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Journal articles on the topic 'Co-branding'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

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

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With the intensification of market competition and the diversification of consumer demand, the co-brand marketing strategy in the food industry has gradually become an important marketing strategy. This study focuses on co-branding strategies in the food industry to explore how co-branding affects consumers purchasing decisions and brand image, mainly discusses the success factors of co-branding, consumers perception about the value of co-branding, and their awareness and acceptance of co-branding. By analyzing co-branding cases of different brands, the study will reveal successful co-branding

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

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

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

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

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Co-branding is an alliance in which businesses join up with other brand names to form joint brands in order to improve brand image and increase product quality signals. Co-branding is a common marketing strategy. As a long-term market strategy, UNIQLO prioritizes co-branding. The goal of this research is to examine the relationship and influence of co-branding, brand image, and purchase intent. This study analyzed and summarized the relationship between co-branding and brand image, the relationship between co-branding and buy intention, and the relationship between brand image and purchase int

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Ananda Kumar, A., and R. Sakthivel. "Launching of a New Product with the Co-Branding Strategy: A Case Study of Indian Brands." Shanlax International Journal of Management 8, no. 2 (2020): 28–33. http://dx.doi.org/10.34293/management.v8i2.3365.

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In recent years, the practice of co-branding has attracted a large number of research scholars and practitioners. Many of the researchers are also done their research articles with branding or co-branding. Commonly co-branding deals with the combination of two or more brands into a single product. Where co-branding is concerned with a marketing plan to associate with multiple brand names in a single product. The researcher discussed the general classification of brand associations. The paper reveals two classifications of the statements. The first is to form the general classification of Co-br

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Budiarti, Lina, and Rena Feri Wijayanti. "PENGARUH STRATEGI CO-BRANDING TERHADAP KEPUTUSAN PEMBELIAN." J-MACC : Journal of Management and Accounting 6, no. 1 (2023): 50–56. http://dx.doi.org/10.52166/j-macc.v6i1.4149.

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Co-branding is often striven by marketers. There are many advantages of co-branding for a brand that makes many companies do joint branding. This research was conducted with the aim of knowing the effect of co-branding strategy on purchasing decisions. Consumers who use the co-branding product Dear Me Beauty with KFC were chosen as the population of this study, with a sample of 62 people selected by purposive sampling technique. The hypothesis was tested using simple linear regression analysis which resulted in the finding that co-branding had an effect on purchasing decisions.

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

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

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This study aims to find out the influence of the Chatime-Sasa Co-branding on Chatime's Brand Equity. The method in this study is a quantitative method of the causal type. The authors use a non-probability sampling type that is purposive sampling. The current target sample of the study is 100 respondents. Based on the results of the study, the Co-branding variable has a significant positive influence on Brand Equity. Chatime-Sasa's Co-branding influences Chatime's Brand Equity by 45,4% and another 54,6% is influenced by other variables outside of Co-branding. The benefit of the current research

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Ranasinghe, Wasanee Tharanga, Park Thaichon, and Malanee Ranasinghe. "An analysis of product-place co-branding: the case of Ceylon Tea." Asia Pacific Journal of Marketing and Logistics 29, no. 1 (2017): 200–214. http://dx.doi.org/10.1108/apjml-10-2015-0156.

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

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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 (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. se

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Nurrosidah, Ali, Ery Tri Djatmika, and Titis Shinta Dewi. "Exploring the Role of Perceived Value and Customer Attitude in Co-Branding: Impact on Purchase Intention for Somethinc Cosmetics X Bittersweet by Najla." Journal of Applied Business, Taxation and Economics Research 4, no. 3 (2025): 445–58. https://doi.org/10.54408/jabter.v4i3.365.

