Co Branding Fit Factors Between Partner Brands is popular PDF and ePub book, written by Peter Zickermann in 2014-09, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Co Branding Fit Factors Between Partner Brands can be Read Online from any device for your convenience.
Co Branding Fit Factors Between Partner Brands Book PDF Summary
Firms are continuously looking for new opportunities to exploit and leverage their existing brands to achieve business growth. In the past, companies have leveraged their ‘most important asset’ (brands) through brand and line extensions. Nowadays, the most recent trend for capitalizing on brands is called ‘Co-Branding’ in which two or more brands are presented jointly to the consumer, forming a new product or service offering. This new branding strategy promises many benefits, especially for companies operating internationally with strong global brands. This study is about the perception of ‘fit’ between two partner brands in a co-branding venture. Previous studies have already identified that a perceived fit between partner brands leads to a positive evaluation of the co-branded offering by consumers. But why are some brands perceived as fitting together by consumers and others are not? To answer this question, this study investigates which factors (e.g. similar price level, target group, product category) lead to a perceived fit between partner brands by consumers.
Detail Book of Co Branding Fit Factors Between Partner Brands PDF
- Author : Peter Zickermann
- Release : 01 September 2014
- Publisher : Anchor Academic Publishing (aap_verlag)
- ISBN : 9783954892969
- Genre : Business & Economics
- Total Page : 98 pages
- Language : English
- PDF File Size : 13,6 Mb
If you're still pondering over how to secure a PDF or EPUB version of the book Co Branding Fit Factors Between Partner Brands by Peter Zickermann, don't worry! All you have to do is click the 'Get Book' buttons below to kick off your Download or Read Online journey. Just a friendly reminder: we don't upload or host the files ourselves.