Geylani, Tansev; Ter Hofstede, Frenkel; Inman, Jeffrey - 2005
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...