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Co-branding: The State of the Art · Study

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ArticleCo-branding: The State of the Art

Bernd Helmig2008

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Articlegreen2008

Co-branding: The State of the Art

Bernd Helmig · Jan-Alexander Huber · Peter S. H. Leeflang

163 citations·0/0 files stored·Schmalenbach Business Review

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Business Strategy and Innovation

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References

1997The Psychology of Attitudes 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1990Consumer Evaluations of Brand Extensions 1998Brand Equity as a Signaling Phenomenon 1992The Effects of Sequential Introduction of Brand Extensions 2001On the Use of College Students in Social Science Research: Insights from a Second-Order Meta-analysis 1998Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes 2000Consumer Response to Negative Publicity: The Moderating Role of Commitment

Cited by

2021Success drivers of co‐branding: A meta‐analysis 2013Cobranding arrangements and partner selection: a conceptual framework and managerial guidelines 2023Mindfulness for Global Public Health: Critical Analysis and Agenda 2017Brand loyalties in designer luxury and fast fashion co-branding alliances 2013Evaluation of co‐branded hotels in the Taiwanese market: the role of brand familiarity and brand fit

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Details

Year2008

Typearticle

Published2008-10-01

VenueSchmalenbach Business Review

ISSN-L1439-2917

Languageen

Citations163

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1007/bf03396775

openalex_workW1561195062

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2011

Paving the way for “distinguished marketing”

2012The differential impact of brand equity on B2B co‐branding

2015The Influence of CSR and Ethical Self-Identity in Consumer Evaluation of Cobrands