... awareness Strategic alliances Co-branding Product evaluation Socioeconomic strata Brand alliances have become more frequent as marketers try to incorporate complementary characteristics from different brands into their own products (Levin and Levin, 2000). In this study, we explore co-branding...

... Strategic alliances Electronic commerce In recent years, the offline and online spheres of strategic brand management are becoming more and more inter‐connected. This is not only because offline companies sell their products over the internet as an alternative distribution channel (Levin et al...