| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 10496358 | Industrial Marketing Management | 2005 | 8 Pages |
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.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Anders Bengtsson, Per Servais,