The paper summarizes the main results of two studies, focused on the contribution of co-branding to the success of a brand extension strategy. The first study analyzes how product fit of a co-branded extension may influence the consumers evaluation of a count-erestension. The second study investigates the impact of a particular feature of the hosting brand: the dominance, as intensity of the association between the brand and its original product category.

Cobranding e strategie di estensione: alcune evidenze sperimentali

BERTOLI, Giuseppe;
2011-01-01

Abstract

The paper summarizes the main results of two studies, focused on the contribution of co-branding to the success of a brand extension strategy. The first study analyzes how product fit of a co-branded extension may influence the consumers evaluation of a count-erestension. The second study investigates the impact of a particular feature of the hosting brand: the dominance, as intensity of the association between the brand and its original product category.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11379/49446
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