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Managing co-branding strategies: Global brands into local markets

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  • Abratt, Russell
  • Motlana, Patience

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  • Abratt, Russell & Motlana, Patience, 2002. "Managing co-branding strategies: Global brands into local markets," Business Horizons, Elsevier, vol. 45(5), pages 43-50.
    • Handle: RePEc:eee:bushor:v:45:y:2002:i:5:p:43-50
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    Citations

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    Cited by:

    1. Ahn, SooKyoung & Kim, HeaJung & Forney, Judith A., 2009. "Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels," Journal of Retailing and Consumer Services, Elsevier, vol. 16(6), pages 477-485.
    2. Quamina, La Toya & Xue, Melanie Tao & Chawdhary, Rahul, 2023. "‘Co-branding as a masstige strategy for luxury brands: Desirable or not?," Journal of Business Research, Elsevier, vol. 158(C).
    3. Ying-hao Liao, 2024. "Study on the Impact of Multi-brand Strategy on Perceived Value and Consumption Intention: A Case of the Chain Restaurant Industry," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 14(6), pages 1-6.
    4. repec:dau:papers:123456789/3848 is not listed on IDEAS
    5. Li, Yan & He, Hongwei, 2013. "Evaluation of international brand alliances: Brand order and consumer ethnocentrism," Journal of Business Research, Elsevier, vol. 66(1), pages 89-97.
    6. Mohammed Shahedul Quader & Shanewaz Mahmood Sohel, 2018. "Strategic Brand Experience To Differentiate B2b Service Offering: A Case Study Analysis," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 23(1), pages 49-82.
    7. Flávio Rodrigues & Victoria Souza & João Leitão, 2011. "Strategic coopetition of global brands: a game theory approach to 'Nike + iPod Sport Kit' co-branding," International Journal of Entrepreneurial Venturing, Inderscience Enterprises Ltd, vol. 3(4), pages 435-455.
    8. Carolin Decker & Annika Baade, 2016. "Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 648-665, November.
    9. Jay Pil Choi & Doh-Shin Jeon, 2007. "A leverage theory of reputation building with co-branding: Complementarity in reputation building," Economics Working Papers 1019, Department of Economics and Business, Universitat Pompeu Fabra.
    10. Voigt, Tim & Kuhl, Rainer, 2008. "Competencies of Reconfiguration in Product Development – The Case of Convenience Food," 110th Seminar, February 18-22, 2008, Innsbruck-Igls, Austria 49880, European Association of Agricultural Economists.
    11. Jean-Louis Pernin & Andréas Eriksson, 2016. "The compared assessment of two fair trade innovations: what contribution of the Perceived Value in co-branding models? [Evaluation comparée de deux innovations dans le commerce équitable : quel app," Post-Print hal-03540166, HAL.

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