Co-Branding: The State of the Art

Schmalenbach Business Review, Vol. 60, October 2008

University of Fribourg Marketing Working Paper No. 1

19 Pages Posted: 13 Jun 2007

See all articles by Bernd Helmig

Bernd Helmig

Department of Business Administration, Chair Public & Nonprofit Management

Jan-Alexander Huber

Bain & Company

Peter S.H. Leeflang

University of Groningen - Faculty of Economics and Business

Abstract

The use of co-branded products as a form of brand management has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies published since the mid-1990s. However, there is no description that contrasts co-branding with other branding strategies, nor is there a structured overview of the main findings of co-branding studies. We classify different branding strategies, discuss branding literature, and develop a theoretical model for co-branding based on research findings. In addition to managerial implications, we provide a critical assessment of research, identify research questions, and offer a research agenda for cobranding.

Keywords: Co-branding, Spill-Over Effects, Success Factors of Co-brands

JEL Classification: M30, M31, M37

Suggested Citation

Helmig, Bernd and Huber, Jan-Alexander and Leeflang, Peter S.H., Co-Branding: The State of the Art. ; University of Fribourg Marketing Working Paper No. 1. Available at SSRN: https://ssrn.com/abstract=993470

Bernd Helmig (Contact Author)

Department of Business Administration, Chair Public & Nonprofit Management ( email )

L 5,4
Mannheim, D-68131
Germany
+49 621 181-1727 (Phone)
+49 621 181-1728 (Fax)

HOME PAGE: http://helmig.bwl.uni-mannheim.de

Jan-Alexander Huber

Bain & Company ( email )

Karlsplatz 1
D-80335 Munich, 02118
Germany

Peter S.H. Leeflang

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

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