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Dissertations / Theses on the topic 'Co-branding'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

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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2

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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11

Sjöqvist, Linnea, and Hanna Edman. "Attityd på köpet? : Om unga konsumenter och co-branding." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16675.

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I dagens samhälle finns reklam överallt och de flesta innehar en attityd gentemot både reklam och de varumärken som florerar i den, vare sig den är omedveten eller medveten. En målgrupp som ses som lättpåverkad, men ändå har en stark medvetenhet om olika varumärken är ungdomar. Som ung gäller det att passa in men ändå stå ut, att hitta sig själv trots grupptryck och påtryckningar från omvärlden. En inte obetydlig del av detta inflytande kommer från olika sorters marknadsföring som alla utsätts för varje dag. Denna studie ämnar undersöka ungdomars attityd till olika varumärken och hur attityden

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Enhamn, Isac, and Markus Berg. "Destination HV71 : En kvalitativ studie i co-branding & place branding med Jönköpings kommun, Destination Jönköping och HV71." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-29477.

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För en stad är det viktigt att sticka ut, att göra sig hörd bland andra städer som konkurrerar om besöksnäring och nya invånare. Hur kan en medelstor stad sticka ut från mängden? Kanske genom att marknadsföra sig tillsammans med en idrottsförening. Studien undersöker hur en stad tillsammans med det lokala elitishockeylaget och destinationsbolaget arbetar för att skapa en positiv bild av staden. Tidigare forskning har fokuserat på hur städer arbetat med stora mästerskap, såsom Olympiska spelen och världsmästerskap. Ingen relevant forskning som vi har tagit del av har behandlat samarbetet mellan

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Byström, Niklas, and Fredrik Samuelsson. "Varumärkesbyggande genom Sponsring : Risker och Möjligheter med Co-Branding." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-6097.

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The essay deals with the subject about branding and the communicative process that entails between businesses and consumers. The purpose of this paper is to increase understanding of the opportunities and risks of brand building through sponsorship and Co-Branding. This descriptive analysis is made by highlighting the partnership between two strong brands in the Swedish market, Åbro & AIK, and how internal and external associations related to their impact on brand equity. The study has led to the conclusion that the sponsorship should be seen as synonymous with Co-branding, ie. a synergy b

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Colodoynska, Tetyana. "O processo de co-design na estratégia de branding." Master's thesis, Universidade de Lisboa, Faculdade de Arquitetura, 2021. http://hdl.handle.net/10400.5/22693.

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Dissertação de Mestrado em Design com a especialização em Design de Comunicação apresentada na Faculdade de Arquitetura da Universidade de Lisboa para obtenção do grau de Mestre.<br>O co-design é um processo profundamente participativo no qual diversos indivíduos, provenientes de diferentes contextos e com competências igualmente distintas, se reúnem em sessões criativas para dar o seu contributo e debater ideias num projeto de design de interesse comum. Uma agência de design, ao envolver o cliente no processo de desenvolvimento, assim como outras entidades relevantes no projeto, está a criar

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Bexell, Alexandra, and Fanny Wikström. "#Isamarbetemed : En studie om influencer marketing och co-branding." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-66854.

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Syfte och Forskningsfrågor: Syftet med denna studie är att urskilja olika samarbetsprocesser för hur influencers nyttjar digitala nätverk och hur det främjar såväl influencer och företag som väljer att samarbeta. Utifrån detta syfte har vi formulerat tre frågeställningar som lyder enligt följande: 1.På vilka sätt nyttjar influencers digitala nätverk? 2.Vilka lärdomar kan företag få av ett samarbete med influencers gällande vilka strategier som är framgångsrika för att förmedla sitt budskap? 3.Hur kan co-branding mellan företag och influencers ge olika respons? Metod Studien är utformad utifrån

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Checchinato, Francesca <1978&gt. "Il co-branding come strategia di sviluppo della marca." Doctoral thesis, Università Ca' Foscari Venezia, 2006. http://hdl.handle.net/10579/519.

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Wright, Owen. "Maintaining Franchise System Isotropy: A Grounded Theory of Franchised Co-Branding." Thesis, Griffith University, 2011. http://hdl.handle.net/10072/365993.

