Search Results - subject:"cobranding"

La fusión de marcas : el contrato de co-branding (Merging Trademarks: The Co-Branding Agreement)

Rodríguez Gómez, Andrés Eduardo - 2023

Spanish AbstractEl “co-branding” se ha constituido en una herramienta fundamental para los empresarios que aspiran a … presente artículo tiene como objetivo caracterizar el valor con el que el co-branding ha contribuido a las estrategias de marca … estudiará la naturaleza económica y jurídica del contrato de co-branding, las obligaciones usuales entre las partes vinculantes …

Persistent link: https://www.econbiz.de/10014361252

Expert report on the review of the vertical block exemption regulation : information exchange in dual distribution : final report

COMMEO Rechtsanwälte; Europäische Kommission / … - 2022

Persistent link: https://www.econbiz.de/10013284004

Better together? : how evolution of co-branding alliance affects performance

Nygaard, Arne; Dahlstrom, Robert - In: The journal of business & industrial marketing 38 (2023) 9, pp. 1899-1910

Persistent link: https://www.econbiz.de/10014333362

Local-global cobrand positioning and consumer evaluations in emerging markets

Osmanoglu, Onur; Ozsomer, Aysegul; Biliciler, Gunes - In: Journal of international marketing 32 (2024) 4, pp. 81-98

Persistent link: https://www.econbiz.de/10015165294

Relationship between entrepreneurial orientation, innovative co-branding partnership, and business performance

Górska-Warsewicz, Hanna - In: Journal of entrepreneurship, management and innovation … 20 (2024) 2, pp. 139-159

Persistent link: https://www.econbiz.de/10015327469

Enhance the effectiveness of affiliate marketing on Tiktok for young people

Minh Thi Hong Le - In: International journal of technology marketing : IJTMkt 18 (2024) 2, pp. 162-184

Persistent link: https://www.econbiz.de/10015062391

Umbrella Branding and the Provision of Quality

Peitz, Martin; Hakenes, Hendrik - 2021

Consider a two-product firm that decides on the quality of each product. Product quality is unknown to consumers. If the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the performance of both products. We show that if the probability...

Persistent link: https://www.econbiz.de/10013318794

Co-branding drivers between professional sport organizations and on-field sports apparel sponsors

Abdolmaleki, Hossein; Mohammadi, Sardar; Babaei, Mehdi; … - In: International journal of sports marketing & sponsorship 24 (2023) 5, pp. 985-1001

Persistent link: https://www.econbiz.de/10014430860

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

A Feedback Stackelberg Game of Cooperative Advertising in a Durable Goods Oligopoly

Chutani, Anshuman - 2020

Cooperative advertising is an important mechanism used by manufacturers to influence retailers' promotional decisions. In a typical arrangement, the manufacturer agrees to reimburse a fraction of a retailer's advertising cost, known as the subsidy rate. We consider a case of new product adoption...

Persistent link: https://www.econbiz.de/10012832940