Cobranding as a Marketing Strategy of Alliance: Experience of Empirical Study of Efficiency

Tatiana O. Akisheva –Student, Applied Informatics Department, Liberal Arts University – University for Humanities (Ekaterinburg), Natal’ya V. Khmelkova –Doctor of Economics, Associate Professor, Head of Economics and Informatization Chair, Liberal Arts University – University for Humanities (Ekaterinburg)
Year: 2017
DOI:
UDK: 339.1
Pages: 20-24
Language: russian
Section: Economics
Keywords: cobranding, alliance, efficiency, marketing strategy.
Abstract
The article reveals the essence of cobranding as a marketing strategy, involving the merger of co-production and product branding. The results of the author's research discover the influence of the choice of a partner for the alliance on efficiency of cobranding.
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