À propos de cet article

Citez

Balmer, J.M.T. (2013) Corporate brand orientation: What is it? What of it?. Journal of Brand Management, vol. 20 (9), pp. 723–741.10.1057/bm.2013.15Search in Google Scholar

Bouten, L.M., Snelders, D. and Hultink, E.J. (2011) The Impact of Fit Measures on the Consumer Evaluation of New Co-Branded Products. Journal of Product Innovation Management, vol. 28(4), pp. 455–469.10.1111/j.1540-5885.2011.00819.xSearch in Google Scholar

Brexendorf, T., Bayus, B. and Keller, K. (2015) Understanding the interplay between brand and innovation management: findings and future research directions. Journal of the Academy of Marketing Science, vol. 43 (5), pp. 548–557.10.1007/s11747-015-0445-6Search in Google Scholar

Busacca, B. and Bertoli, G. (2006) Co-branding et valeur des interactions entre marques. Revue Française du Marketing, vol. 207(2/5), pp. 73–86.Search in Google Scholar

Carù, A. and Cova, B. (2015) Co-creating the collective service experience. Journal of Service Management, vol. 26(2), pp. 276–294.10.1108/JOSM-07-2014-0170Search in Google Scholar

Cova, B. and Cova, V. (2002) Tribal marketing: The tribalisation of society and its impact on the conduct of marketing. European Journal of Marketing, vol. 36(5/6), pp. 595–620.10.1108/03090560210423023Open DOISearch in Google Scholar

Firat, A.F. and Venkatesh, A. (1995), Liberatory Modernism and the Reenchantment of Consumption. Journal of Consumer Research, vol. 22(3), pp. 239–267.10.1086/209448Open DOISearch in Google Scholar

Erevelles, S., Stevenson, T.H., Srinivasan, S. and Fukawa, N. (2008) An analysis of B2B ingredient co-branding relationships. Industrial Marketing Management, vol. 37(8), pp. 940–952.10.1016/j.indmarman.2007.07.002Search in Google Scholar

Gassmann, O., Enkel, E. and Chesbrough, H. (2010) The future of open innovation. R&D Management, vol. 40(3), pp. 213–221.10.1111/j.1467-9310.2010.00605.xSearch in Google Scholar

Grębosz, M. (2015) Partner brands selection in co-branding projects, LAP Lambert Academic Publishing: Saarbrucken.Search in Google Scholar

Hillyer, C. and Tikoo, S. (1995) Effects of Co-branding on Consumer Product Evaluations. Advances In Consumer Research, vol. 22, pp. 123–127.Search in Google Scholar

Huang, H.H., Mitchell, V.W. and Rosenaum-Elliott, R. (2012) Are Consumer and Brand Personalities the Same?. Psychology & Marketing, vol. 29(5), pp. 334–335.10.1002/mar.20525Open DOISearch in Google Scholar

Kim, W.C. and Mauborgne, R.A. (2005) Blue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition Irrelevant, Harvard Business Press.Search in Google Scholar

Leuthesser, L., Kohli, C. and Suri, R. (2003) 2+2=5? A framework for using co-branding to leverage a brand. Brand Management, vol. 11(1), pp. 35–47.10.1057/palgrave.bm.2540146Search in Google Scholar

Linder, Ch. (2015) The effects of value chain expanded brand communication on innovation acceptance. Journal of Strategic Marketing, vol. 23(3), June, pp. 254–272.10.1080/0965254X.2014.926964Search in Google Scholar

Morgan, R.M. and Hunt, S.D. (1994) The commitment-trust theory of relationship marketing. Journal of Marketing, vol. 58, pp. 20–38.10.1177/002224299405800302Search in Google Scholar

Norris, G.D. (1992) Ingredient Branding: A Strategy Option with Multiple Beneficiaries. Journal of Consumer Marketing, vol. 9(3), pp. 19–31.10.1108/07363769210035206Open DOISearch in Google Scholar

Norris, G.D. (1993) Intel Inside: Branding a Component in a Business Market. Journal of Business and Industrial Marketing, vol. 8(1), pp. 14–24.10.1108/08858629310027560Search in Google Scholar

O’Cass, A. and Ngo, L.V. (2007) Market orientation versus innovative culture: two routes to superior brand performance. European Journal of Marketing, vol. 41 (7/8), pp. 868–887.10.1108/03090560710752438Open DOISearch in Google Scholar

Rao, A.R. and Ruekert, R.W. (1994) Brand Alliances as Signals of Product Quality. Sloan Management Review, vol. 36(Fall), pp. 87–97.Search in Google Scholar

eISSN:
2080-0150
Langue:
Anglais
Périodicité:
4 fois par an
Sujets de la revue:
Business and Economics, Business Management, Management, Organization, Corporate Governance, other