Abstract
No rigorous research exists to distinguish co-branding from other types of brand alliances. The current paper first through indepth review of existing literature proposes a clear definition of co-branding. Second, it recognizes the potential antecedents, and consequences of co-branding formation. Finally, it provides multiple future venues for research in co-branding.
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© 2015 Academy of Marketing Science
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Besharat, A. (2015). A Step Forward Toward Discernment of Co-Branding Strategy. In: Robinson, Jr., L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10864-3_25
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DOI: https://doi.org/10.1007/978-3-319-10864-3_25
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10863-6
Online ISBN: 978-3-319-10864-3
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