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This study explores the effect of co-branding on the purchase intention of collaboration products between Somethinc and Bittersweet by Najla, focusing on perceived value and customer attitude. Using a quantitative approach with data analyzed via PLS-SEM through the SmartPLS 3.2.9 application, the research involved 385 respondents who use Somethinc products. The study supports seven hypotheses regarding investigates how co-branding influences the intention to purchase. Findings indicate that the compatibility of products and brands in co-branding significantly influences consumer purchase inten

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Washburn, Judith H., Brian D. Till, and Randi Priluck. "Co‐branding: brand equity and trial effects." Journal of Consumer Marketing 17, no. 7 (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 bene

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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 (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 dif

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Xu, Cheng, Zhaohua Huang, Zhiqing Liu, and Xiaoke Wu. "Legal Risks and Preventive Measures in Trademark Infringement of Co-Branded Products." Proceedings of Business and Economic Studies 8, no. 1 (2025): 38–43. https://doi.org/10.26689/pbes.v8i1.9644.

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Co-branding, as an innovative consumer model, is increasingly favored by “Generation Z” consumers and has become a preferred strategy for many brands to expand their market reach and achieve widespread recognition. However, with the rapid growth of the co-branding economy, trademark infringement issues related to co-branded products have become more prevalent, posing significant obstacles to the successful execution of co-branding marketing activities. Based on the different legal statuses of trademarks, this study systematically analyzes the various infringement risks that may arise in the us

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Sagita, Refina Dara Nur, and Laila Refiana Said. "Co-Branding Strategy in Cross-Industry Business: A Case of Mobile Games and Food Products Collaboration on Indonesian Mobile Games Players." Journal of Entrepreneurship and Business 5, no. 3 (2024): 211–24. http://dx.doi.org/10.24123/jeb.v5i3.6538.

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Purpose: This study discusses the cross-industry co-branding strategy of PUBG (Player Unknown's Battle Grounds) Mobile x Indomie products by analyzing the influence of self-congruity and brand fit variables on co-branding and its impact on brand equity and purchase intention carried out on mobile game players in Indonesia. Method: This study used quantitative research methods with the population of Indonesian mobile game players. The study used purposive sampling with a sample of 180 respondents. Data was processed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method w

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Bai, Wanying. "Analysis on the Co-branding Strategy of Gucci." Advances in Economics, Management and Political Sciences 19, no. 1 (2023): 23–27. http://dx.doi.org/10.54254/2754-1169/19/20230112.

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Co-branding has become a vital strategy in the fashion marketing industry. The strategy involves collaborating with other brands to jointly innovate new products. This paper looks at the positive and negative aspects of co-branding. Taking the co-branding initiatives by Gucci as a case study, this paper makes the following findings. Co-branding helps brands to grow as long as both the two collaborating brands have unique strengths that make them better together. Such strengths may include market reach, brand awareness and reputation, and technical know-how. However, co-branding may produce uni

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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 (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 numb

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Lin, Yitong. "Brand Co-branding Marketing Strategy Analysis --Taking Luckin and Moutai Co-branding as an Example." Advances in Economics, Management and Political Sciences 165, no. 1 (2025): 57–61. https://doi.org/10.54254/2754-1169/2025.21134.

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With the growing diversity of marketing tools, co-branding has become a key strategy for major brands. By collaborating and launching products featuring elements from both brands, companies leverage shared popularity to achieve synergy. Luckin Coffee, a leading player in the beverage industry, exemplifies successful co-branding. Striving to become Chinas largest coffee chain by 2023, Luckin focuses on offering high-quality, affordable, and convenient products. Its collaboration with Moutai showcases the power of cross-industry partnerships, combining strengths to attract a broader consumer bas

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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

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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 (2007): 1–23. http://dx.doi.org/10.1300/j162v08n02_01.

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Cegarra, Jean-Jack, and Géraldine Michel. "Co-branding: clarification du concept." Recherche et Applications en Marketing (French Edition) 16, no. 4 (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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Childs, Michelle, and Byoungho Ellie Jin. "Brand and retailer co-branding." Journal of Fashion Marketing and Management: An International Journal 24, no. 1 (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 (hig

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

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

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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 (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 (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 b

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Thoyib Amali, Muhammad, and Lathifa Camelia Putri. "McDxNewJeans collaborative campaign: How Co-Branding impacts fandom purchase behavior." COMMICAST 5, no. 3 (2024): 51–70. https://doi.org/10.12928/commicast.v5i3.11719.

