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Co-branding or alliance of brands (CROSBI ID 529905)

Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija

Vranešević, T. ; Mandić, M. ; Horvat, S Co-branding or alliance of brands // CIRCLE, 4th International Conference For Consumer Behavior and Retailing Research, Hosted by: University of Calabria, Department of Scienze Aziendali, Calabria, Italy and Leeds Metropolitan University, Leslie Silver International Faculty, UK, 2007-zbornik u izradi. 2007

Podaci o odgovornosti

Vranešević, T. ; Mandić, M. ; Horvat, S

engleski

Co-branding or alliance of brands

This article defines the co-branding term and tries to identify the incentives for its usage among which it accents synergy expectations. This paper shows that companies merge so that they could accomplish goals that they could not do themselves. It defines the basic forms of co-branding and selects them by their importance.

Co- branding; Synergy; Segments; Brand image; Brand extension; Premium prices; Image

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Podaci o prilogu

2007.

nije evidentirano

objavljeno

Podaci o matičnoj publikaciji

CIRCLE, 4th International Conference For Consumer Behavior and Retailing Research, Hosted by: University of Calabria, Department of Scienze Aziendali, Calabria, Italy and Leeds Metropolitan University, Leslie Silver International Faculty, UK, 2007-zbornik u izradi

Podaci o skupu

CIRCLE, 4th International Conference For Consumer Behavior and Retailing Research, Hosted by: University of Calabria, Department of Scienze Aziendali, Calabria, Italy and Leeds Metropolitan University, Leslie Silver International Faculty, UK, 2007

predavanje

12.04.2007-12.04.2007

Reggio Calabria, Italija

Povezanost rada

Ekonomija