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Co-Branding

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81 citations0/0 files storedPalgrave Macmillan UK eBooks

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

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The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding

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2003Corporate branding in the new economy 2005Branding Strategies of Born Globals 2022The role of brand coolness in the masstige co-branding of luxury and mass brands 2001Co-branding: clarification du concept 2013Wedded Bliss or Tainted Love? Stock Market Reactions to the Introduction of Cobranded Products 2014Collaborating for success: managerial perspectives on co-branding strategies in the fashion industry 2016Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit 2010Effects of co‐branding in the theme park industry: a preliminary study

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