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Franchising is a popular form of distribution for products and services that makes a significant contribution to the Australian economy. Traditionally, franchisors (the principal in the franchise relationship) maintain rigid control over their systems. Thus the focal point for this research, co-branding (the blending of another brand into the original franchise concept), is in itself a conundrum worthy of investigation. Franchising research is dominated by theoretical foundations of agency theory, resource constraints theory and transaction cost economics which debate the initial adoption of t

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Kim, Pielah. "A New Approach to Co-branding: Visual Artist and Fashion Retailer Ingredient Branding and Hedonic Brand Extension." The Ohio State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=osu1436882468.

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Fahlén, Anna, and Maria Nilsson. "Co-branding - och dess påverkan på ett företags brand equity." Thesis, Linköping University, Department of Management and Economics, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-82.

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<p>Bakgrund: Många konkurrerande produkter liknar idag varandra och därför krävs ofta andra egenskaper än bra produkter för att övertala konsumenterna till köp. Ett sätt att förstärka associationskraften i ett varumärke kan vara att samarbeta med ytterligare ett varumärke. Detta kallas för co-branding och handlar om att man genom samarbete drar nytta av ett annat varumärke för att på så vis skapa fördelar som kan stärka det egna varumärket. Det tilläggsvärde som ett varumärke ger den märkta produkten betecknas av begreppet brand equity. Co- branding skulle kunna öka brand equity men det kan äv

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Aronowitsch, Daniel, Viktor Hogman, and Daniel Noresson. "Hur påverkas Acers brand equity av co-branding med Ferrari?" Thesis, Uppsala University, Department of Business Studies, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-8132.

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<p>Den senaste tiden har en mängd samarbeten, eller så kallade co-brandings, mellan olika företags varumärken vuxit fram. Avsikten är att förstärka sitt eller sina varumärken med hjälp av ett annat varumärke som är förknippat med någonting unikt. Hur bedömer man resultatet av denna co-branding? Har det egna varumärket förstärkts eller har det försvagats? För att klargöra detta resultat måste varumärkets Brand Equity mätas. Med brand equity menas det kapital som varumärket representerar. I denna kvantitativa studie består respondenterna av ett kvoturval om 50 studenter. Vi har skapat ett mätins

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Modig, Oskar. "Co-branding inom restaurangsektorn : En studie av varumärkeskapital ur ettkonsumentperspektiv." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10406.

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Den här uppsatsen försöker kartlägga vilka produkt- och varumärkesegenskaper som driverkonsumenternas val av premiumöl på restaurang och redovisar en konsumentstudie gjord irestaurangmiljö. Tidigare forskning menar att det finns en outnyttjad potential förrestauranger som vill utnyttja det snabbt ökande intresset för hantverksöl genom co-brandingmed attraktiva premiumvarumärken. Studien visar att konsumenter av premiumöl pårestaurang värderar både produktegenskaper men också funktionella, sociala och emotionellavarumärkesegenskaper signifikant annorlunda mellan premiumöl och mainstreamöl. Stud

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Maschio, Matteo <1993&gt. "Alleanze Strategiche e Co-Branding: il caso Red Bull - GoPro." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/14766.

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Con questo elaborato, dopo aver richiamato i concetti fondamentale di brand quali brand identity e brand equity e averne analizzato gli elementi principali, ci si vuole soffermare sul fenomeno delle alleanze strategiche di Marketing. Dopo aver dato una breve definizione del termine, si vedranno le caratteristiche principali e gli elementi per una buona riuscita dell'alleanza. Si andranno a classificare e analizzare brevemente le diverse forme di partnership e, supportati da uno studio, si vedrà come tali partnership giovino alla crescita delle aziende. Parte principale di questo elaborato fin

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Cimen, Betül, and Charlotte Fagerlund. "Co-branding : En studie i branschöverskridande samarbeten med kaféer i Stockholm." Thesis, Södertörn University College, School of Business Studies, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-544.

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<p>Olika former av allianser har numera börjat utvecklas och bli allt mer vanliga. Eftersom det kan vara svårt att höras och synas försöker företag i allt större utsträckning göra det i nya sammanhang. Den mättade marknaden driver företag till att särskilja sig, vilket ofta med enklaste medel görs med deras varumärken. Varumärken är en stor resurs som används i detta syfte, och de får en allt större attraktionskraft. Företag som är mer varumärkesinriktade har också visat sig vara mer framgångsrika.</p><p>Den här undersökningen avser behandla co-branding, som uppstår när två företag med distink

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Thomas, Elias, and Jenny Wahlén. "Co-branding ur ett konsumentperspektiv : En fallstudie av företaget Sony Ericsson." Thesis, Södertörn University College, School of Business Studies, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-895.

