Works matching DE "CO-branding"

Results: 140

ARQUITECTURA DE MARCA EN ESPACIOS CULTURALES Y CREATIVOS: Estrategias de marca respaldada.

Published in:

Street Art & Urban Creativity Scientific Journal, 2025, v. 11, n. 1, p. 61, doi. 10.25765/sauc.v11.5683

By:

GARCÍA CARRIZO, JENNIFER

Publication type:

Article

Brand equity in cooperative business relationships: exploring the development of a conceptual model.

Published in:

Marketing Theory, 2003, v. 3, n. 1, p. 37, doi. 10.1177/1470593103003001003

By:

Van Durme, Joël;
Brodie, Roderick J.;
Redmore, David

Publication type:

Article

THE EFFECT OF CO-BRANDING, CELEBRITY ENDORSERS, AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION WITH BRAND IMAGE AS THE INTERVENING VARIABLE IN THE QUOTA OF JKT48 TELKOMSEL PACKAGE.

Published in:

Eduvest: Journal Of Universal Studies, 2025, v. 5, n. 2, p. 2100, doi. 10.59188/eduvest.v5i2.50848

By:

Anjani, Maryet Dwi;
Dananjaya, Irwandaru

Publication type:

Article

MARKA BİRLİKTELİĞİ STRATEJİSİNİN YAPISAL ÖZELLİKLERİ VE TÜRKÇE LİTERATÜRDEKİ YANSIMASI: KAVRAMSAL BİR İNCELEME.

Published in:

Journal of Marketing & Marketing Research / Pazarlama ve Pazarlama Araştırmaları Dergisi, 2025, v. 18, n. 1, p. 277, doi. 10.15659/ppad.18.1.1544871

By:

EROL-BOYACI, Gülay;
ÖZER, Leyla;
AYHAN, Doğan Yaşar

Publication type:

Article

AN INVESTIGATION ON THE EFFECT OF AD EXPENSES ON BRAND VALUE IN THE BANKING SECTOR THROUGH PANEL DATA ANALYSIS.

Published in:

Journal of Marketing & Marketing Research / Pazarlama ve Pazarlama Araştırmaları Dergisi, 2023, v. 16, n. 2, p. 403

By:

BARAN, Tamer

Publication type:

Article

IMPACT OF THE NUMBER AND CONGRUENCE OF COBRANDING PARTNERS ON EVALUATIONS OF THE STRENGTH AND UNIQUENESS OF A FOCAL BRAND'S CORE ASSOCIATIONS.

Published in:

Journal of Marketing & Marketing Research / Pazarlama ve Pazarlama Araştırmaları Dergisi, 2023, v. 16, n. 2, p. 381

By:

HAYRAN, Ceren

Publication type:

Article

THE ROLE OF PRESTIGIOUS AND FUNCTIONAL BRAND CONCEPTS AND PRODUCT FIT IN CONSUMERS' EVALUATIONS OF CO-BRANDED PARTNERSHIPS.

Published in:

Journal of Marketing & Marketing Research / Pazarlama ve Pazarlama Araştırmaları Dergisi, 2023, v. 16, n. 1, p. 117, doi. 10.15659/ppad.16.1.1202213

By:

HAYRAN, Ceren

Publication type:

Article

Efficiency and Innovativeness as Determinants of Design Architecture Choices.

Published in:

Journal of Product Innovation Management, 2012, v. 29, n. 3, p. 405, doi. 10.1111/j.1540-5885.2012.00914.x

By:

Abecassis‐Moedas, Celine;
Benghozi, Pierre‐Jean

Publication type:

Article

The Impact of Fit Measures on the Consumer Evaluation of New Co-Branded Products.

Published in:

Journal of Product Innovation Management, 2011, v. 28, n. 4, p. 455, doi. 10.1111/j.1540-5885.2011.00819.x

By:

Bouten, Lisanne M.;
Snelders, Dirk;
Hultink, Erik Jan

Publication type:

Article

Branding access offers: the importance of product brands, ownership status, and spillover effects to parent brands.

