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Journal articles on the topic 'Co-branding'

Author: Grafiati
Published: 4 June 2021
Last updated: 10 March 2023

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1

Wilkof, Neil. "Branding, co-branding and innovation: expectations and limitations." Journal of Intellectual Property Law & Practice 13, no. 8 (February 16, 2018): 611–24. http://dx.doi.org/10.1093/jiplp/jpx235.

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2

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

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3

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

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4

Rowley, Jennifer, and Sonya Hanna. "Branding destinations: symbolic and narrative representations and co-branding." Journal of Brand Management 27, no. 3 (December 17, 2019): 328–38. http://dx.doi.org/10.1057/s41262-019-00180-8.

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5

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 (October 1, 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-branding. The second aims of this paper are to promote the model of co-branding. The paper is also dealing with analyzing the theories of brand association and brand extension. The paper discussed, along with various case studies of co-branding of products and services.
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6

Palguna, I. Gusti Ngurah Bagus Dwira. "THE BLACK AND WHITE OF GOFOOD CO THE BLACK AND WHITE OF GOFOOD CO-BRANDING." Jurnal Entrepreneur dan Entrepreneurship 9, no. 2 (December 14, 2020): 13–24. http://dx.doi.org/10.37715/jee.v9i2.1451.

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Abstract This research aims to find out how the implementation of Gofood co-branding with its culinary partners, as well as to find out the pros and cons felt by partners since carrying out their co-branding with Gofood. This research is a qualitative research. The focus is on informants’ personal, not specific companies or agencies, understanding. The data collection technique used is in-depth interviews with source triangulation as a data validity technique. The results obtained show that Gofood's co-branding with restaurant partners falls into the same type of co-branding but with different levels of co-branding and value creation. The pros felt by the partners lies in increasing sales, brand awareness and coverage of the sales areas while the thing that is a contra is pricing. Keywords--- co-branding, third-party online food delivery, business owner experience, Gofood
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7

Washburn, Judith H., Brian D. Till, and Randi Priluck. "Co‐branding: brand equity and trial effects." Journal of Consumer Marketing 17, no. 7 (December 1, 2000): 591–604. http://dx.doi.org/10.1108/07363760010357796.

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Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand (composite brand). This research examines the effects of co‐branding on the brand equity of both the co‐branded product and the constituent brands that comprise it, both before and after product trial. It appears that co‐branding is a win/win strategy for both co‐branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity. Although low equity brands may benefit most from co‐branding, high equity brands are not denigrated even when paired with a low equity partner. Further, positive product trial seems to enhance consumers’ evaluations of co‐branded products, particularly those with a low equity constituent brand. Co‐branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name.
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Kim, Woo Gon, Soojin Lee, and Hae Young Lee. "Co-Branding and Brand Loyalty." Journal of Quality Assurance in Hospitality & Tourism 8, no. 2 (November 28, 2007): 1–23. http://dx.doi.org/10.1300/j162v08n02_01.

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9

Cegarra, Jean-Jack, and Géraldine Michel. "Co-branding: clarification du concept." Recherche et Applications en Marketing (French Edition) 16, no. 4 (December 2001): 57–69. http://dx.doi.org/10.1177/076737010101600404.

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L'objectif de cet article est de clarifier et d'approfondir le concept de co-branding, et de proposer un cadre de réflexion face à ce type d'alliance de marques. Dans cette optique, la problématique générale du co-marquage est présentée. Puis, sur la base des travaux relatifs aux extensions de marques, et plus spécifiquement ceux fondés sur la théorie de la catégorisation et celle des représentations sociales, des éléments d'évaluation d'une stratégie de co-marquage sont proposés.
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10

Childs, Michelle, and Byoungho Ellie Jin. "Brand and retailer co-branding." Journal of Fashion Marketing and Management: An International Journal 24, no. 1 (March 13, 2020): 49–65. http://dx.doi.org/10.1108/jfmm-03-2019-0061.

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PurposeMany fashion brands employ growth strategies that involve strategically aligning with a retailer to offer exclusive co-brands that vary in duration and perceived fit. While growth and publicity are enticing, pursuing collaboration may change consumers' evaluation of the brand. Utilising commodity and categorisation theory, this research tests how a brand may successfully approach a co-brand with a retailer.Design/methodology/approachThree experimental studies manipulate and test the effect of co-brand duration (limited edition vs ongoing) (Study 1), the degree of brand-retailer fit (high vs low) (Study 2), and its combined effect (Study 3) on changes in consumers' brand evaluation.FindingsResults reveal that consumers' evaluations of brands become more favourable when: (1) brand-retailer co-brand make products available on a limited edition (vs ongoing) basis (Study 1), (2) consumers perceive a high (vs low) degree of brand-retailer fit (Study 2) and (3) both conditions are true (Study 3).Research limitations/implicationsIn light of commodity and categorisation theory, this study helps to understand the effectiveness of a brand-retailer co-branding strategy.Practical implicationsTo increase brand evaluations, brands should engage in a limited edition strategy, rather than ongoing when collaborating with retailers. It is also important to select an appropriately fitting retailer for a strategic partnership when creating a co-brand.Originality/valueWhile previous studies highlight the importance of perceived fit upon extension, perceived fit between brand and retailer co-brand had yet to be investigated. Additionally, this research investigates changes in brand evaluations to more accurately understand how co-branding strategies impact the brand.
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11

Bengtsson, Anders, and Per Servais. "Co-branding on industrial markets." Industrial Marketing Management 34, no. 7 (October 2005): 706–13. http://dx.doi.org/10.1016/j.indmarman.2005.06.004.

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12

Motion, Judy, Shirley Leitch, and Roderick J. Brodie. "Equity in corporate co‐branding." European Journal of Marketing 37, no. 7/8 (August 2003): 1080–94. http://dx.doi.org/10.1108/03090560310477672.

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13

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 (January 9, 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 rather than proactive in this context. Practical implications The findings provide reassuring guidance to practitioners on applying strategic place branding models in product-place co-branding settings, given the unique risks associated with product-place co-branding. Originality/value Given the novelty of and the need to advance knowledge on product-place co-branding as a component of place branding, this study extends extant literature on the use of SPBM in a successful product-place co-branding setting. Additionally, it extends the value of place branding concepts for industries other than popularly studied tourism.
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14

Nuryanti, B. Lena. "PENGARUH CO-BRANDING TERHADAP LOYALITAS PELANGGAN PADA PRODUK FEDERAL OIL (Survei Pada Pengguna Sepeda Motor Honda di FPIPS-UPI)." Strategic : Jurnal Pendidikan Manajemen Bisnis 9, no. 2 (September 13, 2009): 75. http://dx.doi.org/10.17509/strategic.v9i2.1068.