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<p>Syftet med uppsatsen har varit att undersöka hur konsumenterna uppfattar varumärkesutvidgningen. Studien har haft fokus på ett fallföretag, Sony Ericsson samt de varumärken (Walkman och Cyber-shot från Sony) som de använder på deras produkter. Vi har samlat in data med konsumenters uppfattningar om co-branding och deras brukande av produkter ur den kategori där de co-brandade varumärkena finns. Vidare har vi sökt efter förklaringar till huruvida det finns någon koppling mellan användandet av Mp3-spelare och digitalkamera i förhållande till betydelsen av varumärkena. Undersökningen har varit

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Eriksson, Niklas, Nicolette Kalaiy, and Ellinor Sätterqvist. "Sponsrade Instagraminlägg En studie om co-branding via kända referenspersoner på Instagram." Thesis, Örebro universitet, Handelshögskolan vid Örebro Universitet, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-56120.

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Youn, Hwa-young. "Co-branding strategy for imported children's programming in the United States market /." Available to subscribers only, 2005. http://proquest.umi.com/pqdweb?did=1079668391&sid=26&Fmt=2&clientId=1509&RQT=309&VName=PQD.

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Lian, Xiaoxi. "The effect of multiple co-branding : an exploration through associative learning theory." HKBU Institutional Repository, 2010. http://repository.hkbu.edu.hk/etd_ra/1179.

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Tonetti, Martina <1986&gt. "Alleanze di marca: il fenomeno del Co-Branding e la sua evoluzione." Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/11570.

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Il presente elaborato si propone di studiare il fenomeno del Co-Branding e le sue evoluzioni. Dopo un’introduzione sulle alleanze di marketing e sugli aspetti principali della marca, si procede all’esame delle varie definizioni date in letteratura e si fornisce una nuova versione del fenomeno che sempre più spesso è influenzato dal mercato. La trattazione proseguirà approfondendo le modalità con cui le alleanze di marca vengono classificate, partendo dall’analisi delle strategie in cui il fenomeno può esser identificato (strategia di Brand Extension o strategia di Brand Portfolio), la tipologi

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Li, Kaer, and Xinyi Wang. "HOW DOES CO-BRANDING INFLUENCE BRAND IMAGE : A qualitative research on Supreme’s brand image from consumers’ perspectives." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-387949.

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Purpose- The purpose of this paper is to explore the influence of co-branding on brand images from consumers’ perspectives and whether the result of co-branding is consistent with the companies’ expectations or not. Design/methodology/approach- A qualitative research approach is adopted to allow a deeper insight into the impacts of Supreme co-branding from consumers’ perspectives. We conducted in-depth exploratory interviews with 7 consumers of Supreme to analyze the effect of co-branding and explain our research questions. Findings- Branding negligence can cause losses in attracting customers

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Edström, Louise, and Christoffer Haeger. "Skäl till co-branding och dess kritiska framgångsfaktorer : Strategiska samarbeten mellan svenska modeföretag." Thesis, Linköpings universitet, Företagsekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-62222.

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Co-branding är samarbetet mellan två företag som utmynnar i en ny, unik produkt, där kopplingen mellan varumärkena samt gemensam marknadsföring från samarbetsföretagen leder till positiva synergieffekter. Intresset för marknadsföringsstrategin co-branding har ökat i takt med globaliseringen då företagens varumärke riskerar att försvinna i mängden av konkurrerande varumärken och på så sätt förlora viktiga marknadsandelar och varumärkeskännedom. Denna studie ämnar dels öka kunskapen om fenomenet co-branding samt för vilka skäl denna strategi kan vara lämplig att använda och dels hjälpa företag a

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Rosselló, Tudela María Luisa, Cantella Daniela Patricia Injoque, and Barreda Daniel Cino. "Co-Branding para la Marca de Ropa Deportiva de una Universidad en Perú." Master's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/651946.