Published in:

Journal of the Academy of Marketing Science, 2015, v. 43, n. 5, p. 574, doi. 10.1007/s11747-015-0440-y

By:

Baumeister, Christoph;
Scherer, Anne;
Wangenheim, Florian

Publication type:

Article

Cobranding arrangements and partner selection: a conceptual framework and managerial guidelines.

Published in:

Journal of the Academy of Marketing Science, 2014, v. 42, n. 2, p. 103, doi. 10.1007/s11747-013-0343-8

By:

Newmeyer, Casey;
Venkatesh, R.;
Chatterjee, Rabikar

Publication type:

Article

Understanding the adoption of new brands through salespeople: a multilevel framework.

Published in:

Journal of the Academy of Marketing Science, 2008, v. 36, n. 2, p. 278, doi. 10.1007/s11747-007-0055-z

By:

Wieseke, Jan;
Homburg, Christian;
Lee, Nick

Publication type:

Article

Marketing and the Law.

Published in:

Journal of the Academy of Marketing Science, 2006, v. 34, n. 4, p. 628

By:

Olazábal, Ann Morales;
Cava, Anita;
Sacasas, René

Publication type:

Article

长城非知名区段能从与知名区段的旅游品牌联合中获益吗？.

Published in:

Tourism Tribune / Lvyou Xuekan, 2022, v. 37, n. 12, p. 52, doi. 10.19765/j.cnki.1002-5006.2022.12.008

By:

沈雪瑞;
刘悦

Publication type:

Article

Chart Success and Innovation in the Music Industry: Does Organizational Form Matter?

Published in:: Journal of Media Business Studies, 2008, v. 5, n. 1, p. 41
Publication type:: Article

A CASE-STUDY OF CO-BRANDING IN THE ROMANIAN HOSPITALITY INDUSTRY.

Published in:

Agricultural Management / Lucrari Stiintifice Seria I, Management Agricol, 2022, v. 24, n. 3, p. 27

By:

CRISTINA, BABCSANYI;
ROXANA, PASCARIU ANKA;
DANIELA, DRAGHICESCU;
CARMEN, DUMITRESCU;
IASMINA, IOSIM

Publication type:

Article

Red Bull “Gives You Wings” for better or worse: A double-edged impact of brand exposure on consumer performance

Published in:

Journal of Consumer Psychology (John Wiley & Sons, Inc. ), 2011, v. 21, n. 1, p. 57, doi. 10.1016/j.jcps.2010.09.008

By:

Brasel, S. Adam;
Gips, James

Publication type:

Article

PREPARE FOR THE AMBUSH!

Published in:

Marketing Health Services, 2011, v. 31, n. 2, p. 24

By:

GOMBESKI JR., WILIAM;
WRAY, TANYA;
BLAIRA, GEOFFREY

Publication type:

Article

Exploring the domestic relationship between mega-events and destination image: The image impact of hosting the 2012 Olympic Games for the city of London.

Published in:

Sport Management Review, 2018, v. 21, n. 3, p. 232, doi. 10.1016/j.smr.2017.07.001

By:

Kenyon, James Andrew;
Bodet, Guillaume

Publication type:

Article

Examining the effectiveness of a tourism–agriculture co-marketing alliance: an empirical study of fit and fit priming.

Published in:

Tourism Recreation Research, 2025, v. 50, n. 2, p. 322, doi. 10.1080/02508281.2023.2252678

By:

Liu, Juanyi;
Liu, Fang;
Webb, Dave

Publication type:

Article

A study of the effects of co-branding between low-carbon islands and recreational activities.

Published in:

Current Issues in Tourism, 2018, v. 21, n. 5, p. 529, doi. 10.1080/13683500.2015.1093466

By:

Hsiao, Teng-Yuan

Publication type:

Article

Assessing the impact of co-branding of island destination and tourism activities on tourists’ reactions.

Published in:

Current Issues in Tourism, 2017, v. 20, n. 5, p. 536, doi. 10.1080/13683500.2014.946476

By:

Liang, Austin Rong-Da

Publication type:

Article

Clearing a Path Through the Forest: A Meta-Review of Interorganizational Relationships.

