Article ID Journal Published Year Pages File Type
10496358 Industrial Marketing Management 2005 8 Pages PDF
Abstract
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.
Related Topics
Social Sciences and Humanities Business, Management and Accounting Marketing
Authors
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