PL EN


2017 | 330 | 150-161
Article title

Co-branding uczelni a lojalność wobec marki

Content
Title variants
EN
Co-branding of universities and brand loyalty
Languages of publication
PL
Abstracts
PL
Istnieją różne strategie tworzenia marek. Jedną ze strategii brandingowych, czyli strategii kreowania marki w umyśle konsumentów jest sojusz marek, czyli co-branding. Co-branding stanowi swoistą umowę marketingową, zawieraną w celu łączenia kilku marek. Celem artykułu jest przybliżenie zagadnienia co-brandingu oraz określenie zależności pomiędzy lojalnością wobec marki a strategią co-brandingu na przykładzie szkół wyższych. Artykuł został oparty o analizę literatury przedmiotu oraz przedstawia wyniki badania własnego o charakterze pierwotnym.
EN
Co-branding is an increasingly popular technique for transferring the positive associations of one company’s product or brand to another. Co-branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name. Co-branding is part of marketing strategy and influence the brand values and organizational culture of the organization. Co-existing of two different brands as co-partners (co-brands) influences the marketing communication of the brand and image of this brands. Co-branding offers corporate brands access to the brand strategy of the co-brand partner, the alignment of brand values, the marketing communication association and brand reach and network of relationships. In this paper corporate co-branding is analysed within the context of universities brands. This research aims to provide clues for future research in co-branding issue.
Year
Volume
330
Pages
150-161
Physical description
Contributors
  • Uniwersytet Ekonomiczny we Wrocławiu. Wydział Nauk Ekonomicznych. Katedra Podstaw Marketingu
  • Uniwersytet Ekonomiczny we Wrocławiu. Wydział Nauk Ekonomicznych. Katedra Podstaw Marketingu
References
  • Blackett T., Boad B. (1999), Co-Branding: The Science of Alliance, St. Martin’s Press, New York.
  • Chang W.-L. (2009), Roadmap of Co-branding Positions and Strategies, “The Journal of American Academy of Business”, Vol. 15, No. 1, s. 77-84.
  • de Chernatony L. (1998), Developing an effective brand strategy [w:] C. Egan, M. Thomas (eds.), The CIM Handbook of Strategic Marketing, Butterworth Heinemann, Oxford, s. 315-326.
  • Garbarski L. (1998), Zachowania nabywców, PTE, Warszawa.
  • Ghodeswar B. (2008), Building Brand Identity in Competitive Markets: A Conceptual Model, “Journal of Product & Brand Management”, Vol. 17, No. 1, s. 4-12.
  • Grębosz M. (2012), The Perception of Co-Branding Products by Customers, „Zeszyty Naukowe Uniwersytetu Szczecińskiego”, nr 710, Problemy zarządzania, finansów i marketingu, nr 24, Marketing Przyszłości, Konkurencyjność i wizerunek podmiotów rynkowych, s. 277-288.
  • Hillyer C., Tikoo S. (1995), Effect of Cobranding on Consumer Product Evaluations, “Advances in Consumer Reserarch”, No. 22(1), s. 123-127.
  • Keller K.L., Apéria T., Georgson M. (2008), Strategic Brand Management. A European Perspective, Pearson Education, Harlow.
  • Kotler P., Armstrong G. (2009), Marketing. An Introduction, Pearson International Edition, London.
  • Levin A., Davis J.C., Levin P. (1996), Theoretical and Empirical Linkages Between Consumer’s Responses to Different Branding Strategies, “Advances in Consumer Research”, Vol. 23/1, s. 296-300.
  • Motion J., Leitch S., Brodie R.J. (2003), Equity in Corporate Co-Branding: The Case of Adidas and All-Blacks, “European Journal of Marketing”, Vol. 37, No. 7/8, s. 1080-1094.
  • Rao A.R., Qu L., Rueckert R. (1999), Signaling Unobservable Product Quality Through a Brand Ally, “Journal of Marketing Research”, Vol. 36/2, s. 258-268.
  • Simonin B.L., Ruth J.A. (1998), Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes,” Journal of Marketing Research”, Vol. 35, No. 1, s. 30-42.
  • Shuliang L., Jim Zheng L. (2014), Web and Social Media Dynamics, and Evolutionary and Adaptive Branding: Theories and a Hybrid Intelligent Model, Proceedings of the 13th International Conference on Artificial Intelligence, Knowledge Engineering and Data Bases (AIKED ’14): Advances in Neural Networks, Fuzzy Systems and Artificial Intelligence, Recent Advances in Computer Engineering, 15 May 2014, Gdańsk.
  • Ueltschy L.C., Lacroche M. (2004), Co-Branding Internationally: Everybody Wins? “Journal of Applied Business Research”, Vol. 20/3, s. 91-102.
  • Washburn J.H., Till B.D., Priluck R. (2000), Co-Branding: Brand Equity and Trial Effects, “Journal of Consumer Marketing”, Vol. 17 (Winter), s. 44-53.
  • Washburn J.H., Till B.D., Priluck R. (2004), Brand Alliances and Customer-Based Brand EquityEffects, “Psychology and Marketing”, No. 21(7), s. 487-508.
  • Woisetschlaeger D., Michaelis M., Backhaus C. (2008), The “Dark Side” of Brand Alliances: How the Exit of Alliance Members Affects Consumer Perceptions, “Advances in Consumer Research”, Vol. 35, s. 483-489.
  • Wyrzykowska I. (2003), Zarządzanie marką – psychograficzna segmentacja potrzeb, „Brief”, No. 2, s. 56-57.
Document Type
Publication order reference
Identifiers
ISSN
2083-8611
YADDA identifier
bwmeta1.element.cejsh-76241046-2eb9-4d35-aa94-a6c202d9b7af
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.