Co-branding: clarification du concept
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DOI: 10.1177/076737010101600404
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Cited by:
- Corinne Rochette & Cédrine Zumbo-Lebrument & Pierre Féniès, 2015. "Les marques région à l'épreuve de la réforme territoriale," Post-Print hal-01734729, HAL.
- Corinne Rochette, 2015. "The public brand between new practices and public values," Post-Print hal-01734727, HAL.
- Shan, Juan & Lu, Hebo & Cui, Annie Peng, 2022. "1 + 1 > 2? Is co-branding an effective way to improve brand masstige?," Journal of Business Research, Elsevier, vol. 144(C), pages 556-571.
- Fabienne Chameroy & Jean-Louis Chandon, 2011. "Are All Labels Ethical? [Les labels sont-ils tous éthiques ?]," Post-Print hal-02092068, HAL.
- Monika Monika & Ferdi Antonio, 2022. "How Superhero Characters Shape Brand Alliances and Leverage the Local Brand: The Evidence from Indonesia," Businesses, MDPI, vol. 2(1), pages 1-21, February.
- Jean-Jack Cegarra & Géraldine Michel, 2003. "Alliances de marques : quel profit pour les marques partenaires ?," Post-Print hal-02049758, HAL.
- Mazodier, Marc & Merunka, Dwight, 2014. "Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products," Journal of Business Research, Elsevier, vol. 67(7), pages 1552-1558.
- Sylvain Sénéchal & Laurent Georges & Jean Pernin, 2014. "Alliances Between Corporate and Fair Trade Brands: Examining the Antecedents of Overall Evaluation of the Co-branded Product," Journal of Business Ethics, Springer, vol. 124(3), pages 365-381, October.
- 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.
- Géraldine Michel & Jean-François Vergne, 2004. "La Construction Du Capital-Marque Des E-Marques," Post-Print hal-02050186, HAL.
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Keywords
extension de marque; catégorisation; représentations sociales; Alliances de marques; co-branding;All these keywords.
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