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The effective marketing approach that has gained popularity in recent decades as an innovative strategy to enhancing consumer engagement and boost visibility is co-branding, where two or more brands collaborate to create unique products or marketing campaigns that combine their strengths and appeal. This study aims to examine the influence of co-branding between McDonald's and NewJeans on fandom purchase behavior, particularly focusing on how brand image and co-branding shape consumer attitudes and behavior. Using an explanatory quantitative approach, 120 members of the NewJeans fandom in Indo

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Dong, Xuanqi. "Review and Outlook on Brand Co-Branded IP." Advances in Economics, Management and Political Sciences 48, no. 1 (2023): 31–37. http://dx.doi.org/10.54254/2754-1169/48/20230421.

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With the development of the industry, brands have experienced a lack of innovation and Homogeneity while the Internet has placed higher demands on them. Therefore, brand co-branding IP as a powerful marketing strategy has become a hot topic of discussion among Chinese and foreign scholars in recent years. This paper presents a review of representative literature on different areas of brand co-branding IP at home and abroad, focusing on the concept of IP and its marketing effects, so as to further sort out the positive and negative effects of brand co-branding IP on consumer behaviour from the

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Dudko, Pavlo. "ADVANTAGES AND PROSPECTS OF CO-BRANDING IN THE UKRAINIAN MARKET." Management 34, no. 2 (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 theoret

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Song, Jiazheng, Yuqian Wei, Mingyang Wang, and Yida Zhang. "The impact of co-branding on consumer purchase intentions in the automotive industry." Journal of Asian Business Strategy 14, no. 2 (2024): 126–43. http://dx.doi.org/10.55493/5006.v14i2.5138.

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This study aims to delve into the influence of co-branding on consumer purchase intentions in the automotive industry and the impact of brand image. It seeks to analyze how co-branding is carried out, its characteristics, and how it affects consumers' brand perceptions and purchase decisions, especially exploring consumers' acceptance and willingness to buy co-branded products. A quantitative research methodology is adopted, involving questionnaire design and data collection through an online survey. Multiple analyses, such as frequency, reliability, validity, factor, correlation, and regressi

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Wei, Zengqi. "The Impact of Co-branding on Brand Marketing: A Case Study of Holiland." Advances in Economics, Management and Political Sciences 38, no. 1 (2023): 79–83. http://dx.doi.org/10.54254/2754-1169/38/20231890.

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Co-branding is one of the most popular marketing models used by most well-known brands in recent years to attract the attention of a large number of consumers and to stimulate their desire to buy. The essence of co-branding is to create new products through collaboration, often with the characteristics and labels of both parties. Through a partnership model where both parties cooperate with each other, it is easier to break the stereotype about the brand image and expand the consumer market, thus increasing the commercial value of the brand and product. In recent years, Holiland has conducted

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Maharani, Khansa, and Fitri Aprilianty. "The Impact of Fashion x Culinary Co-Branding on Customer Evaluation." Journal Integration of Management Studies 1, no. 2 (2023): 158–66. http://dx.doi.org/10.58229/jims.v1i2.106.

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Existing literature has extensively explored the influence of co-branding on customer evaluation, particularly concerning variables such as brand personality, product fit, brand fit, brand attachment, and brand awareness. However, a research gap in implementing co-branding exists in the specific context of fashion x culinary. Consequently, this study aims to investigate the impact of these variables on customer evaluation of fashion x culinary co-branding products. To achieve this, a quantitative research methodology is employed, involving collecting data from 498 cases, which is subsequently

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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 (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 t

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Zhan, Gaohan. "Research on the Economic Effects of Co-branding with the Nike." Highlights in Business, Economics and Management 43 (December 5, 2024): 482–86. https://doi.org/10.54097/5zy2p209.

