The perception of co-branding products by customers
The perception of co-branding products by customers

Summary/Abstract: Co-branding as the strategy of double branding of products when two distinct partners brand names are used on one product, can be good way of exploiting a brand, broadening its exposure and enhancing its message. In the paper the concept of co-branding with its types and objectives as well the perception of co-branding products by customers will be presented. The results of international and own research concerning the customers behaviours will be also analysed.

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