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Co-Branding
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Co-Branding (1999)Co-BrandingThe role of brand coolness in the masstige co-branding of luxury and mass brands (2022)The role of brand coolness in…From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands (2018)From Karl Lagerfeld to Erdem:…Strategic Brand Management (2017)Strategic Brand ManagementConsumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit (2016)Consumer perceptions of co-br…Vertically Differentiating Environmental Standards: The Case of the Marine Stewardship Council (2015)Vertically Differentiating En…Collaborating for success: managerial perspectives on co-branding strategies in the fashion industry (2014)Collaborating for success: ma…Wedded Bliss or Tainted Love? Stock Market Reactions to the Introduction of Cobranded Products (2013)Wedded Bliss or Tainted Love?…Effects of co‐branding in the theme park industry: a preliminary study (2010)Effects of co‐branding in the…Retail internationalisation in practice: per una in the UK and Taiwan (2009)Retail internationalisation i…Guilty by Association: Image ‘Spill-over’ in Corporate Co-branding (2009)Guilty by Association: Image …Call center satisfaction and customer retention in a co‐branded service context (2006)Call center satisfaction and …Branding Strategies of Born Globals (2005)Branding Strategies of Born G…Markenpolitik für Nonprofit-Organisationen (2004)Markenpolitik für Nonprofit-O…Corporate branding in the new economy (2003)Corporate branding in the new…Brand Equity in Cooperative Business Relationships: Exploring the Development of a Conceptual Model (2003)Brand Equity in Cooperative B…Co-branding: clarification du concept (2001)Co-branding: clarification du…The Interpretation of Cultures (1974)Naturalistic inquiry (1985)The role of the flagship store location in luxury branding. 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(1975)Building Strong Brands (1995)Effets de la région d'origine, du produit, de la marque et de leurs congruences, sur l‘évaluation des consommateurs: application aux produits agroalimentaires (2005)Thirty Years of Conflicting Studies on the Influence of Congruence as perceived by the Consumer: Overview, Limitations and Avenues for Research (2010)Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products (2014)Advances in Consumer Research (2025)Job Market Signaling (1973)A resource‐based view of the firm (1984)Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations (2002)Brand management and the world of the arts: collaboration, co-operation, co-creation, and inspiration (2018)Trademarks, specialized complementary assets, and the external sourcing of innovation (2019)Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)Common method biases in behavioral research: A critical review of the literature and recommended remedies. (2003)Cool brands and hot attachments: their effect on consumers’ willingness to pay more (2023)Masstige buyers: Profile, perceived luxury values and purchase intentions (2024)Two decades of research on “masstige” marketing: A systematic literature review and future research agenda (2024)
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  • 2003Corporate branding in the new economy134 cited
  • 2005Branding Strategies of Born Globals115 cited
  • 2022The role of brand coolness in the masstige co-branding of luxury and mass brands73 cited
  • 2001Co-branding: clarification du concept70 cited
  • 2013Wedded Bliss or Tainted Love? Stock Market Reactions to the Introduction of Cobranded Products70 cited
  • 2014Collaborating for success: managerial perspectives on co-branding strategies in the fashion industry51 cited
  • 2010Effects of co‐branding in the theme park industry: a preliminary study50 cited
  • 2016Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit50 cited
  • 2015Vertically Differentiating Environmental Standards: The Case of the Marine Stewardship Council49 cited
  • 2006Call center satisfaction and customer retention in a co‐branded service context48 cited
  • 2009Retail internationalisation in practice: per una in the UK and Taiwan40 cited
  • 2017Strategic Brand Management36 cited
  • 2003Brand Equity in Cooperative Business Relationships: Exploring the Development of a Conceptual Model34 cited
  • 2009Guilty by Association: Image ‘Spill-over’ in Corporate Co-branding

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34 cited
  • 2018From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands33 cited
  • 2004Markenpolitik für Nonprofit-Organisationen33 cited