Co-branded partnerships with human brands. : A qualitative study to understand managerial efforts of said phenomenon.

Abstract: Background: Partnerships between brands and social media influencers are becoming more and more common. This co-branding effort presents many benefits for both parties, thus making it a win-win situation. Understanding the motivations behind co-branded product launches, the nature of the partnership, as well as the risks and involved is important to achieve a successful outcome.   Research questions   RQ1: What is the managerial motivation behind a co-branding partnership?  RQ2: What does the level of integration into the co-branded partnership look like?  RQ3: What risks need to be considered when collaborating with influencers?   Purpose: The overall purpose of this study is to understand from a managerial point of view the overall effort put in co-branded product launches between human brands and companies. Three concepts will be considered: the motivations, the forms of partnership integration, and finally potential risks that may arise. Methodology: To fulfill the study’s research purpose, a qualitative study has been carried out. Prior studies have been reviewed, and semi-structured interviews have been conducted to generate primary data. This study consequently adopts an interpretative approach that embraces an inductive reasoning, while it at the same time combines some elements from the deductive approach in order to investigate the phenomenon of co-branding that is at the center of this research. Conclusion: The study interprets from a managerial point of view the various aspects of co-branded partnerships with human brands. The collected data imply three forms of integration in co-branded partnerships. These are namely influenced by factors such as the resources of the brands, their motives, and the duration of the partnership. In addition, the degree of compatibility in terms of brand values seems to affect the success of this partnership, in the same way as fundamental differences also create risks internally and externally.