PL EN


2018 | 52 | 5 |
Article title

Co-branding and brand loyalty: higher education institutions perspective

Content
Title variants
Languages of publication
EN
Abstracts
EN
There are various strategies for creating brands. One of the branding strategies, i.e. the strategy of creating a brand in the minds of consumers, is the brand alliance, or co-branding. Co-branding is a kind of marketing agreement established to combine several brands. The aim of the article is to present the issue of co-branding and to determine the relationship between loyalty to the brand and the strategy of co-branding on the example of universities. The article is based on the analysis of the subject literature and presents the results of the authors’ original study.
PL
There are various strategies for creating brands. One of the branding strategies, i.e. the strategy of creating a brand in the minds of consumers, is the brand alliance, or co-branding. Co-branding is a kind of marketing agreement established to combine several brands. The aim of the article is to present the issue of co-branding and to determine the relationship between loyalty to the brand and the strategy of co-branding on the example of universities. The article is based on the analysis of the subject literature and presents the results of the authors’ original study.
Year
Volume
52
Issue
5
Physical description
Dates
published
2018
online
2019-05-10
Contributors
References
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  • Motion, J., Leitch, S. i Brodie, R. J. (2003). Equity in corporate co-branding: The case of Adidas and All-Blacks, European Journal of Marketing, 1080-1094.
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  • Shuliang, L. i Jim Zheng, L. (2014). Web and social media dynamics, and evolutionary and adaptive branding: theories and a hybrid intelligent model. Proceedings of the 13th In-ternational Conference on Artificial Intelligence, Knowledge Engineering and Data Bases (AIKED ’14): Advances in Neural Networks, Fuzzy Systems and Artificial Intelli-gence, 107. Gdańsk: Recent Advances in Computer Engineering Series: 21.WSEAS.
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  • Washburn, J. H., Till, B. D. i Priluck, R. (2004). Brand Alliances and Customer-Based Brand EquityEffects. Psychology and Marketing, 21 (7), 487-508.
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Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.ojs-doi-10_17951_h_2018_52_5_47-56
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