Co-branding on industrial markets

被引：92
|
作者：
Bengtsson, A
Servais, P
机构：
[1] Univ So Denmark, Dept Mkt, DK-5230 Odense, Denmark
[2] Suffolk Univ, Sawyer Sch Management, Dept Mkt, Boston, MA 02108 USA
来源：
INDUSTRIAL MARKETING MANAGEMENT | 2005年 / 34卷 / 07期
关键词：
branding; co-branding; networks;
D O I：
10.1016/j.indmarman.2005.06.004
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
During the last decade branding has developed to be one of the main focus areas in consumer marketing. In the industrial marketing area there has only been limited attention to this phenomenon. In this paper we focus on how co-branding can be used on industrial markets to increase value. Through an empirical study of professional purchasers' attitudes towards co-branding activities between two companies, we explore the potential of this strategy. (c) 2005 Elsevier Inc. All rights reserved.
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页码：706 / 713
页数：8
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