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El “co-branding” se ha constituido en una herramienta fundamental para los empresarios que aspiran a incrementar el recuerdo y reconocimiento de sus marcas dentro de la mente retentiva del público consumidor. Por consiguiente, el presente artículo tiene como objetivo caracterizar el valor con el que el co-branding ha contribuido a las estrategias de marca e ilustrar cómo su correcta explotación puede llegar a causar beneficios a una actividad comercial. Por último, se estudiará la naturaleza económica y jurídica del contrato de co-branding, las obligaciones usuales entre las partes vinculantes y ciertas diferencias con figuras contractuales con las que presentan singulares analogías.

This research, based on a case study, aims to examine the contributions of the Millennium Estoril Open, a tennis event (ATP 250), to enhance and promote the Cascais destination brand. To such end, an empirical study was conducted in the 2019 edition, using a mixed data collection methodology through the application of questionnaires to spectators, interviews with stakeholders, and direct observation at the event. Results suggest that this event contributes to enhancing the destination brand, despite the identification of some limitations. The contribution of this sport event to the enhancement of the destination's image cannot be dissociated from the portfolio of events promoted by the region and from its consistency and regularity.

This study explores how consumers evaluate co-branding alliances between dissimilar partner firms. Customers are well aware that different firms are behind a co-branded product and observe the partner firms’ characteristics. Drawing on signaling theory, we assert that consumers use organizational characteristics as signals in their assessment of brand fit and for their purchasing decisions. Some organizational signals are beyond the control of the co-branding partners or at least they cannot alter them on short notice. We use a quasi-experimental design and test how co-branding partner dissimilarity affects brand fit perception. The results show that co-branding partner dissimilarity in terms of firm size, industry scope, and country-of-origin image negatively affects brand fit perception. Firm age dissimilarity does not exert significant influence. Because brand fit generally fosters a benevolent consumer attitude towards a co-branding alliance, the findings suggest that high partner dissimilarity may reduce overall co-branding alliance performance.

•Three experiments investigate luxury–charity collaboration at the point of sale.•We show that CM communication enhances preference for luxury brands.•This influence is mediated by guilt reduction.•Dependent variables include purchase intent and actual choice. If luxury retail strategy aims to generate awe rather than community, while charities convey community rather than awe, should luxury and charity partner at the point of sale? This research suggests that an association with charity at the point of sale can increase choice of (Study 1) and purchase intent toward (Study 2) a luxury brand and can facilitate upselling to a luxury (vs. value) store brand (Study 3). Further, it implicates guilt reduction as the underlying process mechanism (Studies 2 and 3). Managerial and retailing implications for cause-related marketing of luxury (vs. value) brands are discussed.

Purpose The purpose of this study is to add insights into the business-to-business (B2B) branding literature by investigating the mechanism by which brand orientation affects relational performance in the B2B context. Design/methodology/approach A theory-based model is developed and tested using data collected from 201 Chinese B2B companies. Partial least squares analysis is used to test the hypotheses. Findings The results suggest that relationship commitment serves as an important means that translates a firm’s brand orientation into superior relational performance. Moreover, this positive effect is more prominent when the supplier is co-branding with its buyer. In addition, state-owned buyers are more inclined to develop affective commitment than calculative commitment when their suppliers are brand-oriented. Research limitations/implications This study examines the research questions from only the buyer side. In addition, the causal interface of the results might be limited due to the cross-sectional nature of the data. Practical implications While brand orientation generally leads to enhanced relational performance, it depends on the buyer’s involvement in co-branding and its ownership structure. Originality/value This study is among the first to uncover the underlying mechanism by which brand orientation adds value to B2B relationships. The findings provide compelling insights for managers who are interested in promoting a brand orientation to improve relational performance within their organizations.

Purpose Partnerships between luxury brands and mass-market retailers, termed masstige collaborations, are the last frontier of promoting brand popularity. The new products launched during these partnerships are offered at premium prices and characterized by limited duration and supply, and hence rapid stock-out. Given the importance of this practice and the predominant focus in the literature on the managerial aspects, this study aims to investigate consumer reactions to masstige collaborations, especially in the case of missed purchases because of stock-out. Design/methodology/approach This paper analyzes how consumers evaluate masstige collaborations in the fashion industry using a mixed-method research design, triangulating data from different sources, analyzing Twitter comments and press articles, and then conducting different experiments to replicate the main findings. Findings Results reveal that missed purchases of masstige collaboration products lead to feelings of frustration (vs regret). In addition, they show that these reactions are stronger in the case of masstige (vs non-masstige) collaborations, especially when consumers experience stock-out. Different themes emerge that trigger regret and/or frustration, suggesting some frustration recovery strategies. Originality/value This work provides a new consumer perspective on the masstige collaboration branding practice, especially after missed purchases. The study offers insights on the critical pitfalls of this practice to help managers leverage this popular form of alliance.

Purpose The motivations behind co-branding alliances, the differences in performance between the paired brands and the emergence of “spillover effects” have been pillars of the marketing research agenda for almost three decades. We observe an extensive number of studies on co-branding alliances, combined with multiple theoretical perspectives and empirical approaches informing extant literature. The purpose of this paper is to summarize of the state of the art of this research. Design/methodology/approach The authors offer a systematic literature review of 190 papers on co-branding alliances. The authors portray a picture of the theories informing co-branding research and build a conceptual framework that summarizes the concepts and variables used in this literature. Finally, 11 interviews with managers and consultants of European firms help to reveal potential problems in practice and needs that are not captured by previous studies. Findings The authors develop a map of theories used to investigate co-branding alliances and build a conceptual framework linking motivations, co-branding alliance implementation and outputs. Finally, the authors propose a structured research agenda. Research limitations/implications The main implication relies on the structured research agenda. Practical implications Practical implications include the identification of the variables and dimensions involved in a brand alliance to exploit the strengths and moderate the weaknesses of a brand. Originality/value This paper highlights how co-branding is embedded in different contexts and dimensions regarding both firms and consumers. The two maps presented in this study underscore the interdependence among such dimensions. The authors interview marketing experts to validate the conceptual framework and to help us extract the managerial implications that stem from it.

The brand-finance interface has been an important area of research in marketing for over three decades. Using the brand-value chain framework as a conceptual foundation, we review the literature that links core brand-related actions to stock market outcomes and accounting-based performance metrics and, more importantly, capture what has been learned collectively. We classify brand actions that have been examined in prior research by their cause (proactive vs. reactive) and scope (strategic vs. tactical) and describe their impacts on various financial performance metrics (e.g., stock returns, Tobin’s q), emphasizing key mediators and moderators influencing the process. We then utilize this framework to identify gaps or ambiguities in prior research findings and suggest research questions to help advance our understanding of the financial value implications of brand-related actions.

The survey includes a study of the potential for sustainable tourist development of Botevgrad Municipality and the opportunities for destination planning and management. The main accents are focused on theoretical formulations as system methods for territorial development of tourist destination, implementation of European indicators and criteria for sustainable tourist development in local level and practical researches which includes proposals for tourist micro-regionalization of Botevgrad Municipality, tourist brand creation, improvement of administrative capacity and infrastructure, sustainable tourism products supply. The proposals are on the basis of the sustainable tourism potential of Botevgrad Municipality. Their aim is to contribute to the transformation an industrial municipality into an attractive tourist destination.

PurposeThe purpose of this study is to examine role stress over the course of an alliance between supply chains. This study examines ambiguity as antecedent to multiple organisational outcomes.Design/methodology/approachThis study subsequently uses a time series design that uses a close replication of the authors’ initial study. The design affords the opportunity to examine the dynamics associated with the evolution of the alliance.FindingsThis study recognises that the relationships developed by collaborating firms are enacted by downstream entrepreneurs in the supply chain, yet this observation is rarely incorporated into interfirm research. The authors illustrate that the alliances have a significant downstream influence on operations at the retail level.Research limitations/implicationsThis longitudinal research has the potential to reduce common method variance and enhance causal inference. The second limitation concerns the simultaneous collection of the predictor and criterion variables. The third limitation is the use of single informants as the primary vehicle for the analysis of the theoretical model when prior research indicates that multiple informants offer enhanced reliability and validity.Practical implicationsThe findings contribute to the management theory of business entrepreneurship and strategic alliances and research on supply chains.Originality/valueThis study underscores the need to examine alliances via time series. Research that attempts to generalise from data collected at a single point in time is unlikely to be able to capture the dynamics associated with the development of a joint venture and offers limited opportunity to make inferences about the causal order of relationships. The model based on longitudinal data reveals that the stage of an alliance influences the level of vertical control and ambiguity and the effect of control on role ambiguity.