Co-branding is a popular brand leveraging strategy, widely regarded as beneficial to allied
brands. Despite its popularity in practice, there is a paucity of research on co-branding …

Purpose The purpose of this paper is to identify the realistic trade-offs young consumers
make when evaluating luxury co-branding combinations based on signalling theory …

We consider a fast-fashion brand that cooperates with a luxury brand, jointly launching a co-
branded product. The impacts of the co-branding on the two brands' original product lines …

Co-branding is a widely applied strategy, with research indicating differential benefits to the
parent brands. Past studies suggest the source of these differences may be due to the …

Building a strong and consistent brand personality is crucial to position cities in the global
context and a key element to influence potential visitors' behavior. City brands' …

According to brand alliance literature, the compatibility of brand characteristics in co-
branded products will raise consumer positive attitudes and purchase intention. Previous …

This study examines how consumers from two different cultures react to the luxury brand
retailer co-branding strategy. A 2 (Familiarity: Familiar vs. Unfamiliar)× 2 (Product Fit: Fit vs …

We investigate a common but under-studied practice, the temporary alliance between a
selective brand and a mass retailer, online or offline. Using a before-and-after methodology …

Academic research in product design is growing in popularity, and new challenging
research questions are emerging. This article explores several of these product design …

Purpose: This study discusses the cross-industry co-branding strategy of PUBG (Player
Unknown's Battle Grounds) Mobile x Indomie products by analyzing the influence of self …