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Nuestro plan de negocio es el desarrollo de una propuesta de co–branding entre una marca deportiva y una universidad para desarrollar una línea de sports fashion que integre ambas marcas. Como oportunidad, apreciamos una tendencia creciente en el uso de ropa deportiva urbana, y la posibilidad de fortalecer la relación entre una universidad con sus alumnos y egresados a través de un vínculo emocional que usa, como herramienta, el deporte. La propuesta incluye un co-branding entre una marca deportiva establecida, que ya cuente con un fuerte vínculo emocional con sus

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Lin, Song Marketing Australian School of Business UNSW. "Driving preferences for co-branded products: effects of extendibility, compatibility and uncertainty." Awarded By:University of New South Wales. Marketing, 2010. http://handle.unsw.edu.au/1959.4/44735.

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Firms frequently use brand extension strategies to enter new product categories. Another type of entry strategy is co-branding by effectively exploiting the equity of both constituent brands. Co-branding may effectively drive consumer preferences if consumers believe the combination of two brands offers a better solution than either one separately. However, there is also the risk that consumers may get confused with the combination, or have perceptions of strengths regarding one of the brands diluted, leading to the failure of this strategy. While much has been written on brand-category extens

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Hahm, Sung-Pil. "Co-Branding as a Market-Driven Strategic Financial Investment Option in the Hospitality Industry." Diss., Virginia Tech, 2001. http://hdl.handle.net/10919/37666.

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The purpose of this study was to examine the trends in co-branding, especially when one brand is linked with another brand through a business strategy, in order to investigate the factors that lead to co-branding as a strategic investment option in the hospitality industry. Of primary interest was whether co-branding strategies are significant issues in the hospitality industry. This study also investigated the relationship between explicit and implicit requirements and timing of entry for co-branding investment. The co-branding investment model developed for this study could be a valuable ass

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Kennedy, Eric. "The Evolution of Brand Co-Creation: Models and Exploration of Stakeholders' Motivations." Thesis, University of North Texas, 2017. https://digital.library.unt.edu/ark:/67531/metadc1011858/.

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Co-creation is an emerging phenomenon that occurs when two or more parties work together to create value. Co-creation, which is a key component to service dominant logic, is present in business to business, business to consumer, and consumer to consumer processes. This dissertation will focus on the business to consumer (and consumer to business) co-creation relationship. Much of the current business to consumer co-creation literature is qualitative in nature, with quantitative work just now beginning to emerge. As such, there is still much about the phenomenon of co-creation that is not under

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Grundius, Josefine. "Effekten på en orts varumärke vid uppköp av en turistanläggning." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-260575.

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Uppsatsen studerar hur en orts varumärkesidentitet förändras då en ny aktör med syfte att locka turister etablerar sig på orten. Den utvalda orten är Trysil där SkiStar köpte skidanläggningen på orten år 2005 och har sedan dess varit ansvarig för vintersäsongen. Destinasjon Trysil, ett destinationssällskap som koordinerar all marknadsföring av Trysil, är ansvarig för marknadsföringen av sommarhalvåret. Varumärkesidentiteten hos Trysil innan uppköpet år 2005 har jämförts med varumärkesidentiteten efter uppköpet och det framgick att det inte har blivit någon nämnvär

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Graham, Johnny Langston. "CONSUMER CORRUPTION OF BRAND MEANING: A MULTI-METHOD EXPLORATION OF BRAND APPROPRIATION." Diss., Temple University Libraries, 2016. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/410546.

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Business Administration/Marketing<br>Ph.D.<br>This dissertation centers on the study of brand appropriation, the altering of brand meaning by non-target market consumers who belong to a subculture. Although oftentimes referenced within the social sciences, appropriation is a scantily explored construct within the context of marketing, and specifically branding. Using a multi-method approach, this research establishes a conceptual framework for brand appropriation, develops an in-depth understanding of why and how it occurs, and examines its effect on consumers and their relationships with bran

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Lu, Tongda, Jiawen Ji, and Jingming Zhang. "An empirical study of the co-branding partner selection strategy : A perception from the negative perspective combing with consumer psychology." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48948.

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In recent years, the fashion industry has set off a trend of co-branding, and co-branding has become a unique marketing strategy for major brands to obtain benefits. However, there are potential risks when brands are selecting joint partners. The literature in this paper addresses both the positive effects of co-branding and how it is viewed from a business and customer perspective related to customer loyalty. Besides, previous researches on how to correctly select joint partners have not been explored in the collected literature. Therefore, the purpose of this study is to provide a deeper und

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Roswinanto, Widyarso. "Belief Transfers in Co-branding and Brand Extension and the Roles of Perceptual Fit." Thesis, University of North Texas, 2015. https://digital.library.unt.edu/ark:/67531/metadc801896/.