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Pertamina merupakan perusahan minyak yang mampu mensuplai kebutuhan agen-agen produsen pelumas diantaranya adalah PT. Federal Karyatama yang mengeluarkan merek Federal Oil ini sebagai merek pelumas yang dipasarkan secara umum. Strategi Co-Branding dikembangkan oleh manajemen PT. Federal Karyatama yang bekerjasama dengan PT. Astra Honda Motor. Penelitian ini menganalisis mengenai pengaruh Co-Branding terhadap loyalitas pelanggan pada Federal Oil. Adapun yang menjadi objek dari penelitian ini adalah para pengguna motor honda yang berada di FPIPS-UPI yang mencapai 327 motor Honda dalam sehari. sebagai variabel bebas (X) yaitu Co-Branding yang memiliki atribut dasar yaitu Reach Awareness Co-Branding, Values Endorsement Co-Branding, Ingredient Co-Branding, Complementary Competence Co-Branding, Short Duration, dan Long Duration. Dan yang merupakan variabel terikat (Y) adalah Loyalitas Pelanggan yang terdiri dari empat dimensi, yakni Pembelian ulang, Pembelian diluar lini produk dan jasa, Rekomendasi kepada orang lain, Kekebalan terhadap produk atau jasa pesaing.Tujuan dari penelitian ini adalah untuk mengetahui seberapa besar pengaruh Co-Branding terhadap Loyalitas pelanggan pada produk Federal Oil di FPIPS-UPI. Penelitian ini menggunakan metode Survey Eksplanatory, sedangkan pengolahan data menggunakan analisis regresi sederhana melalui bantuan program SPSS 11.5 untuk Windows.Hasil penelitian ini menerangkan bahwa Co-Branding memiliki kontribusi yang kuat terhadap loyalitas pelanggan yaitu sebesar 0,602, di mana angka korelasi yaitu 0,602 termasuk kategori kuat yang berada diantara (0,600 – 0,799).
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Fakhruddin, Sulthan Hanif, and Reni Shinta Dewi. "Pengaruh Co-Branding dan Customer-Based Brand Equity terhadap Keputusan Pembelian (Studi pada Co-Branding Produk Stockroom-Oldblue di Jakarta)." Jurnal Ilmu Administrasi Bisnis 9, no. 3 (August 14, 2020): 360–68. http://dx.doi.org/10.14710/jiab.2020.28136.

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The company attempts to achieve maximum profit by increasing consumers’ purchase decision through various efforts, in this case, the efforts made by Stockroom are co-branding with Oldblue and increasing their customer-based brand equity. However, based on data obtained from Stockroom Jakarta shows fluctuation in the sales achievement from 2014 to 2019. This study aims to determine the effect of co-branding and customer-based brand equity on the purchase decision. This type of research is explanatory research. The sampling techniques used are accidental sampling and purposive sampling. The number of samples taken was 100 respondents, who are consumers of Stockroom in Jakarta. The research that is used to determine the effect of co-branding and customer-based brand equity on purchase decisions will present statistics with the help of IBM SPSS version 21.0. The result of this research shows that co-branding affected the purchase decision by contributing 23,6%, customer-based brand equity affects the purchase decision by contributing 57,9%. Whereas, co-branding dan customer-based brand equity, simultaneously influence the purchase decision by contributing 58%. While the rest is influenced by other factors besides co-branding and customer-based brand equity. Based on the calculation of the F Test shows that there is a significant influence between co-branding and customer-based brand equity on the purchase decision.Perusahaan dituntut untuk berusaha agar dapat meraih keuntungan sebesar-besarnya dengan meningkatkan keputusan pembelian konsumen melalui berbagai upaya, dalam hal ini upaya yang dilakukan oleh Stockroom di antaranya menjalankan co-branding dengan Oldblue serta meningkatkan customer-based brand equity. Namun, berdasarkan data yang diperoleh dari Stockroom Jakarta, penjualan perusahaan pada tahun 2014 hingga 2019 menunjukkan hasil yang fluktuatif. Penelitian ini bertujuan untuk mengetahui pengaruh co-branding dan customer-based brand equity terhadap keputusan pembelian. Tipe penelitian ini adalah explanatory research. Teknik pengambilan sampel menggunakan teknik sampling accidental dan purposive sampling. Adapun jumlah sampel yang diambil sebanyak 100 responden, yang merupakan konsumen Stockroom di Jakarta. Penelitian yang digunakan untuk mengetahui pengaruh co-branding dan customer-based brand equity terhadap keputusan pembelian menggunakan statistik dengan bantuan sistem IBM SPSS versi 21.0. Hasil penelitian menunjukan bahwa co-branding berpengaruh terhadap keputusan pembelian dengan menyumbang 23,6%, customer-based brand equity berpengaruh terhadap keputusan pembelian dengan menyumbang 57,9%. Sedangkan, secara simultan co-branding dan customer-based brand equity berpengaruh terhadap keputusan pembelian dengan menyumbang 58%. Sedangkan sisanya dipengaruhi oleh faktor lain selain co-branding dan customer-based brand equity. Berdasarkan perhitungan Uji F menunjukkan bahwa terdapat pengaruh signifikan antara co-branding dan customer-based brand equity terhadap keputusan pembelian.
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Mróz-Gorgoń, Barbara, Roman Kozel, and Mateusz Grzesiak. "Co-branding and brand loyalty: higher education institutions perspective." Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia 52, no. 5 (May 10, 2019): 47. http://dx.doi.org/10.17951/h.2018.52.5.47-56.

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There are various strategies for creating brands. One of the branding strategies, i.e. the strategy of creating a brand in the minds of consumers, is the brand alliance, or co-branding. Co-branding is a kind of marketing agreement established to combine several brands. The aim of the article is to present the issue of co-branding and to determine the relationship between loyalty to the brand and the strategy of co-branding on the example of universities. The article is based on the analysis of the subject literature and presents the results of the authors’ original study.
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Andreini, Daniela, Mara Bergamaschi, Giuseppe Pedeliento, and Jari Salo. "Industrial Ingredient Co-branding: A Brand Relationship Approach." International Journal of Business and Management 11, no. 7 (June 21, 2016): 23. http://dx.doi.org/10.5539/ijbm.v11n7p23.

