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L'influence du co-branding sur le capital-marque : le cas de la publicité conjointe
Sebecevac, Bekim - Université Paris-Dauphine (Paris IX) - 2004
The purpose of this paper is to develop a conceptual model of brand alliance applicable to the advertising. The conceptual framework is composed of three broad categories (a) brands characteristics (functional/symbolic, brand fit) (b) consumer characteristics (the need for cognition, the...
Persistent link: https://www.econbiz.de/10010708132
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Image Reinforcement or Impairment: The Effects of Co-Branding on Attribute Uncertainty
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...
Persistent link: https://www.econbiz.de/10008787651
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Corporate brand effects in brand alliances
Voss, Kevin E.; Mohan, Mayoor - In: Journal of business research : JBR 69 (2016) 10, pp. 4177-4184
Persistent link: https://www.econbiz.de/10011553950
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Consumer interpretations of cobrands
Jones, Scott A.; Boush, David M. - In: International journal of business 26 (2021) 1, pp. 42-60
Persistent link: https://www.econbiz.de/10012492129
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Exploring product fit and brand fit in brand alliances : establishing the role of categorization processes
Norman, Andrew T. - In: Journal of business & economics research 15 (2017) 1, pp. 5-14
Persistent link: https://www.econbiz.de/10011669556
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Validating the effects of brand quality on attitude and purchase intention in service-product alliances
Norman, Andrew T. - In: Services marketing quarterly 38 (2017) 1, pp. 23-30
Persistent link: https://www.econbiz.de/10011671807
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Brand alliances and stock reactions
Más Ruiz, Francisco José; Nicolau, Juan Luis; … - In: Journal of business-to-business marketing 28 (2021) 1, pp. 3-13
Persistent link: https://www.econbiz.de/10012584473
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Co-branding research : where we are and where we could go from here
Pinello, Cinzia; Picone, Pasquale Massimo; Mocciaro Li … - In: European journal of marketing 56 (2022) 2, pp. 584-621
Persistent link: https://www.econbiz.de/10013173441
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Of Rats and Brands: A Learning-and-Memory Perspective on Consumer Decisions
Osselaer, S.M.J. van - Erasmus Research Institute of Management (ERIM), ERIM … - 2004
Stijn van Osselaer (1971, Ph.D. (Marketing), University of Florida 1998) is Professor of Marketing specializing in Consumer Behavior at the Rotterdam School of Management/Faculteit Bedrijfskunde of Erasmus University in Rotterdam. His research focuses on the study of basic psychological...
Persistent link: https://www.econbiz.de/10005304712
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Of Rats and Brands: A Learning-and-Memory Perspective on Consumer Decisions
van Osselaer, van Osselaer, S.M.J. - Erasmus Research Institute of Management (ERIM), … - 2004
Stijn van Osselaer (1971, Ph.D. (Marketing), University of Florida 1998) is Professor of Marketing specializing in Consumer Behavior at the Rotterdam School of Management/Faculteit Bedrijfskunde of Erasmus University in Rotterdam. His research focuses on the study of basic psychological...
Persistent link: https://www.econbiz.de/10010837402