Sökning: "co-branding strategy"

Visar resultat 1 - 5 av 22 uppsatser innehållade orden co-branding strategy.

1. 1. Collaborative Couture: Decoding Relative Pricing Strategies and its Impact on Brand Equity

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lucas Holmqvist Adolfsson; Gustaf Johnsson Wallin; Erik Bergtoft; [2023]
   Nyckelord :Co-Branding; Brand Equity; Brand Awareness; Brand Loyalty; Brand Associations; Perceived Quality; Relative Pricing; Luxury Fashion; Case Study; H M; Balmain; Adidas; Gucci; Fendi; Versace; Business and Economics;

   Sammanfattning : Purpose: This paper aims to analyze the relative pricing of co-branding collaborations in the fashion industry to gain a deeper understanding of the effects on their respective brand equity. Design/method: This paper adopts a qualitative approach involving case studies on several co-branding collaborations in the fashion industry (H&M x Balmain, Adidas x Gucci, Fendi x Versace). LÄS MER

3. 2. Co-branding som strategi för småföretag och i relationen till deras kunder : En kvalitativ studie om varumärkessamarbeten

   Kandidat-uppsats, Södertörns högskola/Företagsekonomi

   Författare :Gabriela Valenzuela Rivera; Nour El Khadam; [2023]
   Nyckelord :co-branding; small businesses; qualitative study; brand equity; consumer behavior; brand building; brand associations; relationship marketing;

   Sammanfattning : The aim of this study is to understand how co-branding can be strategically implemented and its relevance in small business customer relationships. The study serves as a guide for small businesses striving to strengthen their brand and improve their customer relationships through strategic utilization of co-branding. LÄS MER

4. 3. Industry Maturity’s Influence on the Viability of Innovation- and Imitation-oriented Strategies - Assessing how elements of industry life cycles influence the viability of innovation and imitation-oriented strategies and its impact on industry development pace - A Qualitative Cross-sectional Study on the Cultured Meat Industry

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Ali Kouaiber; Joakim Langhelle; [2022-08-18]
   Nyckelord :Innovation strategies; Innovation-oriented; imitation-oriented; first-mover advantages; first-mover disadvantages; industry life cycles; industry transformation; path dependence; cultured meat industry;

   Sammanfattning : There is extensive literature on the topic of first-mover advantages, not only with regards to whether such advantages exist or not, but also with regards to their sources. However, there is a scarce amount of research devoted to understanding how such advantages are affected by the maturity of the industry, specifically in emerging industries. LÄS MER

5. 4. Research on Chinese Millennial Consumers’ Perception of Co-branded Fashion Collections

   Kandidat-uppsats, Jönköping University/IHH, Företagsekonomi

   Författare :Huashuai Yang; Yusi Zhang; Zijie Zhou; [2020]
   Nyckelord :Co-branding; Fashion Industry; Chinese Millennial Consumers;

   Sammanfattning : Background: In fashion market, with the emergence of new brands and changing customer preference in style, competition is fierce nowadays. Brand is an intangible asset that fashion brands build and leverage to secure market position and customer loyalty, which leads to a competitive advantage. LÄS MER

7. 5. 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

   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