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<p>Existing research on industrial ingredient co-branding alliances has largely focused on the functional and<br />transactional value that ingredient brands provide to ingredient buyers and sellers. The current research draws on the brand relationship perspective to investigate how the relational assets of ingredient brands generate value for both ingredient buyers and for the ingredient supplier itself. For the former, such value manifests in ingredient co-branding value, and for the latter, the value lies in brand equity. The results are derived from a survey of 107 ingredient buyers from a multinational ingredient manufacturer aiming to initiate ingredient co-branding agreements in the energy component industry. The results of the structural equation model reveal that ingredient brand trust directly affects both ingredient brand loyalty and ingredient co-branding value, but indicate no significant effect between brand loyalty and ingredient co-branding value. Moreover, ingredient co-branding value proved to be a driver of ingredient supplier brand equity.</p>
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Pham, Hong Long, Trang Pham, and Tam Thanh Nguyen. "Value co-creation in branding: A systematic review from a tourism perspective." European Journal of Tourism Research 32 (August 5, 2022): 3203. http://dx.doi.org/10.54055/ejtr.v32i.2597.

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Although the concept of value co-creation has been predominant in the marketing discipline, there remains surprisingly little research on value co-creation in branding. This paper aims to provide a systematic literature review to demonstrate how the value co-creation literature for branding and tourism destinations has evolved. A three-phase methodology was adopted to critically analyse 74 articles from 2010 to 2022 to collect ideas and develop a more comprehensive understanding. Five main research areas with several research gaps were identified and categorised as: (a) conceptual research on value co-creation in branding; (b) Technology enables value co-creation in branding; (c) Value co-creation in branding from Enterprises’ perspectives; (d) Customer engagement in brand value co-creation; and (e) Value co-creation in tourism destination branding. Apart from providing valuable insights into value co-creation, the findings also aid marketers in establishing more effective collaboration across a variety of stakeholders and their brands, notably in the tourism industry, thereby adding to the existing literature in the marketing discipline.
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Xiao, Na, and Seung Hwan (Mark) Lee. "Brand identity fit in co-branding." European Journal of Marketing 48, no. 7/8 (July 8, 2014): 1239–54. http://dx.doi.org/10.1108/ejm-02-2012-0075.

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Purpose – This paper aims to introduce brand identity (BI) fit as an important factor that influences co-branding success. Based on motivated reasoning theory, the authors propose consumer-brand (C-B) identification moderates the effect of BI fit on co-branding attitudes. In addition, they investigate the role of consumer coping and perceived BI fit on consumers’ attitude toward co-branding. Design/methodology/approach – Two experiments were conducted to test the research hypotheses. Findings – Study 1 results reveal that when C-B identification is low, consumers’ co-branding evaluations and the loyalty of the focal brand are higher in the low BI fit condition than those in the high BI fit condition. When C-B identification is high, such effects are not observed. Study 2 results reveal that when the BI fit is low, decoupling is more effective than biased assimilation at defending the positive evaluations of the focal brand. Research limitations/implications – First, while the authors focus particularly on BI fit, it may be fruitful for marketers to combine BI fit with other types of fit such as functional dimension fit and product category fit. For example, while the results suggest marketers should co-brand with low BI fit pairs when targeting at low C-B identification consumers, this recommendation should be taken in conjunction with how consumers respond to other co-branding fit strategies. Second, the authors encourage future researchers to explore deeper into the consumer coping in other contexts. As these elements are critical to consumers’ attitudes, it will be beneficial to see how decoupling or biased assimilation strategies differ in other co-branding fit contexts. Practical implications – The authors advise marketers to consider both the level of BI fit and the level of C-B identification when looking for a co-brand partner. When targeting low C-B identification consumers, it is better for marketers to find a co-branding partner with a low BI fit than high BI fit. This is a counterintuitive finding given that higher fit (e.g. product category fit and brand image fit) is often associated with positive evaluations. For high C-B identification consumers, BI fit does not adversely affect consumer attitudes (and loyalty). Thus, these consumers are safer targets for marketers in terms of maintaining attitudes. Second, the authors find that when perceived BI fit is low, decoupling strategy is more effective than biased assimilation strategy at defending the positive evaluations of the focal brand. However, when perceived BI fit is high, the two coping strategies have little difference in influencing co-branding attitudes. Thus, the authors advise marketers to encourage their consumers to cope using a decoupling strategy to garner higher attitudes. Originality/value – The authors introduce BI fit as an important abstract dimension of brand image fit when facing co-branding decisions. Overall, our results demonstrate C-B identification moderates the effects of BI fit on co-branding attitudes. Counter-intuitively, the results suggest that low BI fit co-branding can also generate higher attitudes depending on consumers’ level of brand identification. Moreover, marketers must also be wary of how consumers cope with co-branding, as coping explains the underlying mechanism of how consumers deal with high or low perceived BI fit. Specifically, our findings suggest that consumer coping moderates the relationship between perceived BI fit and co-branding attitudes.
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Dudko, Pavlo. "ADVANTAGES AND PROSPECTS OF CO-BRANDING IN THE UKRAINIAN MARKET." Management 34, no. 2 (January 10, 2022): 103–13. http://dx.doi.org/10.30857/2415-3206.2021.2.9.

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BACKGROUND AND OBJECTIVES. The marketing practices of companies over the past two decades have increasingly been based on co-marketing, or inter-firm marketing alliances. The mutual recognition and understanding that each firm's success depends in part on the other firm forms the foundation underlying co-marketing activities. Firms move from trying to win alone to forming networks of partner firms. Corporations understand the need for alliances to acquire and maintain competitive advantage.METHODS. We used general scientific and special research methods: abstract-logical – to summarize theoretical and methodological foundations of co-branding as an integrative marketing tool for joint development of companies; economic-statistical – to analyze the level of development of poultry companies; monographic – to study the experience of individual companies with horizontal form of co-branding; analysis and synthesis – to study the components of co-branding companies; sociological research – to identify key success factors of co-branding.FINDINGS. The structural and logical model of co-branding alliances of poultry companies, the use of which is based on a co-branding strategy, creates the necessary basis for its further development within the framework of modern marketing theory, will increase the effectiveness of co-branding.CONCLUSION. Co-branding, which is a form of strategic collaboration between two brands that involves bringing them together to create a new product or service, makes the marketing alliances of companies visible to the consumer. In doing so, companies imply recognition of the fact that their prominence represents added value. Closer collaboration with retailers, more focused promotion, and co-branding are becoming ways for many consumer companies to control costs and keep prices down. An example of such cooperation is the use of a co-branding strategy for poultry companies.
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Kusuma, Michelle, and Fransiska Anita Fransiska Anita. "Pengaruh Co-Branding Terhadap Keputusan Pembelian Produk Coklat." Wahana 73, no. 1 (July 2, 2021): 71–76. http://dx.doi.org/10.36456/wahana.v73i1.3617.