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Existing co-branding and brand extension research generally coalesces around two important constructs: perceptual fit and attitude toward the brand. Studies in co-branding and brand extension to date have generally emphasized the transference of affective elements of attitude from parent brand to the extension. Researchers and practitioners clearly need to learn more about the transfer of belief, the cognitive elements of attitude. Too little is currently known about whether and how beliefs are actually transferred in co-branding and brand extension applications, particularly in terms of perce

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Buro, Rossella <1994&gt. "The phenomenon of co branding - analyzing the social psychological effect on consumer buying behavior." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/13575.

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The dissertation aims to demonstrate how the consumer is influenced by the brand and by all the social phenomenons that surround him. After an introduction of branding and co-branding the thesis wants to analyze with a analytical model the phenomenon perceived by the consumers. It focuses on how much value the brand generates to the consumer’s mind, affecting him on his decisional behaviour.

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Atzmüller, Albin, Sylvia Kamande, and Michael Sundblad. "Factors for maintaining successful business partnerships : A case study of the construction equipment industry." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12816.

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As organisations try to emerge from the recent economic downturn, they attempt to enter different markets to decrease their dependency on their core market. Due to high costs in R&D and the risk of failure, organisations try to sell the core components of their products to business partners who can incorporate these components into their own offering. Using a qualitative research method, we studied the case of TACHI as a player in the construction equipment industry. The purpose of the research was to find factors for maintaining successful business partnerships within this industry and al

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Berglund, Kristine, Johanna Münter, and Kajsa Stävmo. "Kändisen som rabattkupong : En studie om kändisreklam på onlinekanaler." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-60045.

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Titel: Kändisen som rabattkupong Författare: Kristine Berglund, Johanna Münter och Kajsa Stävmo Handledare: Leif V Rytting Examinator: Leif Marcusson Kurs: Kandidatuppsats 15hp. Företagsekonomi, Music and Event Management, Linnéuniversitetet, HT 2016 Exekutiv sammanfattning Vi kan idag konstatera att internettillgången har ökat avsevärt nationellt och globalt under det senaste årtiondet. I takt med att digitaliseringen har ökat är det inte längre en lyx att koppla upp sig online. Följaktligen har likaså medier online mångdubblats och enligt svensk e-handel har majoriteten av företag, tids

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Alva, del Solar Daniela Ximena. "Co-branding: Cómo la estrategia basada en el respaldo de valores afecta la intención de compra del consumidor." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653092.

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En general, una de las habilidades más importantes que debe poseer una empresa es la capacidad de saber cómo es que posiblemente actuarán sus consumidores. Para ello necesitan desarrollar buenas estrategias de marca, entre las más comunes están el uso de redes sociales, branded content sites, la comunicación a través de influencers, el brand experience, alianzas de marca, entre otras. Debido a la competencia excesiva de la actualidad, las empresas han dejado su ego atrás y están buscando nuevas estrategias que en el pasado eran inconcebibles, como las alianzas de marca. Existen

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Gudmundsson, Oskar, and Joel Leteus. "Challenging coopetitive branding alliances : a study on how coopetitive branding affects consumers’ brand image." Thesis, Högskolan Kristianstad, Avdelningen för ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-18248.

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The increased competitive intensity in several global markets has encouraged firms which traditionally compete, to also collaborate with each other, that is coopetitive branding alliances. Coopetitive branding has, to the best of our knowledge, not been researched from a consumer perspective.Does this mean that consumers remain unaffected when two competitors all of a sudden also collaborate?The purpose of this thesis is to explore how consumers’ brand images can be affected by firms’coopetitive branding strategies. With support from existing alliance literature and an empirical studycomprised

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Renström, Emma, and Martina Börjesson. "Drinking coffee for a better world." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-5200.

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<p>In the beginning of the twenty-first century it became clear what consequences companies’pursuit of economical growth had created on our environment and our social lives. Now theworld is standing in front of a challenge and that is to find a sustainable way to produce,consume and live in order to help our environment and social lives. An example of anorganization that is working towards a sustainable way of living is Fair trade LabelingOrganizations International. They set up international fair trade standards in order to supportthe sustainable development of small producers in poor countri

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Lindberg, Ida, and Sandra Andersson. "1+1=3? : en studie om co-branding och dess påverkan på ett varumärkes värde." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-88764.

