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Image reinforcement or impairment : the effects of co-branding on attribute uncertainty

Geylani, Tansev; Inman, J. Jeffrey; Hofstede, Frenkel ter - In: Marketing science 27 (2008) 4, pp. 730-744

Persistent link: https://www.econbiz.de/10003765844

How positioning strategies affect co-branding outcomes : green marketing

Wason, Hilary; Charlton, Nathalie - In: Cogent business & management 2 (2015), pp. 1-12

Co-branding is a widely applied strategy, with research indicating differential benefits to the parent brands. Past studies suggest the source of these differences may be due to the partners’ relative market position, and characteristics such as brand familiarity, brand equity and proximity to...

Persistent link: https://www.econbiz.de/10012036494

From endorsement to celebrity co-branding : personality transfer

Ambroise, Laure; Pantin-Sohier, Gaëlle; … - In: The journal of brand management : an international journal 21 (2014) 4, pp. 273-285

Persistent link: https://www.econbiz.de/10010362940

Effects of co-branding on consumers' purchase intention and evaluation of apparel attritubutes

Wu, D. Gloria; Chalip, Laurence Hilmond - In: Journal of global scholars of marketing science : … 24 (2014) 1, pp. 1-20

Persistent link: https://www.econbiz.de/10010408237

Signaling effects of branded amenities on customer-based brand equity

Kim, Eun Joo; Baloglu, Seyhmus; Henthorne, Tony L. - In: Journal of hospitality marketing & management 30 (2021) 4, pp. 508-527

Persistent link: https://www.econbiz.de/10012549273

Leveraged brand evaluations in branded entertainment : effects of alliance exclusivity and presentation style

Bang, Hye Jin; Choi, Dongwon; Baek, Tae Hyun; Oh, Sang Do; … - In: International journal of advertising : the review of … 39 (2020) 4, pp. 466-485

Persistent link: https://www.econbiz.de/10012260229

Is co-branding a double-edged sword for brand partners?

Lee, Chia-Lin - 2014

Persistent link: https://www.econbiz.de/10012003672

Does an expanded brand user base of co-branded advertising help ad-memorability?

Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: International journal of market research : JMRS ; the … 60 (2018) 4, pp. 366-379

Persistent link: https://www.econbiz.de/10011919262

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

Understanding the role of attitude components in co-branding : a comparison of Spanish and Taiwanese consumers

Ho, Han Chiang; Chiu, Candy Lim; Liu, Su-Ping; Lee, … - In: Journal of international consumer marketing 31 (2019) 3, pp. 203-224

Persistent link: https://www.econbiz.de/10012200729