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Dalam memenangkan persaingan, Cadbury dan Oreo yang merupakan merek terkenal berkolaborasi untuk menciptakan produk coklat campuran biskuit. Strategi penggabungan merek (co-branding) ini diharapkan dapat menjadikan produk tersebut sebagai pilihan konsumen dalam membeli. Tujuan penelitian untuk memverifikasi pengaruh co-branding terhadap keputusan pembelian, studi penelitian ini dilakukan pada konsumen produk Cadbury Oreo di Bandung. Penelitian ini menggunakan teknik survey dengan mengisi kuesioner yang disebarkan kepada konsumen yang pernah mengkonsumsi produk coklat tersebut dan data diolah secara kuantitatif. Hasil penelitian memperlihatkan co-branding berpengaruh signifikan sebesar 51,7% terhadap keputusan pembelian. Penelitian ini membuktikan strategi co-branding dapat memberikan pengaruh positif terhadap keputusan pembelian dan mampu meningkatkan konsumen dalam melakukan keputusan pembelian.
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VRANEEVI, TIHOMIR, MIROSLAV MANDI, and SANDRA HORVAT. "CO-BRANDING OR ALLIANCE OF BRANDS." International Journal of Management Cases 9, no. 3 (January 1, 2007): 342–47. http://dx.doi.org/10.5848/apbj.2007.00038.

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Tiago, Flávio, Pedro Correia, Victor-Alexandru Briciu, and Teresa Borges-Tiago. "Geotourism Destinations Online Branding Co-Creation." Sustainability 13, no. 16 (August 9, 2021): 8874. http://dx.doi.org/10.3390/su13168874.

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The application of brand theory to destinations has grown in the last few decades, with the destination brand personality being a viable metaphor for creating and positioning destination brands. An often-overlooked tourism typology is geotourism; more specifically, volcanic tourism, since it can be a passive element of any tourism form or active nature tourism. However, its potential is relatively unexplored in terms of online branding. For this reason, the present study analyzes online brand image co-creation, using 300 websites related to three unique volcanic tourism destinations—Iceland, the Azores, and the Canary Islands. Three different types of sources (destination marketing organizations, commercial, and editorial websites) created these contents. The results demonstrate significant differences between the communication of the three destinations, with Iceland, where there is less aligned communication, most valuing geo elements in their communication, and the Azores, where all stakeholders communicate similar brand personality traits, displaying more aligned communication regarding brand personality. In the Canary Islands geotourism is less explored as a destination offer and is consequently less communicated. Acknowledging the different brand positioning and the parity and differentiation points among destinations with the same baseline offer—volcanic tourism—can be helpful for destination brand managers to reignite tourism and promote a unique tourism experience.
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Kharil Anuar, Nur Syuhaada, Izhar Hafifi Zainal Abidin, Azlina Samsudin, Azahar Adzmy, and Luqmanul Hakim Zulkornain. "Revisiting the Issues of Co-Branding." Jurnal Intelek 16, no. 2 (July 31, 2021): 11–19. http://dx.doi.org/10.24191/ji.v16i2.391.

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In the maturing Malaysian market environment, co-branding is becoming a more common type of growth strategy. Despite being a scheme that could drive companies dedicated to it, some problems emerged tainting the scheme's original goals. Via searches in online databases such as ScienceDirect, Scopus, SpringerLink, and ProQuest ABI/ INFORM Collection, this paper identified related studies published between 1994 and 2019. This search strategy yielded 22 literatures that meet the conclusion requirements. Four patterns of co-branding issues in the hospitality industry which are management, marketing, product and service, and customer were found using content analysis.
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Singh, Nitin. "Co-Branding : Euphoria of Brand Alliance." Review of Professional Management- A Journal of New Delhi Institute of Management 11, no. 2 (December 1, 2013): 52. http://dx.doi.org/10.20968/rpm/2013/v11/i2/88698.

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Chen, Chien-Wei, and Nai-Hwa Lien. "Consumer evaluations of service co-branding." Service Industries Journal 38, no. 13-14 (January 25, 2018): 995–1016. http://dx.doi.org/10.1080/02642069.2018.1427738.

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Hultman, Claes. "Co‐Branding: The Science of Alliance." European Journal of Marketing 36, no. 11/12 (December 2002): 1439–41. http://dx.doi.org/10.1108/ejm.2002.36.11_12.1439.1.

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28

Blackett, Tom, and Nick Russell. "Co-branding — the science of alliance." Journal of Brand Management 7, no. 3 (January 2000): 161–70. http://dx.doi.org/10.1057/bm.2000.3.

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Wright, Owen, Lorelle Frazer, and Bill Merrilees. "McCafe: The McDonald's co-branding experience." Journal of Brand Management 14, no. 6 (May 11, 2007): 442–57. http://dx.doi.org/10.1057/palgrave.bm.2550088.

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Hu, Jing, Mingshun Song, and Xiao Yu. "Fuzzy Cognition on Factors Influencing the Co-Branding in Technical Standards Alliance – From Member Selection Perspective." Journal of Advanced Computational Intelligence and Intelligent Informatics 21, no. 6 (October 20, 2017): 1065–72. http://dx.doi.org/10.20965/jaciii.2017.p1065.

