Charry, Karine; Demoulin, Nathalie T. M. - In: International Journal of Retail & Distribution Management 42 (2014) 11/12, pp. 1032-1052
Purpose – The purpose of this paper is to represent the first empirical investigation of co-branding strategies whose target is children. It analyses such strategies’ potential in the context of brand extension for non-familiar brands combined with familiar ones and provides managerial...