Co-branding is often used by managers to reinforce the image of their brands. In this paper, we investigate when a brand's image is reinforced or impaired as a result of co-branding, and which partner is right for a firm that considers co-branding for image reinforcement. We address these issues...

Branding plays a key role in attracting corporate sponsorship and raising revenue for the multi-billion dollar business of college sports. In this paper, we study the peer effects of brand performance in the dynamic revenue evolution of major college sports teams that play in the National...