On the selection of co-branded strategic marketing alliance partner

Natal’ya V. Khmelkova
Year: 2013
DOI:
UDK: 339.138
Pages: 46-53
Language: russian
Section: The optimization of Russia's Economy Management: finance, economic, mathematical and computer models
Keywords: co-branding strategic marketing alliance, co-brand, brand congruency, expectations, relevance, consumer attitude.
Abstract
Some aspects of a co-branding partner selection based on matching (congruent) brands are considered. The influence of two congruence components on the cognitive and affective parts of consumer attitudes to co-branding is defined, the results of the author's market research of co-branded strategic marketing alliances with various partners are presented.
License: