Co-branding uczelni a lojalność wobec marki

• Authors: Mróz-Gorgoń Barbara , Wasiak-Poniatowski Jędrzej

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.

Keywords

PL

Co-branding; Lojalność wobec marki; Marka; Uczelnie

EN

Brand; Brand loyalty; Co-branding; Universities

• Publisher: Uniwersytet Ekonomiczny w Katowicach
• Journal: Studia Ekonomiczne
• Year: 2017
• Volume: 330
• Pages: 150-161

Contributors

author

Mróz-Gorgoń Barbara

• Uniwersytet Ekonomiczny we Wrocławiu. Wydział Nauk Ekonomicznych. Katedra Podstaw Marketingu

author

Wasiak-Poniatowski Jędrzej

• Uniwersytet Ekonomiczny we Wrocławiu. Wydział Nauk Ekonomicznych. Katedra Podstaw Marketingu

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Identifiers

ISSN

2083-8611