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Branding is an important resource in a technical standards alliance. As a kind of essential resource utilization pattern, joint branding is beneficial for the enterprises in an alliance in realizing the increment of value. The selection of a cooperative partner is the first step in co-branding, and plays a significant role. This paper emphasizes the critical significance of alliance member selection for co-branding, and regards it as a breakthrough point in analyzing the key influential factors and causal correlation of such branding. Through a combination of a fuzzy cognitive map and the non-linear Hebbian learning algorithm, this research establishes a fuzzy evaluation model, realizes the dynamic simulation of a complex network system with multiple causal correlations, and obtains a final steady state of co-branding for a technical standards alliance. Thus, it allows a better understanding of the mutual relations among the different influencing factors of co-branding and their effect, as well as the proposal of a reference policy for an improvement of such influencing factors and the conversion efficiency of the optimal results.
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LEE, Chia-Lin, and Reinhold DECKER. "CO-BRANDING PARTNER SELECTION: THE IMPORTANCE OF BELIEF REVISION." Journal of Business Economics and Management 17, no. 4 (July 8, 2016): 546–63. http://dx.doi.org/10.3846/16111699.2016.1197848.

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This paper applies the stereotype change theory to help bridge a major literature gap on co-branding partner selection: why both identical and highly different brand pairs often fail. We argue that, given that a primary goal of establishing a co-branding alliance is to positively revise consumers’ beliefs about important attributes of the allying brands, the case of no belief-revision can lead to a failure of the alliance. We show that both an identical and a highly incongruent partnership in terms of attribute-level difference can fail due to the lack of belief-revision. We report that a moderately incongruent brand pair is a promising decision on co-branding partner selection. In doing so, our research contributes to the explanation of why the two “extreme” types of co-branding alliances may fail from the perspective of consumer evaluation. For brand managers, we offer a normative guideline for co-branding partner selection.
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Garaus, Marion, Elisabeth Wolfsteiner, and Arnd Florack. "When Food Co-Branding Backfires: The Overexpectation Effect." Foods 11, no. 14 (July 19, 2022): 2136. http://dx.doi.org/10.3390/foods11142136.

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While food research has paid considerable attention to the effect of brand names on brand evaluation, the role of co-branding strategies and hence simultaneous exposure to two different brand names is under-researched. Against this background, we investigated the overexpectation effect in the context of food co-branding. More specifically, we explored to what extent food co-branding can harm brand evaluations of the co-brand and the brand level of the partner. In doing so, we challenged the conventional wisdom that co-branding leads to higher brand evaluations than those of monobrands. Results from two online experiments confirmed the theoretical reasoning derived from adaptive learning models: combining two brands results in an overexpectation effect, which manifests in a decrease in levels of brand evaluation for the co-brand compared to the partnering brands before co-brand exposure. Brand strength and brand fit moderate this effect.
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Wang, Stephen W., and Jillian Farquhar. "Co-branded services: perceived benefits and involvement of co-branded credit cards." International Journal of Bank Marketing 36, no. 5 (June 4, 2018): 969–87. http://dx.doi.org/10.1108/ijbm-05-2017-0098.

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PurposeThe purpose of this paper is to further the consumer services theory in financial services marketing by examining how perceived benefits influence consumer intention-to-use a co-branded credit card and further how intention-to-use is moderated by involvement.Design/methodology/approachA conceptual model is developed and tested. A convenience sample of users of a co-branded credit card was surveyed. The responses were analyzed using structural equation modeling.FindingsResults show a strong association between perceived benefits and co-brand equity and between co-brand equity and co-brand preference, as well as between perceived benefits and intention-to-use. The research also identifies four perceived benefits of a co-branded credit card. They also show that highly involved consumers are less affected by perceived benefits than their low involvement counterparts.Research limitations/implicationsFurther research might consider co-branding across categories of services and explore the ambivalent results of co-brand preference in the mode. This research is limited by the use of a convenience sample and a cross-sectional survey. A probability sample and a longitudinal element to the study would have added weight to the study’s findings.Practical implicationsManagers with co-branding responsibilities should focus on improving the perceived benefits of co-branded credit cards.Social implicationsThis study has a wider application to understanding how co-branding services may be applied in not-for-profit situations, specifically affinity card co-branding, thus generating greater revenue for charitable and social concerns.Originality/valueThis research advances research in the financial services consumer theory by demonstrating a strong association between perceived benefits and intention-to-use a co-branded credit card, distinguishing between the behavioral traits of consumers with high and low levels of involvement. It thus advances the consumer theory in co-branding.
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Baumann, Sabine, and Ulrike Rohn. "Meet the Predators." TV Formats and Format Research 5, no. 9 (August 1, 2016): 105. http://dx.doi.org/10.18146/2213-0969.2016.jethc106.

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The TV industry has traditionally relied on advertising and subscription fees for revenue. Recently, brand extensions and co-branding strategies have been rediscovered as income sources. A prominent example of such a strategy is the TV format Dragons’ Den, which has been locally produced in many different countries. We use this intriguing case to explore the extensive and intricate co-branding relationships and brand extensions in the business-to-consumer and the business-to-business settings of TV companies. Our paper analyses global adaptations and cultural branding of Dragons’Den; in particular, brand extensions and co-branding strategies.
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Basit, Abdul, Siti Munfarida, Rully Rully, and Mateo Jose A. Vidal. "Co-branding of compass shoes on social networks." Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 5, no. 2 (June 30, 2021): 302–18. http://dx.doi.org/10.25139/jsk.v5i2.3759.

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Today's competition requires each product to develop a co-branding strategy in reaching the market, especially in the digital era where social networking is a space to build brand identities. So this research was conducted to find out how to co-brand Compass Shoes on social networks. To find out how much influence the co-branding variable has on social networks, seen from the dimensions of social networks by measuring social networks—using a quantitative-explanatory methodology, a data collection using a random questionnaire with a total of 398 respondents who meet the characteristics of the sample. The results of this study have a hypothesis where the exogenous variable, namely co-branding, has a significant effect on the endogenous variable, namely social networking. Creating co-branding, of course, must have a strong strategy in innovation and be able to understand consumer desires by providing collaboration space to build a shared identity.
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Lucarelli, Andrea. "Co-branding public place brands: towards an alternative approach to place branding." Place Branding and Public Diplomacy 14, no. 4 (January 11, 2018): 260–71. http://dx.doi.org/10.1057/s41254-017-0085-3.

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Wang, Weisha, Cheng-Hao Steve Chen, Bang Nguyen, and Paurav Shukla. "Collaboration between East and West: influence of consumer dialectical self on attitude towards co-brand personality traits." International Marketing Review 37, no. 6 (May 26, 2020): 1155–80. http://dx.doi.org/10.1108/imr-01-2019-0012.

