Co-Branding and Brand Loyalty: Higher Education Institutions Perspective

Barbara Mroz-Gorgon, Roman Kozel and Mateusz Grzesiak
Additional contact information
Barbara Mroz-Gorgon: Wroclaw University of Economics, Poland
Roman Kozel: Technical University of Ostrava, Czech Republic
Mateusz Grzesiak: University of D¹browa Gorniczaj, Poland

from ToKnowPress

Abstract: There are various strategies for creating brands. One of the branding strategies, i.e. the strategy of creating a brand in the minds of consumers, is the brand alliance, or co-branding. Co-branding is a kind of marketing agreement established to combine several brands. The aim of the article is to present the issue of co-branding and to determine the relationship between loyalty to the brand and the strategy of co-branding on the example of universities. The article is based on the analysis of the subject literature and presents the results of the authors’ original study.

Keywords: co-branding; brand; universities; brand loyalty (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.toknowpress.net/ISBN/978-961-6914-23-9/papers/ML2018-189.pdf full text (application/pdf)
http://www.toknowpress.net/ISBN/978-961-6914-23-9/MakeLearn2018.pdf Conference Programme (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp18:717

Access Statistics for this chapter

More chapters in Integrated Economy and Society: Diversity, Creativity and Technology; Proceedings of the MakeLearn and TIIM International Conference 2018 from ToKnowPress
Bibliographic data for series maintained by Miha Jezovnik ().