Matches in SemOpenAlex for { <https://semopenalex.org/work/W2168404787> ?p ?o ?g. }
Showing items 1 to 93 of
93
with 100 items per page.
- W2168404787 abstract "The objective of this study is to investigate the outcomes of co-branding strategy in the assessment of the brand managers of analysed companies on European market and verification if a co-branding gives the opportunities for internal and external development. The analysis of correlation between the outcomes of co-branding and two major categories of co-branding strategy (ingredient branding and symbolic co-branding) are also important. In the paper the results of empirical studies are presented. Recent primary research (2009-2011) was conducted in 50 companies which are present in minimum three countries of Europe and have realized co-branding strategy for three years. Questionnaire surveys were carried out throughout all 120 identified companies. As a result, data from 50 companies were obtained, which amounted to 41.7% of all companies polled. The analysis of findings indicates the different outcomes in case of two major categories of co-branding strategy. The results show the general evaluation of the co-branded projects as well as the possibilities of the internal and external development. The results also emphasize the significance of symbolic character of the co-branding strategy. The recommendations in this study are set forth, of course, with the caveat as to the limitations of the sample. Nonetheless, it is believed that the results of this study will alert companies to the potential outcomes of co-branding taking into account the category of cooperation. This research has resulted in practical contribution. From the substantive stand point, this research has shed light on the outcomes of co-branding. This information can be useful for managers to understand which effects can be expected. From a theoretical and practical standpoint, this research contributes to brand alliances research and has provided a better understanding of outcomes of co-branding and the correlations between the possibilities of internal and external development and chosen category of co-branding strategy. This text may contribute to further research in this area and as a kind of motivator for further discussion on this topic." @default.
- W2168404787 created "2016-06-24" @default.
- W2168404787 date "2012-09-28" @default.
- W2168404787 modified "2023-09-26" @default.
- W2168404787 title "The Outcomes of the Co-branding Strategy" @default.
- W2168404787 cites W1597192254 @default.
- W2168404787 cites W1901865882 @default.
- W2168404787 cites W1968242447 @default.
- W2168404787 cites W1997213487 @default.
- W2168404787 cites W2013163034 @default.
- W2168404787 cites W2034260616 @default.
- W2168404787 cites W2042124431 @default.
- W2168404787 cites W2057012787 @default.
- W2168404787 cites W2105843413 @default.
- W2168404787 cites W2318012210 @default.
- W2168404787 cites W2325605927 @default.
- W2168404787 cites W2334317552 @default.
- W2168404787 cites W2412055062 @default.
- W2168404787 cites W3124567648 @default.
- W2168404787 cites W3146915667 @default.
- W2168404787 doi "https://doi.org/10.17265/1537-1506/2012.09.006" @default.
- W2168404787 hasPublicationYear "2012" @default.
- W2168404787 type Work @default.
- W2168404787 sameAs 2168404787 @default.
- W2168404787 citedByCount "6" @default.
- W2168404787 countsByYear W21684047872013 @default.
- W2168404787 countsByYear W21684047872014 @default.
- W2168404787 countsByYear W21684047872015 @default.
- W2168404787 countsByYear W21684047872020 @default.
- W2168404787 crossrefType "journal-article" @default.
- W2168404787 hasConcept C111472728 @default.
- W2168404787 hasConcept C120936955 @default.
- W2168404787 hasConcept C136006765 @default.
- W2168404787 hasConcept C138885662 @default.
- W2168404787 hasConcept C144133560 @default.
- W2168404787 hasConcept C162853370 @default.
- W2168404787 hasConcept C177264268 @default.
- W2168404787 hasConcept C185592680 @default.
- W2168404787 hasConcept C198531522 @default.
- W2168404787 hasConcept C199360897 @default.
- W2168404787 hasConcept C2524010 @default.
- W2168404787 hasConcept C28719098 @default.
- W2168404787 hasConcept C2994313005 @default.
- W2168404787 hasConcept C33923547 @default.
- W2168404787 hasConcept C41008148 @default.
- W2168404787 hasConcept C43617362 @default.
- W2168404787 hasConcept C57375061 @default.
- W2168404787 hasConceptScore W2168404787C111472728 @default.
- W2168404787 hasConceptScore W2168404787C120936955 @default.
- W2168404787 hasConceptScore W2168404787C136006765 @default.
- W2168404787 hasConceptScore W2168404787C138885662 @default.
- W2168404787 hasConceptScore W2168404787C144133560 @default.
- W2168404787 hasConceptScore W2168404787C162853370 @default.
- W2168404787 hasConceptScore W2168404787C177264268 @default.
- W2168404787 hasConceptScore W2168404787C185592680 @default.
- W2168404787 hasConceptScore W2168404787C198531522 @default.
- W2168404787 hasConceptScore W2168404787C199360897 @default.
- W2168404787 hasConceptScore W2168404787C2524010 @default.
- W2168404787 hasConceptScore W2168404787C28719098 @default.
- W2168404787 hasConceptScore W2168404787C2994313005 @default.
- W2168404787 hasConceptScore W2168404787C33923547 @default.
- W2168404787 hasConceptScore W2168404787C41008148 @default.
- W2168404787 hasConceptScore W2168404787C43617362 @default.
- W2168404787 hasConceptScore W2168404787C57375061 @default.
- W2168404787 hasIssue "09" @default.
- W2168404787 hasLocation W21684047871 @default.
- W2168404787 hasOpenAccess W2168404787 @default.
- W2168404787 hasPrimaryLocation W21684047871 @default.
- W2168404787 hasRelatedWork W1126942057 @default.
- W2168404787 hasRelatedWork W1510001324 @default.
- W2168404787 hasRelatedWork W1535317441 @default.
- W2168404787 hasRelatedWork W1591573076 @default.
- W2168404787 hasRelatedWork W1603925402 @default.
- W2168404787 hasRelatedWork W1630055650 @default.
- W2168404787 hasRelatedWork W1893151700 @default.
- W2168404787 hasRelatedWork W2139400268 @default.
- W2168404787 hasRelatedWork W2151688818 @default.
- W2168404787 hasRelatedWork W2185793420 @default.
- W2168404787 hasRelatedWork W2252833313 @default.
- W2168404787 hasRelatedWork W2257851034 @default.
- W2168404787 hasRelatedWork W2318012210 @default.
- W2168404787 hasRelatedWork W2507625148 @default.
- W2168404787 hasRelatedWork W2537079807 @default.
- W2168404787 hasRelatedWork W2611559596 @default.
- W2168404787 hasRelatedWork W419410509 @default.
- W2168404787 hasRelatedWork W575217968 @default.
- W2168404787 hasRelatedWork W1643759790 @default.
- W2168404787 hasRelatedWork W187722268 @default.
- W2168404787 hasVolume "11" @default.
- W2168404787 isParatext "false" @default.
- W2168404787 isRetracted "false" @default.
- W2168404787 magId "2168404787" @default.
- W2168404787 workType "article" @default.