Abstract
The use of co-branded products as a form of brand management has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies published since the mid-1990s. However, there is no description that contrasts co-branding with other branding strategies, nor is there a structured overview of the main findings of co-branding studies. We classify different branding strategies, discuss branding literature, and develop a theoretical model for co-branding based on research findings. In addition to managerial implications, we provide a critical assessment of research, identify research questions, and offer a research agenda for cobranding.
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The authors’ names are listed in alphabetical order; however, each one has contributed equally to this article.
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Helmig, B., Huber, JA. & Leeflang, P.S.H. Co-branding: The State of the Art. Schmalenbach Bus Rev 60, 359–377 (2008). https://doi.org/10.1007/BF03396775
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DOI: https://doi.org/10.1007/BF03396775