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Co-Branding: Fit Factors between Partner Brands

Author: Peter Zickermann

Publisher: diplom.de

ISBN:

Category: Business & Economics

Page: 91

View: 786

Firms are continuously looking for new opportunities to exploit and leverage their existing brands to achieve business growth. In the past, companies have leveraged their ‘most important asset’ (brands) through brand and line extensions. Nowadays, the most recent trend for capitalizing on brands is called ‘Co-Branding’ in which two or more brands are presented jointly to the consumer, forming a new product or service offering. This new branding strategy promises many benefits, especially for companies operating internationally with strong global brands. This study is about the perception of ‘fit’ between two partner brands in a co-branding venture. Previous studies have already identified that a perceived fit between partner brands leads to a positive evaluation of the co-branded offering by consumers. But why are some brands perceived as fitting together by consumers and others are not? To answer this question, this study investigates which factors (e.g. similar price level, target group, product category) lead to a perceived fit between partner brands by consumers.

The Routledge Companion to Contemporary Brand Management

Author: Francesca Dall'Olmo Riley

Publisher: Routledge

ISBN:

Category: Business & Economics

Page: 584

View: 445

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference

Author: Leroy Robinson, Jr.

Publisher: Springer

ISBN:

Category: Business & Economics

Page: 241

View: 901

​Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2009 Academy of Marketing Science (AMS) Annual Conference held in Baltimore, Maryland.​

Convenience Store News

Author:

Publisher:

ISBN:

Category: Convenience stores

Page:

View: 282

Dissertation Abstracts International

The humanities and social sciences. A

Author:

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Category: Dissertations, Academic

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View: 382

Journal of Marketing

Author:

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Category: Electronic journals

Page:

View: 110

Apr. issues for 1940-42 include Papers and proceedings of the semi-annual [Dec.] meeting of the American Marketing Association, 1939-41.

Restaurant Business

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Category: Food service

Page:

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Journal of Hospitality and Tourism Management

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Category: Hospitality industry

Page:

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Developments

Author:

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ISBN:

Category: Real estate management

Page:

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Brandweek

Author:

Publisher:

ISBN:

Category: Advertising

Page:

View: 754

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