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PurposeWith rising globalization, Western and Eastern brands are increasingly collaborating and co-branding. Drawing on the theory of dialectical self that captures the degree of cognitive tendency to tolerate conflicts, inconsistencies and ambiguities in self-concept, this paper investigates the effect of consumer dialectical self on co-branding that encompasses Western and East Asian cultural brand personality traits.Design/methodology/approachTwo studies were conducted using Chinese participants to examine the effects of the dialectical self on co-brand evaluation under single-and dual-personality conditions and to explore the mediating role of ideal social self-congruence and the moderating role of product type (high vs low conspicuous).FindingsThe findings suggest that counterintuitive to the received wisdom, the dialectical self negatively influences one's attitude towards a co-brand in the dual-personality condition only. Further, ideal social self-congruence mediates the relationship between the dialectical self and dual-personality co-brand evaluation in the high conspicuous product condition only.Practical implicationsImportant implications are offered to international marketing managers for managing the dialectical self that lead to positive co-brand evaluations. Moreover, managers should highlight ideal social self-congruence for co-branding success for particular product types.Originality/valueThis paper examines co-branding from a novel perspective of consumer dialectical self and shows the pivotal role it plays when brands carry varying cultural traits engage in co-branding. By identifying the role of the dialectical self and the important mediator and moderator, the paper fulfils an important gap in co-branding literature and offers key implications.
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Cordeiro, Rafaela Almeida, Mateus Canniatti Ponchio, and José Afonso Mazzon. "Evaluating co-branded products: the socioeconomic strata effect." Marketing Intelligence & Planning 34, no. 6 (September 5, 2016): 795–809. http://dx.doi.org/10.1108/mip-01-2015-0008.

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PurposeThe purpose of this paper is to identify whether consumer evaluations of products are influenced by the presence of co-branding with a well-known reputable ingredient brand and whether differences in evaluations are related to the socioeconomic stratum of the consumer. Design/methodology/approachThese questions were investigated by way of two experiments: the first, using a between-subjects approach that was carried out with 210 subjects and the second, using between- and within-subjects approaches that were carried out with 305 subjects. FindingsThe results show that: products produced by both little-known and well-known brands are evaluated more favourably when they are co-branded with a well-known ingredient brand; there is no evidence that the co-branding effect on product evaluation is stronger for little-known brand products than for well-known brand products; and there is weak evidence that the co-branding effect on product evaluation is stronger among subjects from lower socioeconomic strata than among subjects from the upper stratum. Research limitations/implicationsThe theory of anchoring alone is insufficient for explaining differences in product evaluations when the co-branding strategy is adopted. It is believed that positive effects can be also interpreted by the assimilation and signalling theories. Practical implicationsAs for the managerial implications, the authors offer insights into the impacts of using a strategic co-branding alliance on the products of little-known brands among consumers from lower and upper strata. Originality/valueThe study contributes to consumer behaviour literature, specifically with regard to ingredient-brand effects in co-branding strategies from the perspective of the end consumer.
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Hakim, Imam Nur. "Bagaimana Mengukur Efektifitas Co-Branding Wonderful Indonesia: Studi Konseptual." Jurnal Kepariwisataan Indonesia : Jurnal Penelitian dan Pengembangan Kepariwisataan Indonesia 14, no. 1 (August 2, 2020): 21–37. http://dx.doi.org/10.47608/jki.v14i12020.21-37.

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Kementerian Pariwisata, melalui program Wonderful Indonesia (WI), memutuskan untuk menggunakan peningkatan Country Brand Ranking (edisi pariwisata) pada 2015 sebagai momentum untuk menerbitkan kebijakan co-branding. Sekarang, kolaborasi ini telah melibatkan 172 mitra dari 14 kategori perusahaan. Seharusnya, kolaborasi ini dapat meningkatkan ekuitas merek WI dan berdampak pada perluasan jangkauan pasar, peningkatan kesadaran, dan menunjukkan citra merek yang lebih positif. Namun, peringkat merek WI terus kalah dari pesaing utamanya. Oleh karena itu perlu dilakukan langkah evaluatif terkait efektivitas kerja sama co-branding. Penelitian ini menggunakan pendekatan deskriptif kualitatif dan yang secara konseptual mengungkapkan beberapa pilihan metode dalam mengukur efektivitas co-branding WI dari perspektif wisatawan. Hasil penelitian ini menemukan bahwa pilihan kesadaran merek, citra merek, sikap terhadap merek, niat beli, dan kekuatan elemen pembentuk co-branding dapat menjadi alat ukur untuk menentukan sejauh mana kolaborasi ini dianggap efektif.
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Kriyantono, Rachmat. "Aplikasi Teori Osgood untuk Evaluasi Pemaknaan Internal Strategi Komunikasi Pemasaran Co-branding." Jurnal Ilmu Komunikasi 17, no. 2 (September 2, 2020): 193. http://dx.doi.org/10.31315/jik.v17i2.2855.

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Penelitian ini bertujuan untuk menerapkan teori makna semantik (Semantic Meaning) dan skala diferensial semantik (Semantic Differential Scale) dari Osgood untuk mengevaluasi produk co-branding, sebagai strategi komunikasi pemasaran. Hipotesis pertama yang dirumuskan adalah produk co-brand memiliki makna yang berbeda dari konsumen potensial walaupun produk tersebut identik. Hipotesis kedua adalah merek induk mendapatkan makna yang lebih positif - evaluasi, aktivitas, potensi. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei terhadap 111 mahasiswa, hipotesis penelitian telah dibuktikan. Temuan ini juga mengonfirmasi beberapa faktor yang menentukan efektivitas strategi co-branding, seperti persepsi responden, merek induk, perusahaan atau ekuitas merek, dan kemampuan perusahaan untuk memenuhi produk dengan kebutuhan konsumen. Penelitian memberikan kontribusi untuk mengembangkan studi komunikasi pemasaran di Indonesia, khususnya subjek co-branding. Sangat sedikit penelitian empiris kuantitatif dari para akademisi di bidang ini meskipun co-branding telah digunakan sebagai stimulus eksternal kepada konsumen dalam komunikasi pemasaran.
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Pinello, Cinzia, Pasquale Massimo Picone, and Arabella Mocciaro Li Destri. "Co-branding research: where we are and where we could go from here." European Journal of Marketing 56, no. 2 (January 25, 2022): 584–621. http://dx.doi.org/10.1108/ejm-02-2021-0073.

