Wason, Hilary; Charlton, Nathalie - In: Cogent business & management 2 (2015), pp. 1-12
as brand familiarity, brand equity and proximity to the consumer have been explored. However, the role of brand …, considering the positioning of a brand and the impact of a co-branding strategy on customer perceptions. Using the Blankson and … Kalafatis positioning typology, we explore the impact of co-branding on the parent brand perceptions from a hedonic vs …