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As globalization and market competition intensify, brands are compelled to seek novel ways to differentiate themselves, with co-branding emerging as a prevalent branding strategy. Social media platforms have facilitated new avenues for showcasing and disseminating co-branded products, thereby enhancing the interaction between co-branded brands and consumers. This paper delves into the various co-branding approaches adopted by Nike and summarizes the impacts of these different strategies on the brand.

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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 (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-

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Septiani, Rosalina, and R. A. Marlien. "Brand Preference Sebagai Mediasi Faktor-Faktor Yang Mempengaruhi Purchase Intention." Journal of Economic, Bussines and Accounting (COSTING) 6, no. 2 (2023): 1648–57. http://dx.doi.org/10.31539/costing.v6i2.5357.

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It is important for marketers how to make customers buy a product. The decline in the Avanza – Xenia market share in 2020 and 2021 indicates that purchase intention for the two products that carry out co-branding is decreasing. This study aims to examine the impact of brand equity and co-branding on purchase intention with brand preference as a mediator. The population in this study were potential consumers of Nasmoco Pemuda Semarang Dealers, with an estimated amount that could not be predicted, while the sample taken was 120 respondents. The sample collection method uses purposive sampling. T

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Liu, Zitong. "The Impact of the Co-branding Between Clothing Brands and Cultural IPs on Sales Volume - Taking Hailan Home as an Example." Advances in Economics, Management and Political Sciences 174, no. 1 (2025): 95–100. https://doi.org/10.54254/2754-1169/2025.21852.

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This paper takes Hailan Home as an example to deeply explore the impact of the co-branding of clothing brands with different Intellectual Property of Culture on sales. HLA, known as "The Wardrobe of Men", has more than 4,000 stores, which are distributed across 31 provinces in the country. Since its launch, HLA has been well-known for its national chain operation, self-service business model, and one-stop service, and it has quickly won the favor of a large number of consumers. HLA has successively carried out co-branding with various types of cultures, including co-branding culture, film and

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Pengmao, Kancuo. "The Impact of Cross-Industry Collaboration and Co-Branding on Brand Growth." Journal of Fintech and Business Analysis 2, no. 1 (2025): 39–43. https://doi.org/10.54254/3049-5768/2025.21356.

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In the context of increasingly fierce market competition, the exploration of how brands can boost their competitiveness through innovative marketing strategies has become a widely discussed research topic. Cross-industry marketing, especially co-branding, as an emerging brand collaboration strategy, is increasingly becoming an important way for brands to strengthen their market influence. This paper investigates the theoretical foundation, implementation strategies, and the mechanism of co-branding and cross-industry marketing on brand growth through literature analysis and case studies. The r

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Kusuma, Michelle, and Fransiska Anita Fransiska Anita. "Pengaruh Co-Branding Terhadap Keputusan Pembelian Produk Coklat." Wahana 73, no. 1 (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 s

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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 (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 mode

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Hidayat, Rahmanu, and Raden Murjiyanto. "PENGGUNAAN CO BRANDING SEBAGAI UPAYA PERLINDUNGAN HUKUM TERHADAP PRODUK DAERAH." Kajian Hukum 7, no. 2 (2022): 19–25. http://dx.doi.org/10.37159/kh.v7i2.20.

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The purpose of this research is analyzing a system developed by the government of yogyakarta in support of msmb development in the program co-branding yogyakarta, analyze, legal certainty legal protection for all parties in the program co-branding as for the methodology used are juridical empirical research which is that the emphasis on a law which applies, the research was started with research on secondary data which was continued with research on the primary data on the field with the kind of the qualitative study.The results of this research than that to get a license program yogya co-bran

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Huang, Shiyi. "Research on Marketing Strategies and Trends of Art Co-Branding in the Contemporary Fashion Industry." Advances in Economics, Management and Political Sciences 55, no. 1 (2023): 7–15. http://dx.doi.org/10.54254/2754-1169/55/20230946.

