The effectiveness of co-branding: the case of adolescent consumers
(2006) 6ème Colloque Doctoral de l’Association Française du Marketing — Location: Nantes, France
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- Authors
- Abstract
- (en) Ten years ago, in the context of globalization, fierce competition among brands new branding strategies, such as brand alliances, appeared. Philips and Nike, Atoma and MSN, Bacardi and Coca-Cola, Carambar and Orangina are specific examples of brands that have chosen to resort to different forms of brand alliances. Adolescents, who are no longer children, while not yet adults, have been considered, for about fifteen years, as a fully-fledged and substantial market. The goal of this research project is to study the effectiveness of co-branding for 12-to-18-year-old adolescents. The effectiveness of co-branding can be expressed through several research questions: "Does the adolescent perceive the alliance between the two brands?", "How does she/he process information?", "What is her/his attitude towards the alliance?", "What is the impact of the alliance on both partner brands?".
- Affiliations
Louvain School of Management Marketing
Citations
Leheut, E. (2006). The effectiveness of co-branding: the case of adolescent consumers. 6ème Colloque Doctoral de l’Association Française du Marketing, Nantes, France. https://hdl.handle.net/2078.5/128908