Geylani, Tansev; Inman, J. Jeffrey; Hofstede, Frenkel Ter - In: Marketing Science 27 (2008) 4, pp. 730-744
Co-branding is often used by companies to reinforce the image of their brands. In this paper, we investigate the conditions under which a brand's image is reinforced or impaired as a result of co-branding, and the characteristics of a good partner for a firm considering co-branding for image...