...Riccardo Valesi; Giuseppe Pedeliento; Daniela Andreini Purpose This study aims to investigate the most effective branding strategy for facilitating the acceptance of controversial products. Three strategies were compared: host brand alone, ingredient brand alone and ingredient co-branding...

.../methodology/approach The study explores consumers’ reactions to an IP-infringement crisis on social media by employing situation-based between-subjects experimental designs. Study 1 and Study 2 investigated how brand partnership (limited vs. co-branding) and consumer moral reasoning (rationalization vs...

...Jonas Steffl; Stéphane Ganassali; Jutta Emes Purpose This study aims to examine whether, and how, green product innovations (GPIs), limited edition products, co-branded products and a combination of these product branding strategies affect consumers’ perception of brand value. Design...

... the literature are vitiated. John F. Gaski can be contacted at: jgaski@nd.edu 20 11 2018 06 05 2019 31 07 2019 11 11 2019 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Brand name Brand image Measurement Co-branding Brand...

...Ilaria Baghi; Veronica Gabrielli Purpose Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives can be implemented as co-branding strategies. Little is known, however, about the role of brand prominence, in terms of visual conspicuousness of the two...

...Daniel Böger; Pascal Kottemann; Reinhold Decker Purpose This paper aims to investigate what influence the perceptions of two parent brands have on the perception of a newly formed co-brand. Furthermore, it elaborates whether respondents’ evaluations of the parent brands, their familiarity towards...

...Han-Chiang Ho; Nora Lado; Pilar Rivera-Torres Purpose The purpose of this study is to examine consumer attitude toward a new type of co-branded products, which encompass attributes of high-technology and luxury. The authors named these kinds of co-branded products as “high-tech luxury co-branded...

... co-branding planning to achieve financial goals. Originality/value The analysis provides tools for managers to verify which types of strategic fit operate in this relationship and facilitate co-branding planning to achieve financial goals. Jorge Lengler is the corresponding author and can...

... 2015 Consumer behavior Co-branding Customer value Sports marketing An executive summary for managers and executive readers can be found at the end of this issue. Brand licensing is one of the most effective means of building brand equity (Keller et al., 2011). Brand...

...Kenneth Thompson; David Strutton Purpose This study seeks to explore the value of using brand alliances, or co‐branding strategies, to influence consumer perceptions of new brand extensions under circumstances where the firm (parent brand) introduces new products that will be targeted to product...