Co-branding and brand loyalty: higher education institutions perspective

• Authors: Barbara Mróz-Gorgoń , Roman Kozel , Mateusz Grzesiak
• 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.

Keywords

EN

co-branding, brand, universities, brand loyalty

PL

co-branding, brand, universities, brand loyalty

• Publisher: Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
• Journal: Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
• Year: 2018
• Volume: 52
• Issue: 5

Dates

published

2018

online

2019-05-10

Contributors

author

Barbara Mróz-Gorgoń

author

Roman Kozel

author

Mateusz Grzesiak

References

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Identifiers

DOI

10.17951/h.2018.52.5.47-56