Multiple Co-Branding: From the Consumer's Point of View

 
9783838685533: Multiple Co-Branding: From the Consumer's Point of View

Bachelorarbeit, die am 10.01.2005 erfolgreich an einer Universit„t in Schweden im Fachbereich Wirtschaftswissenschaften eingereicht wurde. Abstract: The exchangeability of products has led to the producers' need to differentiate themselves from other offers. Due to the flood of advertising on TV, on the radio, in magazines or on hoardings, people usually do not perceive all these stimuli anymore. A well-known brand can help a company to attract new customers and to keep customers loyal. Since there are already many well-established brands for most product categories, some producers have tried to improve their market position by using co-branding. Puma uses Gore Tex material. Ferrari and Fila have developed a sports shoe together and even Coca Cola, one of the world's most well-known brands, has launched a new co-branded product with the beer producer Diebels called "Dimix". Already in 1998 co-branding was said to have a 40% annual growth rate in the US. This paper focuses on a new trend among co-branding companies: multiple co-branding. Co-branding one's product not only once, but with several well-known brands one after another or simultaneously in independent agreements is a relatively recent marketing strategy. It has to be said that even for co-branding in general there are only very few empirical studies giving evidence of co-branding's effects on the consumer, but so far it seems that multiple co-branding has been ignored completely. We could not find any sources, giving special attention on this new, growing phenomenon. Therefore, we decided to do some research of our own in this field. To analyse if multiple co-branding helps companies to strengthen their brands and to defend their market position against competitors, we will examine how consumers evaluate this strategy. The central questions that we try to answer are the following: Q1: Do consumers perceive multiple co-branding? Q2: How does multiple co-b

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Book Description Grin Verlag. Paperback. Book Condition: New. 92 pages. Dimensions: 10.4in. x 7.4in. x 0.2in.Bachelorarbeit, die am 10. 01. 2005 erfolgreich an einer Universitt in Schweden im Fachbereich Wirtschaftswissenschaften eingereicht wurde. Abstract: The exchangeability of products has led to the producers need to differentiate themselves from other offers. Due to the flood of advertising on TV, on the radio, in magazines or on hoardings, people usually do not perceive all these stimuli anymore. A well-known brand can help a company to attract new customers and to keep customers loyal. Since there are already many well-established brands for most product categories, some producers have tried to improve their market position by using co-branding. Puma uses Gore Tex material. Ferrari and Fila have developed a sports shoe together and even Coca Cola, one of the worlds most well-known brands, has launched a new co-branded product with the beer producer Diebels called Dimix. Already in 1998 co-branding was said to have a 40 annual growth rate in the US. This paper focuses on a new trend among co-branding companies: multiple co-branding. Co-branding ones product not only once, but with several well-known brands one after another or simultaneously in independent agreements is a relatively recent marketing strategy. It has to be said that even for co-branding in general there are only very few empirical studies giving evidence of co-brandings effects on the consumer, but so far it seems that multiple co-branding has been ignored completely. We could not find any sources, giving special attention on this new, growing phenomenon. Therefore, we decided to do some research of our own in this field. To analyse if multiple co-branding helps companies to strengthen their brands and to defend their market position against competitors, we will examine how consumers evaluate this strategy. The central questions that we try to answer are the following: Q1: Do consumers perceive multiple co-branding Q2: How does multiple co-b This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Bookseller Inventory # 9783838685533

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Book Description diplom.de, 2005. Paperback. Book Condition: New. Language: English . Brand New Book ***** Print on Demand *****.Inhaltsangabe: Abstract: The exchangeability of products has led to the producers need to differentiate themselves from other offers. Due to the flood of advertising on TV, on the radio, in magazines or on hoardings, people usually do not perceive all these stimuli anymore. A well-known brand can help a company to attract new customers and to keep customers loyal. Since there are already many well-established brands for most product categories, some producers have tried to improve their market position by using co-branding. Puma uses Gore Tex material. Ferrari and Fila have developed a sports shoe together and even Coca Cola, one of the world s most well-known brands, has launched a new co-branded product with the beer producer Diebels called #132;Dimix. Already in 1998 co-branding was said to have a 40 annual growth rate in the US. This paper focuses on a new trend among co-branding companies: multiple co-branding. Co-branding one s product not only once, but with several well-known brands one after another or simultaneously in independent agreements is a relatively recent marketing strategy. It has to be said that even for co-branding in general there are only very few empirical studies giving evidence of co-branding s effects on the consumer, but so far it seems that multiple co-branding has been ignored completely. We could not find any sources, giving special attention on this new, growing phenomenon. Therefore, we decided to do some research of our own in this field. To analyse if multiple co-branding helps companies to strengthen their brands and to defend their market position against competitors, we will examine how consumers evaluate this strategy. The central questions that we try to answer are the following: Q1: Do consumers perceive multiple co-branding? Q2: How does multiple co-branding influence the consumer s attitude towards the brand that uses this multiple co-branding strategy? A consumer survey via e-mail was conducted in order to gain insi. Bookseller Inventory # APC9783838685533

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