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Art co-branding is an increasingly huge fashion industry trend with great potential and unknown risks. In this paper, marketing strategies and trends are the main focuses in terms of the art co-branding of fashion brands. The method used includes literature research and two case studies of Louis Vuitton collaborating with Yayoi Kusama and Dior Lady Art, examining their marketing strategies and performances. Increase in product value, maintenance of scarcity, and construction of in-depth customer relationships are the three main reasons contributing to the win-win outcome of art co-branding in

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Rahadjeng, Arum Ranandhyta Isra Widjayanti. "Pengaruh Perceived Fit, Perceived Novelty, Dan Customer Attitude Terhadap Purchase Intention Dalam Strategi Co-Branding." Journal of Economic, Bussines and Accounting (COSTING) 7, no. 4 (2024): 7427–40. http://dx.doi.org/10.31539/costing.v7i4.7777.

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Merek mengkomunikasikan kualitas dan menciptakan gambaran atau karakteristik yang bermakna di benak konsumen yang membantu mereka dalam mengambil keputusan pembelian. Merek yang memiliki kekuatan yang signifikan mampu membentuk representasi yang menarik dalam persepsi konsumen, memengaruhi keputusan pembelian, dan mendorong loyalitas pelanggan. Co-branding telah menjadi strategi populer dalam persaingan pasar yang sengit. Penelitian ini menggunakan metode kuantitatif dengan mengumpulkan data dari konsumen yang sudah mengenal merek Indomie dan Indofood Ice Cream serta produk Choc Rocks Cone Ind

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Xu, Ruiyan. "The Effectiveness of Co-brand Barbie IP on Brand Equity." Journal of Education, Humanities and Social Sciences 27 (March 5, 2024): 211–16. http://dx.doi.org/10.54097/e608sb31.

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In 2023, with the quest for gender equality, the Barbie movie is released worldwide. The movie's success led to the Barbie IP becoming a popular co-branding IP for brands. The purpose of the study was to explore why Barbie became a popular co-branding IP after the movie. This article sets Barbie's character IP and brands that have co-branded the Barbie IP as a case study. Combined, the box office of the film, brands ’s impacts after the co-branding analysis and observation, and came up with the following conclusions: Firstly, co-branding with the Barbie IP benefit brands Increase brand awarene

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Garaus, Marion, Elisabeth Wolfsteiner, and Arnd Florack. "When Food Co-Branding Backfires: The Overexpectation Effect." Foods 11, no. 14 (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

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Su, Jiani. "A Comparative Study of Coffee Marketing Strategies Taking Starbucks and Luckin Coffee as Examples." Advances in Economics, Management and Political Sciences 32, no. 1 (2023): 112–16. http://dx.doi.org/10.54254/2754-1169/32/20231577.

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Coffee is becoming more and more popular due to the influence of a series of factors, such as economic level, cultural life, social activities, and so on. Therefore, the coffee industry is becoming more competitive in China. In order to get more market share, the coffee company uses different marketing strategies. Among those strategies, co-branding has become a very popular marketing strategy in recent years, and a lot of research has proven its effectiveness. In this paper, there will be a discussion about the different views of Starbucks and Luckin Coffee, which are two very famous coffee c

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Shi, Yihao. "The Impact of Co-branding under New Media Marketing on Consumer Purchase Intentions." Frontiers in Business, Economics and Management 15, no. 2 (2024): 236–39. http://dx.doi.org/10.54097/yfm7kw83.

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In the context of new media marketing, co-branding has a positive impact on consumer purchase intentions. Through new media platforms, co-branding activities are widely disseminated, increasing consumer awareness of products and making co-branded products a hot topic. Consumer trust in co-branded brands is strengthened, and through collaboration with other brands, consumers are more confident in the quality and reputation of co-branded products. Compared to other activities, co-branding aligns with brand market positioning. By collaborating with brands from different fields, co-branding achiev

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Baumann, Sabine, and Ulrike Rohn. "Meet the Predators." TV Formats and Format Research 5, no. 9 (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 partic

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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 (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-pers

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