Publication Date:
2011
Abstract:
The paper summarizes the main results of two studies, focused on the contribution of co-branding to the success of a brand extension strategy. The first study analyzes how product fit of a co-branded extension may influence the consumers evaluation of a count-erestension. The second study investigates the impact of a particular feature of the hosting brand: the dominance, as intensity of the association between the brand and its original product category.
CRIS type:
1.1 Articolo in rivista
Keywords:
marca; cobranding; brand extension
List of contributors:
Bertoli, Giuseppe; Bruno, Busacca
Published in: