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Brand Equity Implications of Joint Branding Programs
Contents
Members
Purpose
Introduction
Methodology
Results
Discussion
Summary of key findings
Implications
Purpose
To explore how joint branding affects consumer perceptions
Purpose
Introduction
Methodology
Results
Discussion
Summary of key
findings
Implication
Introduction
When joint branding occurs
- Two brands enter an agreement to market some product or service in tandem.
Why brands enter into alliances with other brands
- An opportunity for one brand to build equity by leveraging characteristics or attributes of other, partner brand.
Purpose
Introduction
Methodology
Results
Discussion
Summary of key
findings
Implication
Introduction
Three main research questions
What effects do brand allia…(생략)
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lts
Discussion
Summary of key
findings
Implication
Methodology
Stimuli
Target brands
Partner brands
AT&T
Hallmark
Citibank
Microsoft
Colgate
Coca-Cola
Miller
Home Depot
Ford
Tommy Hilfiger
Sears
Dr Pepper
Sony
Wal-Mart
Levi’s
Coach
Dannon
Yahoo
Yahoo
Disney
Concept
Promotions - sweepstakes
Promotions - trial incentive
Promotions - loyalty incentive
Sponsorship - music
Sponsorship - sports
Sponsorship cause
Licensed product
New-product extensions : target
New-product extensions : partner
Website featured link
Purpose
Introduction
Methodology
Results
Discussion
Summary of key
findings
Implication
Design
Each respondents was given five joint branding maketing program concept.
Different respondents evaluated different combinations of the 10 basic target brand-partner brand combinations.
Each target band was paired with each partner brand, then evaluated with 10partnership concept, yielding a total of 990
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