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Marketing - Co-Branding


Co-Branding: The State of the Art  The use of co-branded products as a form of brand management recently has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies published since the mid-1990s. However, a delineation of co-branding versus other branding strategies and a structured overview of the main findings of co-branding studies does not exist. This article classifies different branding strategies, discusses existing literature, and develops a theoretical model for co-branding based on research findings. In addition to managerial implications, the article provides a critical assessment of existing research, identifies remaining research questions, and offers a research agenda for co-branding. 2007. Site with abstract - pdf-file available for download






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Status: 05. Januar 2010