Collaborating for success: managerial perspectives on co-branding strategies in the fashion industry

Oeppen, Jemma and Jamal, Ahmad ORCID: https://orcid.org/0000-0002-6230-4910 2014. Collaborating for success: managerial perspectives on co-branding strategies in the fashion industry. Journal of Marketing Management 30 (9-10) , pp. 925-948. 10.1080/0267257X.2014.934905

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Abstract

This article investigates the nature of co-branded relationships within the fashion industry. Existing co-branding literature focuses heavily on consumer evaluations, and many studies explore FMCG and electronics markets, within which ingredient co-branding is common. When two brands from the fashion industry collaborate, both brands exist independently and do not rely on ‘ingredients’ for developing a new product and, therefore, presenting an opportunity for exploring the drivers and types of relationships that could exist. This study adopts an interpretive method of investigation using in-depth interviews with brand managers. Findings provide empirical support for value creation through different relationship levels (such as brand/awareness co-branding, values endorsement and complementary competence co-branding) while highlighting some challenges and risks for co-branding in practice. This article discusses implications for theory development and practice and highlights avenues for future research.

Item Type:	Article
Date Type:	Published Online
Status:	Published
Schools:	Schools > Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General)
Additional Information:	Published in a Special issue - Academy of Marketing Annual Conference 2013 - Marketing Relevance
Publisher:	Taylor & Francis
ISSN:	0267-257x
Funders:	ESRC
Date of Acceptance:	17 April 2014
Last Modified:	27 Oct 2022 08:25
URI:	https://orca.cardiff.ac.uk/id/eprint/62235

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