The use of co-branded products as a form of brand
management recently has gained increasing attention from
managers and scientists, as evidenced by the
practitioner-oriented articles and empirical studies
published since the mid-1990s. However, a delineation of
co-branding versus other branding strategies and a
structured overview of the main findings of co-branding
studies does not exist. This article classifies
different branding strategies, discusses existing
literature, and develops a theoretical model for
co-branding based on research findings. In addition to
managerial implications, the article provides a critical
assessment of existing research, identifies remaining
research questions, and offers a research agenda for
co-branding. 2007. Site with abstract - pdf-file
available for download
