Co-branding and brand loyalty: higher education institutions perspective

Barbara Mróz-Gorgoń, Roman Kozel, Mateusz Grzesiak

Abstract


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


co-branding, brand, universities, brand loyalty

Full Text:

PDF

References


Blackett, T. i Boad, B. (1999). Co-Branding: The Science of Alliance. New York: St. Mar-tin’s Press,

Blackett, T. i Russell, N. (1999). What is Co-branding. W T. Blackett i B. Boad, Co-branding – the science of alliance, London: MacMillan Press Ltd.

Garbarski L., (1998), Zachowania nabywców, PTE, Warszawa

Grębosz, M. (2012). The perception of co-branding products by customers, W G. Rosa i A. Smalec, Zeszyty Naukowe Nr 710, Problemy zarządzania, finansów i marketingu nr 24, Marketing Przyszłości, Konkurencyjność i wizerunek podmiotów rynkowych, 277-288. Szczecin: Uniwesytet Szczeciński.

Hillyer, C. i Tikoo, S. (1995). Effect of Cobranding on Consumer Product Evaluations, Advances in Consumer Reserarch, 22 (1), 123-127.

Keller, K. L., Aperia, T. i Georgson, M., (2008). Strategic Brand Management. A European Perspective, Harlow: Pearson Education.

Kotler, P. i Armstrong, G. (2009). Marketing. An Introduction. London: Pearson Interna-tional Edition.

Levin, A., Davis, J. C. i Levin, P. (1996). Theoretical and empirical linkages between con-sumer’s responses to different branding strategies, Advances in Consumer Research, Vol. 23/1, 296.

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.

Rao, A. R., Qu, L. i Rueckert, R. (1999). Signaling unobservable product quality through a brand ally, Journal of Marketing Research” 1999, Vol. 36/2, 258–260.

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.

Ueltschy, L. C. i Lacroche M. (2004). Co-branding internationally: everybody wins? Jour-nal of Applied Business Research, Vol. 20/3, 102.

Washburn, J. H., Till, B. D. i Priluck, R. (2000). Co-Branding: Brand Equity and Trial Ef-fects. Journal of Consumer Marketing, Vol. 17 (Winter), 44-53.

Washburn, J. H., Till, B. D. i Priluck, R. (2004). Brand Alliances and Customer-Based Brand EquityEffects. Psychology and Marketing, 21 (7), 487-508.

Wyrzykowska, I. (2003). Zarządzanie marką – psychograficzna segmentacja potrzeb, „Brief” No. 2, 56–57.




DOI: http://dx.doi.org/10.17951/h.2018.52.5.47-56
Date of publication: 2019-05-10 10:46:36
Date of submission: 2018-05-07 13:46:09


Statistics


Total abstract view - 1309
Downloads (from 2020-06-17) - PDF - 0

Indicators



Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Barbara Mróz-Gorgoń, Roman Kozel, Mateusz Grzesiak

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.