The objective of this study is to investigate the outcomes of co-branding strategy in the assessment of the brand managers of analysed companies on European market and verification if a co-branding gives the opportuni...The objective of this study is to investigate the outcomes of co-branding strategy in the assessment of the brand managers of analysed companies on European market and verification if a co-branding gives the opportunities for internal and external development. The analysis of correlation between the outcomes of co-branding and two major categories of co-branding strategy （ingredient branding and symbolic co-branding） are also important. In the paper the results of empirical studies are presented. Recent primary research （2009-2011） was conducted in 50 companies which are present in minimum three countries of Europe and have realized co-branding strategy for three years. Questionnaire surveys were carried out throughout all 120 identified companies. As a result, data from 50 companies were obtained, which amounted to 41.7% of all companies polled. The analysis of findings indicates the different outcomes in case of two major categories of co-branding strategy. The results show the general evaluation of the co-branded projects as well as the possibilities of the internal and external development. The results also emphasize the significance of symbolic character of the co-branding strategy. The recommendations in this study are set forth, of course, with the caveat as to the limitations of the sample. Nonetheless, it is believed that the results of this study will alert companies to the potential outcomes of co-branding taking into account the category of cooperation. This research has resulted in practical contribution. From the substantive stand point, this research has shed light on the outcomes of co-branding. This information can be useful for managers to understand which effects can be expected. From a theoretical and practical standpoint, this research contributes to brand alliances research and has provided a better understanding of outcomes of co-branding and the correlations between the possibilities of internal and external development and chosen category of co-branding strategy. This text may contribute to further research in this area and as a kind of motivator for further discussion on this topic.展开更多
对品牌忠诚及品牌忠诚度的涵义进行了探讨,提出了一种新的品牌忠诚度测度方法——品牌综合忠诚度复数测度及策略导向模型。该模型根据 oliver 对品牌忠诚的定义,把品牌忠诚分为行为忠诚和情感忠诚两个方面,并分别以重复购买率和满意度...对品牌忠诚及品牌忠诚度的涵义进行了探讨,提出了一种新的品牌忠诚度测度方法——品牌综合忠诚度复数测度及策略导向模型。该模型根据 oliver 对品牌忠诚的定义,把品牌忠诚分为行为忠诚和情感忠诚两个方面,并分别以重复购买率和满意度作为其测量指标,借用数学中复平面的概念,建立了品牌综合忠诚度二维复数测度及策略导向模型。利用该模型对品牌忠诚度进行了测度及策略导向分析。给出了实际应用案例。展开更多
文摘The objective of this study is to investigate the outcomes of co-branding strategy in the assessment of the brand managers of analysed companies on European market and verification if a co-branding gives the opportunities for internal and external development. The analysis of correlation between the outcomes of co-branding and two major categories of co-branding strategy （ingredient branding and symbolic co-branding） are also important. In the paper the results of empirical studies are presented. Recent primary research （2009-2011） was conducted in 50 companies which are present in minimum three countries of Europe and have realized co-branding strategy for three years. Questionnaire surveys were carried out throughout all 120 identified companies. As a result, data from 50 companies were obtained, which amounted to 41.7% of all companies polled. The analysis of findings indicates the different outcomes in case of two major categories of co-branding strategy. The results show the general evaluation of the co-branded projects as well as the possibilities of the internal and external development. The results also emphasize the significance of symbolic character of the co-branding strategy. The recommendations in this study are set forth, of course, with the caveat as to the limitations of the sample. Nonetheless, it is believed that the results of this study will alert companies to the potential outcomes of co-branding taking into account the category of cooperation. This research has resulted in practical contribution. From the substantive stand point, this research has shed light on the outcomes of co-branding. This information can be useful for managers to understand which effects can be expected. From a theoretical and practical standpoint, this research contributes to brand alliances research and has provided a better understanding of outcomes of co-branding and the correlations between the possibilities of internal and external development and chosen category of co-branding strategy. This text may contribute to further research in this area and as a kind of motivator for further discussion on this topic.
文摘对品牌忠诚及品牌忠诚度的涵义进行了探讨,提出了一种新的品牌忠诚度测度方法——品牌综合忠诚度复数测度及策略导向模型。该模型根据 oliver 对品牌忠诚的定义,把品牌忠诚分为行为忠诚和情感忠诚两个方面,并分别以重复购买率和满意度作为其测量指标,借用数学中复平面的概念,建立了品牌综合忠诚度二维复数测度及策略导向模型。利用该模型对品牌忠诚度进行了测度及策略导向分析。给出了实际应用案例。