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Purpose The motivations behind co-branding alliances, the differences in performance between the paired brands and the emergence of “spillover effects” have been pillars of the marketing research agenda for almost three decades. We observe an extensive number of studies on co-branding alliances, combined with multiple theoretical perspectives and empirical approaches informing extant literature. The purpose of this paper is to summarize of the state of the art of this research. Design/methodology/approach The authors offer a systematic literature review of 190 papers on co-branding alliances. The authors portray a picture of the theories informing co-branding research and build a conceptual framework that summarizes the concepts and variables used in this literature. Finally, 11 interviews with managers and consultants of European firms help to reveal potential problems in practice and needs that are not captured by previous studies. Findings The authors develop a map of theories used to investigate co-branding alliances and build a conceptual framework linking motivations, co-branding alliance implementation and outputs. Finally, the authors propose a structured research agenda. Research limitations/implications The main implication relies on the structured research agenda. Practical implications Practical implications include the identification of the variables and dimensions involved in a brand alliance to exploit the strengths and moderate the weaknesses of a brand. Originality/value This paper highlights how co-branding is embedded in different contexts and dimensions regarding both firms and consumers. The two maps presented in this study underscore the interdependence among such dimensions. The authors interview marketing experts to validate the conceptual framework and to help us extract the managerial implications that stem from it.
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Sarinastiti, Eska Nia, and Nabilla Kusuma Vardhani. "CO-BRANDING ONLINE FOOD DELIVERY: PERUBAHAN MODEL BISNIS WISATA KULINER LOKAL KHAS YOGYAKARTA." AdBispreneur 3, no. 3 (February 11, 2019): 177. http://dx.doi.org/10.24198/adbispreneur.v3i3.19157.

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The aim of this research is examining the implementation of co-branding by the food delivery service and its influence on the local culinary tourism business model of Yogyakarta. This research uses qualitative research with an exploratory study. Data collection was conducted through semi-structured interviews with 13 owners of Yogyakarta’s local culinary. The results showed that co-branding was carried out jointly with GoFoodPartner, but if it was not incorporated into GoFoodPartner co-branding was carried out directly between GoFood and the culinary business management. As for GrabFood, co-branding is done partially to businesses that are not part of their official cooperation partners. The culinary tourism business model has been changing by online food delivery service providers. The change is they have not only done business to consumer (B2C) but then also develop its business model into Business to Business (B2B) and Business to Business to Consumer (B2B2C). It changes the business model of culinary tourism developed into a food tourism business model. Penelitian ini mengkaji tentang implementasi co-branding oleh layanan food delivery tersebut dan pengaruhnya pada model bisnis wisata kuliner lokal khas Yogyakarta. Penelitian ini menggunakan jenis penelitian kualitatif dengan metode eksploratory. Pengumpulan data dilakukan melalui wawancara semi-terstruktur dengan 13 pelaku usaha wisata kuliner lokal khas Yogyakarta didukung observasi serta dokumentasi. Hasil penelitian menunjukan bahwa co-branding dilakukan secara bersama-sama antara GoFood dan pelaku usaha wisata kuliner yang tergabung dalam GoFoodPartner, akan tetapi jika tidak tergabung dengan GoFoodPartner co-branding dilakukan secara terpisah antara GoFood dan pelaku usaha wisata kuliner. Sementara untuk GrabFood juga demikian, co-branding dilakukan secara partial untuk pelaku usaha wisata yang bukan masuk dalam mitra kerjasamanya. Model bisnis wisata kuliner yang dilakukan terdapat perubahan dengan adanya layanan online food delivery. Perubahan tersebut terdapat pada tidak hanya business to consumer (B2C), akan tetapi model bisnisnya berkembang juga menjadi Business to Business (B2B) dan Business to Business to Consumer (B2B2C). Perubahan model bisnis tersebut mendorong perkembangan model bisnis culinary tourism menjadi model bisnis food tourism.
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., Widiawaty. "PENGARUH BRAND FAMILIARITY TERHADAP PURCHASE INTENTION MELALUI BRAND FIT PADA HOTEL MULIA JAKARTA." Jurnal Manajemen dan Pemasaran Jasa 8, no. 2 (February 16, 2016): 147. http://dx.doi.org/10.25105/jmpj.v8i2.1597.

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<p>The purpose this paper is to examine the effects of Brand familiarity and Brand Fit on Purchase Intention towards the offerings of co branded hotels. The findings showed that the fit between cobrands mediate the relationship between Brand familiarity and Purchase Intention. In particular, a well-known co-branded hotel a high level of Brand Fit could directly or indirectly affect consumer decision-making processes regarding Purchase Intention towards the co-brand. conversely, a less familiar co-branded hotel had positive effect on Purchase Intention only if respondents perceived a good fit between allied brands. Brand Fit could be a more important factor than Brand familiarity in influencing the success of hotel co-branding strategis. future research to examinate the co-branding concept in different social and cultural contexts and also from different perspectives, such as owners or manager is recommended. Most hospitality studies focus on co-branding between hotels and restaurant. This study empirically investigated the effects co-branding on consumer behavior in the hotel sector.</p>
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Kriyantono, Rachmat. "Consumers' Internal Meaning on Complementary Co-Branding Product by Using Osgood's Theory of Semantic Differential." GATR Journal of Management and Marketing Review 2, no. 2 (March 10, 2017): 57–63. http://dx.doi.org/10.35609/jmmr.2017.2.2(9).

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Objective - The research focuses on applying semantic meaning theory and semantic differential scale to marketing communication, particularly co-branding products strategy, as an external stimulus to the consumers. The research aims to evaluate a hypothesis that co-brands have different meaning from the consumers, however, the consumers would express more positive meaning –evaluation, activity, potency- toward a parent brand. Methodology/Technique - Although co-branding products have been in use for some time, there is surprisingly little quantitative empirical research on the subject. Findings – A survey on 100 respondents reveals that although co-brands –Avanza and Xenia- have identical products, they have different meaning from the consumers, and the consumers express more positive meaning –evaluation, activity, potency- toward Avanza rather than Xenia. Novelty - It contributes to develop the study of co-branding in Indonesia. Type of Paper - Empirical Keywords: Co-branding Product, Indonesia, Marketing Communication, Osgood's Semantic Differential, Semantic Meaning Theory. JEL Classification: M31, M37.
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Mujiburrahman, Mujiburrahman. "Peran Customer Satisfaction Sebagai Variabel Pemediasi Antara Perceived Value dengan Affective Loyalty dan Behavioral Loyalty." EKOBIS SYARIAH 1, no. 1 (June 24, 2021): 29. http://dx.doi.org/10.22373/ekobis.v1i1.9991.