Published in:

Journal of Management, 2011, v. 37, n. 4, p. 1108, doi. 10.1177/0149206311407507

By:

Parmigiani, Anne;
Rivera-Santos, Miguel

Publication type:

Article

Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness.

Published in:

International Journal of Advertising, 2022, v. 41, n. 6, p. 1017, doi. 10.1080/02650487.2021.1940059

By:

Tian, Shiyun;
Tao, Weiting;
Hong, Cheng;
Tsai, Wan-Hsiu Sunny

Publication type:

Article

The logo matters: the effect of the logo type on the attitude towards co-products.

Published in:

International Journal of Advertising, 2017, v. 36, n. 5, p. 743, doi. 10.1080/02650487.2017.1340926

By:

Kraus, Antonia;
Gierl, Heribert

Publication type:

Article

Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship.

Published in:

International Journal of Advertising, 2014, v. 33, n. 2, p. 295, doi. 10.2501/IJA-33-2-295-327

By:

Tsiotsou, Rodoula H.;
Alexandris, Kostas;
Cornwell, T. Bettina

Publication type:

Article

CO-BRANDING AS A STRATEGY - FASHION MARKET PERSPECTIVE: PRESTIGE OR MASSTIGE?

Published in:

International Journal of Sales, Retailing & Marketing, 2016, v. 5, n. 4, p. 49

By:

Mróz-Gorgoń, Barbara

Publication type:

Article

Editorial.

Published in:

International Journal of Sales, Retailing & Marketing, 2016, v. 5, n. 4, p. 2

By:

Palić, Mirko

Publication type:

Article

Team Management Organization in Co-branding Projects.

Published in:

Human Factors & Ergonomics in Manufacturing & Service Industries, 2013, v. 23, n. 4, p. 306, doi. 10.1002/hfm.20307

By:

Grebosz, Magdalena;
Bakalarczyk, Sebastian

Publication type:

Article

Hotel restaurant co-branding: The relationship of perceived brand fit with intention to purchase.

Published in:

Journal of Vacation Marketing, 2011, v. 17, n. 4, p. 275, doi. 10.1177/1356766711420838

By:

Ashton, Ann Suwaree;
Scott, Noel

Publication type:

Article

Co-branding strategies in luxury fashion: the Off-White case.

Published in:

Journal of Strategic Marketing, 2025, v. 33, n. 4, p. 484, doi. 10.1080/0965254X.2022.2160484

By:

Murtas, Gabriele;
Pedeliento, Giuseppe;
Mangiò, Federico;
Andreini, Daniela

Publication type:

Article

Consumers' Evaluation of Co-Brand Extensions: The Effects of Concept Congruity on the Evaluation of Co-branded Products, Analyzing the Moderating Role of Task Involvement.

Published in:

International Management Review, 2012, v. 8, n. 1, p. 21

By:

Sreejesh, S.

Publication type:

Article

Collaborating for success: managerial perspectives on co-branding strategies in the fashion industry.

Published in:

Journal of Marketing Management, 2014, v. 30, n. 9-10, p. 925, doi. 10.1080/0267257X.2014.934905

By:

Oeppen, Jemma;
Jamal, Ahmad

Publication type:

Article

Co-Branding: The Science of Alliance.

Published in:

2000

By:

Carter, Steve

Publication type:

Book Review

Co-branding partner selection: The importance of belief revision.

Published in:

Journal of Business Economics & Management, 2016, v. 17, n. 4, p. 546, doi. 10.3846/16111699.2016.1197848

By:

Lee, Chia-Lin;
Decker, Reinhold

Publication type:

Article

Consumer Animosity, Country of Origin, and Foreign Entry-Mode Choice: A Cross-Country Investigation.

Published in:

Journal of International Marketing, 2014, v. 22, n. 1, p. 62, doi. 10.1509/jim.13.0079

By:

Cher-Min Fong;
Chun-Ling Lee;
Yunzhou Du

Publication type:

Article

Perceived economic mobility predicts evaluation of low‐fit co‐brands.

