Name: Cobranding fit Factors Between Partner Brands (en Inglés)
SKU: 55310566
Price: 57.86 USD
Availability: InStock
Author: Peter Zickermann

portada Cobranding fit Factors Between Partner Brands (en Inglés)

Cobranding fit Factors Between Partner Brands (en Inglés)

Formato

Libro Físico

Editorial

Lightning Source Inc

Autor

Peter Zickermann

Idioma

Inglés

Encuadernación

Tapa Blanda

ISBN13

9783954892969

Cobranding fit Factors Between Partner Brands (en Inglés)

Peter Zickermann (Autor) · Lightning Source Inc · Tapa Blanda

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Reseña del libro "Cobranding fit Factors Between Partner Brands (en Inglés)"

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.