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Penelitian ini bertujuan untuk menganalisis pengaruh perceived value terhadap affective loyalty dan behavioral loyalty melalui customer satisfaction sebagai variabel pemediasi pada pengguna credit card co-branding Bank Aceh Syariah. Sampel penelitian sebanyak 159 orang karyawan bank tersebut yang diambil secara purposive sampling. Pengumpulan data menggunakan kuesioner dan selanjutnya data dianalisis dengan menggunakan peralatan statistik analisis jalur. Penelitian menemukan bahwa perceived value berpengaruh positif dan signifikan terhadap affective loyality dan behavioral loyality pengguna kartu kredit co-branding Bank Aceh. Perceived value berpengaruh positif dan signifikan terhadap customer satisfaction pengguna kartu kredit co-branding Bank Aceh. Customer satisfaction berpengaruh positif dan signifikan terhadap affective loyalty dan behavioral loyality pengguna kartu kredit co-branding Bank Aceh. Efek mediasi customer satisfaction dalam memediasi pengaruh Perceived Value Terhadap Affective Loyalty dan Behavioral Loyalty adalah mediasi parsial.
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Lindstedt, Janne. "A deliberately emergent strategy – a key to successful city branding." Journal of Place Management and Development 8, no. 2 (July 13, 2015): 90–102. http://dx.doi.org/10.1108/jpmd-12-2014-0029.

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Purpose – The paper aims to address a neglected issue in the literature on place brand co-creation, namely, the strategic planning of the branding process. Furthermore, the paper demonstrates the benefits of a deliberately emergent strategy. Design/methodology/approach – A qualitative case study focusing on Turku, Finland, supports the development of the argument. In this study, branding of Turku is examined both during the European Capital of Culture 2011 (ECoC) project and after it. Findings – The contribution of the ECoC 2011 project – which was widely perceived as a success – to Turku’s brand was based on a deliberately emergent strategy. Afterwards, the local government has, however, chosen a different approach to branding. Research limitations/implications – Given the increasing popularity of brand thinking among practitioners all over the world, it would be meaningful for scholars to pay more attention to the application of brand co-creation in place branding strategies. Practical implications – The deliberately emergent branding strategy could be considered an approach to applying the idea of brand co-creation in practice. It enables local stakeholders to make their voices heard and results in increased credibility of a branding process. Originality/value – Place brand co-creation has not yet been examined from strategic planning’s point of view. The need for this kind of examination is apparent, because branding strategies have traditionally been based on the idea of static place identity. The Turku case helps to propose a solution in terms of the notion of deliberately emergent branding.
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Almeida Cordeiro, Rafaela, and Mateus Canniatti Ponchio. "Avaliação de notebooks em aliança de co-branding." REBRAE 6, no. 3 (July 27, 2013): 279. http://dx.doi.org/10.7213/rebrae.06.003.ao05.

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O objetivo deste estudo é verificar como consumidores avaliam notebooks de marcas com diferentes níveis de conhecimento quando há aliança de co-branding com uma marca forte. Fez-se uso da teoria de ancoragem de marca, de acordo com a qual a percepção de um produto resultante da aliança entre uma marca mais conhecida e outra menos conhecida é mais influenciada pela marca com alto nível de conhecimento, ao passo que o efeito da ancoragem não deve ser verificado quando a co-branding é entre duas marcas fortes. Por meio de um experimento realizado com 290 estudantes universitários, de três instituições de ensino superior de São Paulo, foram testadas três hipóteses. Para tal, utilizou-se as escalas de conhecimento de marca e avaliação de produto. Foram encontradas evidências de que: (i) uma marca menos conhecida de notebooks tem seu produto melhor avaliado quando realiza co-branding com uma marca forte; (ii) embora uma marca muito conhecida tenha seus produtos bem avaliados isoladamente, ela também se beneficia da aliança de co-branding com uma marca forte.
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Rodríguez Gómez, Andrés Eduardo. "La fusión de marcas: el contrato de co-branding." Revista La Propiedad Inmaterial, no. 34 (December 9, 2022): 89–110. http://dx.doi.org/10.18601/16571959.n34.04.

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El “co-branding” se ha constituido en una herramienta fundamental para los empresarios que aspiran a incrementar el recuerdo y reconocimiento de sus marcas dentro de la mente retentiva del público consumidor. Por consiguiente, el presente artículo tiene como objetivo caracterizar el valor con el que el co-branding ha contribuido a las estrategias de marca e ilustrar cómo su correcta explotación puede llegar a causar beneficios a una actividad comercial. Por último, se estudiará la naturaleza económica y jurídica del contrato de co-branding, las obligaciones usuales entre las partes vinculantes y ciertas diferencias con figuras contractuales con las que presentan singulares analogías.
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Pratama, Rommy, Bambang Widjajanta, and Girang Razati. "Co-Branding Dan Pengaruhnya Terhadap Brand Image." Strategic : Jurnal Pendidikan Manajemen Bisnis 17, no. 1 (May 30, 2019): 9. http://dx.doi.org/10.17509/strategic.v17i1.17531.

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The purpose of this study was to determine the effect of Credit Problems and Profitability. The methodology of this research was carried out in a period of five years, for ten banks, in the framework of the research design used was historical data, for non-random samples using historical data, the design of this study used pooled design. This study uses a descriptive and verification approach with hypothesis testing methods and data analysis techniques using panel data regression. The findings of this study are Credit Problems affecting Profitability. The difference is determined in the independent variables, objects and research methods, population and research samples, research period, measurement tools and research results, as well as sources of theory and foreign journals and foreign books and research results.
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Hahm, Sung-Pil, and Mahmood A. Khan. "Co-Branding Strategy in the Restaurant Industry." Journal of Hospitality & Leisure Marketing 8, no. 1-2 (April 2001): 45–61. http://dx.doi.org/10.1300/j150v08n01_05.

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