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Co-branding: The State of the Art

16 references·16 citing·49 second hopsampled

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References

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1998

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Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes

473 cited

2004The impact of the alliance on the partners: A look at cause–brand alliances430 cited

Cited by

2021Success drivers of co‐branding: A meta‐analysis105 cited
2013Cobranding arrangements and partner selection: a conceptual framework and managerial guidelines92 cited
2023Mindfulness for Global Public Health: Critical Analysis and Agenda87 cited
2017Brand loyalties in designer luxury and fast fashion co-branding alliances84 cited
2013Evaluation of co‐branded hotels in the Taiwanese market: the role of brand familiarity and brand fit82 cited
2011Paving the way for “distinguished marketing”80 cited
2012The differential impact of brand equity on B2B co‐branding77 cited
2015The Influence of CSR and Ethical Self-Identity in Consumer Evaluation of Cobrands75 cited
2014Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit73 cited
2013Wedded Bliss or Tainted Love? Stock Market Reactions to the Introduction of Cobranded Products70 cited
2014Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products68 cited
2015Interorganizational Relationships in Marketing: A Critical Review and Research Agenda65 cited
2018Neural Profiling of Brands: Mapping Brand Image in Consumers’ Brains with Visual Templates64 cited
2014Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship64 cited
2022Co-branding research: where we are and where we could go from here64 cited
2018A typology of brand alliances and consumer awareness of brand alliance integration53 cited