Article2001

Co-branding: clarification du concept

70 citations0/0 files storedRecherche et Applications en Marketing (French Edition)

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

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

Abstract

L'objectif de cet article est de clarifier et d'approfondir le concept de co-branding, et de proposer un cadre de réflexion face à ce type d'alliance de marques. Dans cette optique, la problématique générale du co-marquage est présentée. Puis, sur la base des travaux relatifs aux extensions de marques, et plus spécifiquement ceux fondés sur la théorie de la catégorisation et celle des représentations sociales, des éléments d'évaluation d'une stratégie de co-marquage sont proposés.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 70 citations exist upstream.

References

2025Advances in Consumer Research 1975Cognitive representations of semantic categories.1995Building Strong Brands 1987Dimensions of Consumer Expertise 1992Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations 1992Advances in Consumer Research 1996‘Building Strong Brands’1992Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations

Cited by

2005Effets de la région d'origine, du produit, de la marque et de leurs congruences, sur l‘évaluation des consommateurs: application aux produits agroalimentaires 2014Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products 2010Thirty Years of Conflicting Studies on the Influence of Congruence as perceived by the Consumer: Overview, Limitations and Avenues for Research 2011Congruence perçue par le consommateur: vers une clarification du concept, de sa formation et de sa mesure 2009Memory and perception of brand mentions and placement of brands in songs

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.