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Co-branding is a widely known phenomenon, studied in research literature and substantially applied in business practice. However, exploration of this branding strategy in business-to-business is still unsystematic and fragmentary. Current paper is focused on potential drivers of co-branding's impact on business-to-business relationships and the situations, when co-branding strategies can create beneficial conditions for relationship development. To test the assumptions and to understand and explain the circumstances under which co-branding would be crucial, empirical paper is conducted on example of Russian bakery industry.
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