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<p>Co-branding, vilket är en typ av varumärkessamarbete, har på senare tid blivit en populär strategi i strävan efter att skapa ett högre värde för konsumenten samt nå fördelar så som ökade intäkter samt möjligheten att skapa och attrahera lojala kunder. Dock finns det siffror som pekar på att många co-brandingsamarbeten misslyckas. Mot denna bakgrund har syftet med denna studie varit att, utifrån lojala kunders perspektiv, undersöka vilken påverkan ett varumärkessamarbete av typen co-branding kan ha på ett av de två varumärkenas värde. För att undersöka detta har co-brandingsamarbetet mellan

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Rodrigue, Francois. "Brand and Value Co-Creation: A Stakeholder Approach to Ottawa's CFL Expansion Franchise." Thesis, Université d'Ottawa / University of Ottawa, 2014. http://hdl.handle.net/10393/31689.

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This study intended to advance the understanding of brand and value co-creation in sport management. A single exploratory case study of the Ottawa REDBLACKS, the CFL expansion franchise launching in 2014, was conducted. The purpose of the research was to unveil the practices that could lead to brand and value co-creation in the relationships between the Ottawa REDBLACKS and their stakeholders. Semi-structured interviews were performed with 20 participants from the focal organization’s network of stakeholders. The sample was built through a purposeful and snowball sampling method that adde

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Choi, Jungmin, and Jesper Persson. "Place Branding Strategies for Alvesta Municipality." Thesis, Växjö University, School of Management and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-2279.

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<p>Thesis Purpose: The purpose of this study is to develop an increased knowledge of place branding, study the perception of inhabitants’ regarding Alvesta as a place and to explore an extended relationship between Alvesta and Växjö municipality.</p><p>Methodology: The methodology of the study is conducted with qualitative and quantitative approach. There were two interviews in Alvesta and Växjö municipality office. A total number of 216 questionnaires were gathered in three urban areas in Alvesta municipality.</p><p>Theoretical Framework: For this study place branding theory has been used as

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Kenyon, James A. "An evaluation of the image impact of hosting the 2012 Summer Olympic Games for the city of London." Thesis, Loughborough University, 2013. https://dspace.lboro.ac.uk/2134/13592.

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Contemporarily, the hosting of mega-events (MEs) is one of several strategies used by cities and governments to bring about improvements in a place s image and recognition. While London, host of the 2012 Olympic Games, is already considered to be a leading global city (e.g. Anholt & GfK Roper, 2011), the potential image benefits to be accrued from hosting the Games may in fact impact more upon internal, domestic perceptions rather than on external, international perceptions (Anholt, Oon, Masure et al., 2008). A key objective, therefore, for those involved in the development and delivery of the

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Ramos, Topham Manuel Adolfo. "La afinidad de producto y marca en el co-branding y su relación con la preferencia." Doctoral thesis, Universitat Politècnica de Catalunya, 2015. http://hdl.handle.net/10803/309296.

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The purpose of this thesis is to investigate the relationship that product fit and brand fit have with consumer preference in co-branding. Product combinations were determined by whether they fit or not using the input from 60 subjects, through surveys. Then, brand combinations were designed based on the input from another set of 60 subjects who decided which brands from those product combinations fit and which did not fit. Four final combinations were formed. The combinations included products and brands that fit, products that fit with brands that did not fit, products that did not fit with

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Ask, Marie-Michélle, and Frida Robertson. "Co-branding och dess effekter på Brand Equity : En fallstudie på samarbetet mellan Prada och LG." Thesis, Södertörn University College, School of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-1541.

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<p>This dissertation is a case study on the Co-branding between Prada and LG, ”The Prada phone by LG”. The purpose of the study is to broaden the understanding of Co-branding and the effects this type of collaboration can have on a company’s brand. The research questions are: “What effects can a Co-branding have on a company’s Brand Equity?” and “How can these effects be measured?”. The study has been made using questioners, which have been exposed in diagrams. The sampling frame used is the target group for “The Prada phone by LG”. We decided to construct the questioners by using the four par

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