Co-branding: The Stae of the Art

Bernd Helmig, Jan-Alexander Huber and Peter S. H. Leeflang

Schmalenbach Business Review (sbr), 2008, vol. 60, issue 4, 359-377

Abstract: The use of co-branded products as a form of brand management has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies published since the mid-1990s. However, there is no description that contrasts co-branding with other branding strategies, nor is there a structured overview of the main findings of co-branding studies. We classify different branding strategies, discuss branding literature, and develop a theoretical model for co-branding based on research findings. in addition to managerial implications, we provide a critical assessment of research, identify research questions, and offer a research agenda for cobranding.

Keywords: Co-branding; Spill-Over Effects; Success Factors of Co-brands (search for similar items in EconPapers)
JEL-codes: M10 M31 M37 (search for similar items in EconPapers)
Date: 2008
References: Add references at CitEc
Citations: View citations in EconPapers (27)

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Persistent link: https://EconPapers.repec.org/RePEc:sbr:abstra:v:60:y:2008:i:4:p:359-377

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