The effects of image transfer strategy achieved through cobranding and brand extension

Marketing (Beograd. 1991)

Mitić Sanja¹  Rakita Branko¹ 

[1] Ekonomski fakultet, Beograd, Serbia;

关键词: image;    brand;    cobranding;    brand extension;   

DOI  :  

来源: DOAJ

【 摘 要 】

This paper investigates the strategic importance of brand extension and cobranding. These two strategies we identify as the most important and the most popular brand image transfer strategies. They are widely adopted strategies for firms entering new markets, so they can take advantage of an existing brand's equity. In this article, we investigate whether cobranding with partner and brand extension has positive effects on customers' responses toward a new product. We also analyzed prerequisites for successful implementation of mentioned brand strategies. .

【 授权许可】

Unknown