Naslov
Co-branding or alliance of brands

Autori
Vranešević, T. ; Mandić, M. ; Horvat, S

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
CIRCLE, 4th International Conference For Consumer Behavior and Retailing Research, Hosted by: University of Calabria, Department of Scienze Aziendali, Calabria, Italy and Leeds Metropolitan University, Leslie Silver International Faculty, UK, 2007-zbornik u izradi / - , 2007

Skup
CIRCLE, 4th International Conference For Consumer Behavior and Retailing Research, Hosted by: University of Calabria, Department of Scienze Aziendali, Calabria, Italy and Leeds Metropolitan University, Leslie Silver International Faculty, UK, 2007

Mjesto i datum
Reggio Calabria, Italija, 12.04.2007

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Co- branding; Synergy; Segments; Brand image; Brand extension; Premium prices; Image

Sažetak
This article defines the co-branding term and tries to identify the incentives for its usage among which it accents synergy expectations. This paper shows that companies merge so that they could accomplish goals that they could not do themselves. It defines the basic forms of co-branding and selects them by their importance.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA