• Corpus ID: 49430028

Challenging coopetitive branding alliances : a study on how coopetitive branding affects consumers’ brand image

  title={Challenging coopetitive branding alliances : a study on how coopetitive branding affects consumers’ brand image},
  author={Oskar Gudmundsson and Joel Leteus},
The increased competitive intensity in several global markets has encouraged firms which traditionally compete, to also collaborate with each other, that is coopetitive branding alliances. Coopetit ... 

Figures from this paper



Co-branding: The State of the Art

The use of co-branded products as a form of brand management has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies

Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit

The conceptual coherence in brand personality profiles predicts attitudes towards a brand alliance and it is found that similarity in Sophistication and Ruggedness and moderate dissimilarity in Sincerity and Competence result in more favorable brand alliance evaluations.

Cross-Functional 'Coopetition': The Simultaneous Role of Cooperation and Competition within Firms

Extant marketing literature tends to view cross-functional relationships as primarily cooperative or competitive in nature, but not both. In contrast, this research focuses on cross-functional

The Impact of Brand Image on Consumer Behavior: A Literature Review

The concept “brand image” has drawn significant attention from academics and practitioners since it was put forward, because it played an important role in marketing activities. Although brand image

International coopetition for innovation: Are the benefits worth the challenges?

International coopetition has rarely been studied in relation to innovation. Further exploration of effects of international coopetition, i.e. the pursuit of simultaneous cooperation and competition,

The Impact of Cobranding on Customer Evaluation of Brand Counterextensions

A brand that successfully extends from its parent category into a new extension category often faces a counter-extension by a brand from the extension category back into its own parent category.

Competing through relationships: Grounding relationship marketing in resource‐advantage theory

A common element of all views of relationship marketing is the “co‐operate‐to‐compete” thesis. That is, to be an effective competitor often requires one to be an effective co‐operator. One