources in the media market. The history of branding is presented and it is noted that branding is the key to the success of each media brand in using the necessary tools and technologies, which involves the branding process. It is necessary to know and understand not only the basic laws of branding, b
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