Sökning: "Tongda Lu"

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  1. 1. An empirical study of the co-branding partner selection strategy : A perception from the negative perspective combing with consumer psychology

    Kandidat-uppsats, Jönköping University/IHH, Företagsekonomi; Jönköping University/IHH, Företagsekonomi; Jönköping University/IHH, Företagsekonomi

    Författare :Tongda Lu; Jiawen Ji; Jingming Zhang; [2020]
    Nyckelord :Co-branding; cross-branding; brand identity; consumer psychology.;

    Sammanfattning : In recent years, the fashion industry has set off a trend of co-branding, and co-branding has become a unique marketing strategy for major brands to obtain benefits. However, there are potential risks when brands are selecting joint partners. LÄS MER