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Co-branding: The Stae of the Art

Citations

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Cited by:

  1. Klimczuk-Kochańska, Magdalena, 2017. "Startup as a partner of cooperation for big company in the agri-food industry: Analysis of forms of cooperation on examples," MPRA Paper 84756, University Library of Munich, Germany.
  2. Nguyen, Hang T. & Ross, William T. & Pancras, Joseph & Phan, Hieu V., 2020. "Market-based drivers of cobranding success," Journal of Business Research, Elsevier, vol. 115(C), pages 122-138.
  3. 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.
  4. Per Åsberg & Henrik Uggla, 2019. "Introducing multi-dimensional brand architecture: taking structure, market orientation and stakeholder alignment into account," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 483-496, September.
  5. Cesaroni, Fabrizio & Maydeu Olivares, Alberto & Ho, Han Chiang, 2011. "Understanding the role of attitude components in co-branding: an application to high-tech, luxury co-branded products," IC3JM - Estudios = Working Papers id-11-01, Instituto Mixto Carlos III - Juan March de Ciencias Sociales (IC3JM).
  6. Casey E. Newmeyer & R. Venkatesh & Julie A. Ruth & Rabikar Chatterjee, 2018. "A typology of brand alliances and consumer awareness of brand alliance integration," Marketing Letters, Springer, vol. 29(3), pages 275-289, September.
  7. 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.
  8. Cathy Nguyen & Jenni Romaniuk & Margaret Faulkner & Justin Cohen, 2018. "Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory," Marketing Letters, Springer, vol. 29(1), pages 37-48, March.
  9. 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.
  10. Paydas Turan, Ceyda, 2022. "Deal or deny: The effectiveness of crisis response strategies on brand equity of the focal brand in co-branding," Journal of Business Research, Elsevier, vol. 149(C), pages 615-629.
  11. Kalafatis, Stavros P. & Ledden, Lesley & Riley, Debra & Singh, Jaywant, 2016. "The added value of brand alliances in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3122-3132.
  12. Andrea Lucarelli, 2018. "Co-branding public place brands: towards an alternative approach to place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(4), pages 260-271, November.
  13. Zhang, Qiao & Chen, Jing & Lin, Jun, 2022. "Market targeting with social influences and risk aversion in a co-branding alliance," European Journal of Operational Research, Elsevier, vol. 297(1), pages 301-318.
  14. Karray, Salma & Sigue, Simon P., 2016. "Should companies jointly promote their complementary products when they compete in other product categories?," European Journal of Operational Research, Elsevier, vol. 255(2), pages 620-630.
  15. Rachmat Kriyantono, 2017. "Consumers� Internal Meaning on Complementary Co-Branding Product by Using Osgood�s Theory of Semantic Differential," GATR Journals jmmr140, Global Academy of Training and Research (GATR) Enterprise.
  16. Leeflang, Peter, 2011. "Paving the way for “distinguished marketing”," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 76-88.
  17. Karray, Salma & Sigué, Simon Pierre, 2015. "A game-theoretic model for co-promotions: Choosing a complementary versus an independent product ally," Omega, Elsevier, vol. 54(C), pages 84-100.
  18. Nguyen, Cathy & Romaniuk, Jenni & Cohen, Justin & Faulkner, Margaret, 2020. "When retailers and manufacturers advertise together; examining the effect of co-operative advertising on ad reach and memorability," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
  19. Paydas Turan, Ceyda, 2021. "What's inside matters: The impact of ingredient branding on consumers' purchasing behaviours in services," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
  20. Mona Mrad & Maya F. Farah & Stephanie Haddad, 2019. "From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 567-582, September.
  21. Zixia Cao & Alina Sorescu, 2013. "Wedded Bliss or Tainted Love? Stock Market Reactions to the Introduction of Cobranded Products," Marketing Science, INFORMS, vol. 32(6), pages 939-959, November.
  22. Veronica Gabrielli & Ilaria Baghi, 2019. "How to choose the endorser: An experimental analysis on the effects of fit and notoriety," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2019(4), pages 57-89.
  23. 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.
  24. Chia-Lin Lee, 2014. "Is Co-Branding a Double-Edged Sword for Brand Partners?," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 19-34.
  25. Samuylova, E. B. & Muravskii, D. V. & Smirnova, Maria M. & Alkanova, O. N., 2012. "The role of brand characteristics in brand alliance engagement with different types of partners: An exploratory study," Working Papers 833, Graduate School of Management, St. Petersburg State University.
  26. Shen, Bin & Choi, Tsan-Ming & Chow, Pui-Sze, 2017. "Brand loyalties in designer luxury and fast fashion co-branding alliances," Journal of Business Research, Elsevier, vol. 81(C), pages 173-180.
  27. Tapish Panwar & Kalim Khan, 2020. "Ingredient Branding: A Differentiation Strategy for the Commoditized World," Paradigm, , vol. 24(2), pages 149-163, December.
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