Magdalena Grebosz

Partner brands selection in co-branding projects

• Broschiertes Buch

Produktbeschreibung

Due the development of cooperation between companies and the desire to increase the proposed added value, co-branding is becoming an important concept in marketing management. The present monograph allows to emphasize the interdisciplinary nature of the co-branding as an effective marketing strategy. This book has been divided into three chapters. In the first chapter, the concept of co-branding is discussed and international research results in the area of co-branding are analysed. The second chapter has empirical character; the general results of own research on implementation and evaluation of a co-branding strategy are presented; the factors, tool and model for selection of partner brand to co-branding projects are also proposed. The third chapter is to present the results of own studies concerning the attitudes of consumers towards co-branded products; the impact of the image of country of origin of partner brand on the assessment of co-brand image is also analysed. The bookis mainly addressed to scientists that develop research in the area of brand alliances and to brand managers that want to expand the business activities. This book reviewer was Professor Jacek Otto.

Produktdetails

• Verlag: LAP Lambert Academic Publishing
• Seitenzahl: 132
• Erscheinungstermin: 2. März 2015
• Englisch
• Abmessung: 220mm x 150mm x 9mm
• Gewicht: 215g
• ISBN-13: 9783659430978
• ISBN-10: 3659430978
• Artikelnr.: 42443408

Autorenporträt

Magdalena Gr¿bosz is Associate Professor of Marketing at the Faculty of Organization and Management and International Faculty of Engineering, Lodz University of Technology (Poland) and visiting professor at different universities in Europe. She concentrates her research efforts on the issues of brand management and international marketing.