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~accessRights:"restricted"
~subject:"Brand management"
~subject:"Luxury goods"
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Search: subject_exact:"Co-branding"
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Brand management
Luxury goods
Markenführung
42
Marketing cooperation
31
Marketingkooperation
31
Co-branding
29
Consumer behaviour
26
Konsumentenverhalten
26
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21
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co-branding
14
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11
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Journal of business research : JBR
6
International journal of advertising : the review of marketing communications
4
Industrial marketing management : the international journal for industrial and high-tech firms
2
Journal of international consumer marketing
2
Marketing letters : a journal of research in marketing
2
The journal of brand management : an international journal
2
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2
AMS review : official publication of the Academy of Marketing Science
1
European journal of marketing
1
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1
Fashion Marketing in Emerging Economies Volume II : South American, Asian and African Perspectives
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Fashion branding and communication : core strategies of European luxury brands
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Forum Produkt- und Produktionsmanagement
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International journal of industrial organization
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ECONIS (ZBW)
42
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1
Believe it or not : the effect of involvement on the credibility of image transfer through co-branding
Nasution, Reza Ashari
;
Arnita, Devi
;
Purnama, Saqina Qanidya
- In:
Journal of international consumer marketing
33
(
2021
)
5
,
pp. 578-594
Persistent link: https://www.econbiz.de/10012650588
Saved in:
2
Co-branding as a masstige strategy for luxury brands : desirable or not?
Quamina, La Toya
;
Xue, Melanie Tao
;
Chawdhary, Rahul
- In:
Journal of business research : JBR
158
(
2023
),
pp. 1-14
Persistent link: https://www.econbiz.de/10014281177
Saved in:
3
"New and old" : consumer evaluations of co-branding between new brands and Chinese time-honored brands
Zhang, Yicong
;
Guo, Xiaoling
- In:
Journal of retailing and consumer services
73
(
2023
),
pp. 1-14
Persistent link: https://www.econbiz.de/10014303117
Saved in:
4
Afloat in a changing COVID-19 world : the rise of artisanal fashion in India for brand story relevance in challenging times
Kay, Pandora
;
Young, Caroline
- In:
Fashion Marketing in Emerging Economies Volume II : …
,
(pp. 99-159)
.
2023
Persistent link: https://www.econbiz.de/10013543389
Saved in:
5
Co-branding research : where we are and where we could go from here
Pinello, Cinzia
;
Picone, Pasquale Massimo
;
Mocciaro Li …
- In:
European journal of marketing
56
(
2022
)
2
,
pp. 584-621
Persistent link: https://www.econbiz.de/10013173441
Saved in:
6
The role of brand coolness in the masstige co-branding of luxury and mass brands
Suzuki, Satoko
;
Kanno, Saori
- In:
Journal of business research : JBR
149
(
2022
),
pp. 240-249
Persistent link: https://www.econbiz.de/10013325603
Saved in:
7
Deal or deny : the effectiveness of crisis response strategies on brand equity of the focal brand in co-branding
Turan, Ceyda Paydas
- In:
Journal of business research : JBR
149
(
2022
),
pp. 615-629
Persistent link: https://www.econbiz.de/10013325659
Saved in:
8
Engaging allies for better or worse : investigating the relationship between multiple-brand alliances and persuasion knowledge
Muravskii, Daniil
;
Smirnova, Maria
;
Muravskaia, Snezhana
- In:
International journal of advertising : the review of …
41
(
2022
)
7
,
pp. 1282-1313
Persistent link: https://www.econbiz.de/10013417496
Saved in:
9
Market targeting with social influences and risk aversion in a co-branding alliance
Zhang, Qiao
;
Chen, Jing
;
Lin, Jun
- In:
European journal of operational research : EJOR
297
(
2022
)
1
,
pp. 301-318
Persistent link: https://www.econbiz.de/10013259298
Saved in:
10
1 + 1 > 2? : is co-branding an effective way to improve brand masstige?
Shan, Juan
;
Lu, Hebo
;
Cui, Annie Peng
- In:
Journal of business research : JBR
144
(
2022
),
pp. 556-571
Persistent link: https://www.econbiz.de/10013185014
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