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Keywords: Co-branding
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Journal Articles
Brand and retailer co-branding: Examining factors to favourably change consumers' brand evaluations
Available to Purchase
Journal of Fashion Marketing and Management: An International Journal (2020) 24 (1): 49–65.
Published: 22 April 2020
...Michelle Childs; Byoungho Ellie Jin Purpose Many fashion brands employ growth strategies that involve strategically aligning with a retailer to offer exclusive co-brands that vary in duration and perceived fit. While growth and publicity are enticing, pursuing collaboration may change consumers...