Published in:

Psychology & Marketing, 2024, v. 41, n. 7, p. 1562, doi. 10.1002/mar.21997

By:

Nie, Xinyu;
Wang, Liangyan;
Chan, Eugene Y.

Publication type:

Article

Co‐brand partnerships making space for the next black girl: Backlash in social justice branding.

Published in:

Psychology & Marketing, 2021, v. 38, n. 12, p. 2314, doi. 10.1002/mar.21566

By:

Smith, Debra C.;
James, Channelle D.;
Griffiths, Merlyn A.

Publication type:

Article

What if something unexpected happens to my brand? Spillover effects from positive and negative events in a co‐branding partnership.

Published in:

Psychology & Marketing, 2019, v. 36, n. 8, p. 758, doi. 10.1002/mar.21210

By:

Koschate‐Fischer, Nicole;
Hoyer, Wayne D.;
Wolframm, Christiane

Publication type:

Article

The Psychology of Co-Branding Alliances: The Business-to-Business Relationship Outcomes of Role Stress.

Published in:

Psychology & Marketing, 2016, v. 33, n. 4, p. 267, doi. 10.1002/mar.20874

By:

Dahlstrom, Robert;
Nygaard, Arne

Publication type:

Article

Wedded Bliss or Tainted Love? Stock Market Reactions to the Introduction of Cobranded Products.

Published in:

Marketing Science, 2013, v. 32, n. 6, p. 939, doi. 10.1287/mksc.2013.0806

By:

Zixia Cao;
Sorescu, Alina

Publication type:

Article

The Seeds of Dissolution: Discrepancy and Incoherence in Buyer-Supplier Exchange.

Published in:

Marketing Science, 2010, v. 29, n. 6, p. 1109, doi. 10.1287/mksc.1100.0582

By:

Qiong Wang;
Kayande, Ujwal;
Jap, Sandy

Publication type:

Article

Image Reinforcement or Impairment: The Effects of Co-Branding on Attribute Uncertainty.

Published in:

Marketing Science, 2008, v. 27, n. 4, p. 730, doi. 10.1287/mksc.1070.0326

By:

Geylani, Tansev;
Inman, J. Jeffrey;
Ter Hofstede, Frenkel

Publication type:

Article

Mean-Centering Does Not Alleviate Collinearity Problems in Moderated Multiple Regression Models.

Published in:

Marketing Science, 2007, v. 26, n. 3, p. 438, doi. 10.1287/mksc.1060.0263

By:

Echambadi, Raj;
Hess, James D.

Publication type:

Article

Aggregate Impact of Different Brand Development Strategies.

Published in:

Management Science, 2015, v. 61, n. 5, p. 1164, doi. 10.1287/mnsc.2014.1900

By:

Hariharan, Vijay Ganesh;
Bezawada, Ram;
Talukdar, Debabrata

Publication type:

Article

Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking.

Published in:

Journal of Consumer Research, 2007, v. 33, n. 4, p. 529, doi. 10.1086/510227

By:

Monga, Alokparna Basu;
John, Deborah Roedder

Publication type:

Article

When Food Co-Branding Backfires: The Overexpectation Effect.

Published in:

Foods, 2022, v. 11, n. 14, p. 2136, doi. 10.3390/foods11142136

By:

Garaus, Marion;
Wolfsteiner, Elisabeth;
Florack, Arnd

Publication type:

Article

Consumer Interpretations of Cobrands.

Published in:

International Journal of Business, 2021, v. 26, n. 1, p. 42

By:

Jones, Scott A.;
Boush, David M.

Publication type:

Article

CO-BRANDING OR ALLIANCE OF BRANDS.

Published in:

International Journal of Management Cases, 2017, v. 19, n. 3/4, p. 342

By:

VRANEŠEVIĆ, TIHOMIR;
MANDIĆ, MIROSLAV;
HORVAT, SANDRA

Publication type:

Article

Advances in B2B Co-Branding: A Systematic Literature Review.

Published in:

2025

By:

Ottoni, Fernanda Muniz Junqueira;
Thomé, Karim Marini;
Porto, Rafael Barreiros

Publication type:

Literature Review