Co-branding uczelni a lojalność wobec marki

Barbara Mróz-Gorgoń , Jędrzej Wasiak-Poniatowski

Abstract

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
Author Barbara Mróz-Gorgoń (ES / IM / DPM)
Barbara Mróz-Gorgoń,,
- Department of Principles of Marketing
, Jędrzej Wasiak-Poniatowski (ES / IM / DPM)
Jędrzej Wasiak-Poniatowski,,
- Department of Principles of Marketing
Other language title versionsCo-branding of universities and brand loyalty
Journal seriesStudia Ekonomiczne. Zeszyty Naukowe Uniwersytetu Ekonomicznego w Katowicach, ISSN 2083-8611, (B 10 pkt)
Issue year2017
No330
Pages150-161
Publication size in sheets0.55
Keywords in Polishco-branding, marka, uczelnie, lojalność wobec marki
Keywords in Englishco-branding, brand, universities, brand loyalty
Abstract in PolishIstnieją 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
URL https://www.sbc.org.pl/publication/316707
Languagepl polski
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Score (nominal)10
ScoreMinisterial score = 10.0, 02-07-2019, ArticleFromJournal
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