... may be seen at Link to the terms of the CC BY 4.0 licence. Brand extension Perceived fit Systematic literature review With the rising costs of introducing new products and the increasing competitive pressure, many brands are struggling to remain relevant in the market. Brand...

... 2021 31 03 2022 18 11 2022 07 03 2023 13 07 2023 26 09 2023 © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Identity expressiveness Systematic literature review Identity signaling Self-expression Self-expression needs...

... offer a systematic literature review of 190 papers on co-branding alliances. The authors portray a picture of the theories informing co-branding research and build a conceptual framework that summarizes the concepts and variables used in this literature. Finally, 11 interviews with managers...