Essays about: "co-branding"

Showing result 11 - 15 of 38 essays containing the word co-branding.

  1. 11. HOW DOES CO-BRANDING INFLUENCE BRAND IMAGE : A qualitative research on Supreme’s brand image from consumers’ perspectives

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Kaer Li; Xinyi Wang; [2019]
    Keywords : brand; branding; brand image; co-branding; Supreme;

    Abstract : Purpose- The purpose of this paper is to explore the influence of co-branding on brand images from consumers’ perspectives and whether the result of co-branding is consistent with the companies’ expectations or not. Design/methodology/approach- A qualitative research approach is adopted to allow a deeper insight into the impacts of Supreme co-branding from consumers’ perspectives. READ MORE

  3. 12. Exploring Consumers’ Experiences of Co-branding with Influencers: A Case Study about Influencer Marketing with Nelly.com

    University essay from Göteborgs universitet/Graduate School

    Author : Marie Andersson; Mathilda Göthberg; [2018-07-03]
    Keywords : Influencer Marketing; Co-branding; Human Brand; Collaborations;

    Abstract : The emergence of brands using influencers to reach their consumers, i.e. co-branding with influencers, has created a need for knowledge about how consumers experience it. With the aim of increasing this knowledge, a case study in the fashion industry was carried out with the brand Nelly. READ MORE

  4. 13. Challenging coopetitive branding alliances : a study on how coopetitive branding affects consumers’ brand image

    University essay from Högskolan Kristianstad/Avdelningen för ekonomi

    Author : Oskar Gudmundsson; Joel Leteus; [2018]
    Keywords : Coopetition; Co-branding; Coopetitive Branding; Strategic Alliances; Consumer Based Brand Equity CBBE ; Brand Image;

    Abstract : The increased competitive intensity in several global markets has encouraged firms which traditionally compete, to also collaborate with each other, that is coopetitive branding alliances. Coopetitive branding has, to the best of our knowledge, not been researched from a consumer perspective. READ MORE

  5. 14. Coopetition in Industry Associations : A Study of Scandinavian Outdoor Group

    University essay from Umeå universitet/Företagsekonomi

    Author : Erika Granqvist; Alex Mugrauer; [2018]
    Keywords : Coopetition; industry associations; tensions; balancing; third party role; network; co-branding; sustainability;

    Abstract : Coopetition - the simultaneous pursuit of cooperation and competition, is a paradoxical situation where the pooling of resources has the potential to create greater advantages compared to if the involved actors solely compete. Previous research shows that coopetition is a difficult strategy to pursue due to the tensions arising from the paradox. READ MORE

  6. 15. Limited edition: Collaborations between luxury brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lusiyana Ivanova Dimitrova; Linnea Björck; Alice Fregne; [2018]
    Keywords : Limited edition; luxury; co-branding; brand characteristics; Business and Economics;

    Abstract : Purpose: The purpose of this paper is to see what luxury brands gain from a limited-edition collaboration in terms of segment, positioning and target group and based on the identity prism, see what characteristics that are transferred from and to the brands in the collaboration. Design/methodology/approach: First a literature review is presented with relevant theories for the purpose of the paper. READ MORE