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Copyright of Universidad & Empresa is the property of Colegio Mayor de Nuestra Senora del Rosario and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Mondes en Developpement is the property of De Boeck Universite and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Hosting tournaments and other hockey-related activities have been hailed as important drivers of tourist dollars for many regions across Canada. The competition to attract teams to participate in tournaments, which benefit the tournament organizers and the communities in which they reside, is considerable. Consequently, the purpose of the study was to identify the characteristics of a preferred tournament experience from the perspective of representative (rep) hockey parents from Ontario's Greater Golden Horseshoe Region. Specifically, these characteristics were considered through a brand management lens by focusing on brand associations related to tournament offerings. To investigate the current study, 30 interviews were conducted using a laddering interview technique. Findings indicate that there are four attributes that influence a tournament brand including: competition, tournament operations, accommodations and travel requirements. Further, six benefits derived from these attributes emerged: bonding, fun, parity, value, life skills and time management. [ABSTRACT FROM AUTHOR]

Drawing on signaling theory and branding framework, the aim of this research was to describe the impacts of the interaction between, on the one hand, the brand images of the Olympic Games and Brazil (as a tourism destination), and on the other, attitudes toward attending the 2016 Rio Olympic Games and visiting the country after the event. A sample of American adults ( n = 722), most (82.2%) with at least one international travel experience, was analyzed. Results showed that the interaction between the hospitality associated with the Olympic Games hospitality and that of Brazil positively affected attitudes toward visiting the country after the Games. None of the tested interactions affected attitudes toward attending the 2016 Olympic Games. In the second part of the study, five focus groups with sport management graduate students ( n = 23) indicated that the association with the Olympic brand might bring fewer gains to Brazilian tourism than the expected. [ABSTRACT FROM AUTHOR]

Copyright of Sociology & Space / Sociologija i Prostor is the property of Institut za drustvena istrazivanja u Zagrebu (Institute for Social Research of Zagreb) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Annals for Istrian & Mediterranean Studies / Annales: Series Historia et Sociologia is the property of Historical Society of Southern Primorska of Koper and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Co-branding has become an increasingly popular strategy over recent decades. Studies have found that the pre-existing attitudes to the parent brands, fit between their product categories and perceived fit in the brands themselves as important drivers of a co-brand success. Despite its importance, most studies have treated brand fit as a simple measure of complementarily and consistency. Recently, a few papers have challenged this view, suggesting that a broader range of brand attributes (such as personality, functional and hedonic characteristics, cultural meaning) should also be considered when investigating brand alliances. The current study draws on these findings, exploring the fit between partners' brand images and how they influence perceptions of a brand alliance. We treat brand image as a multi-dimensional construct, consisting of economic, symbolic, sensory, futuristic and utilitarian elements. Using an experimental design with nine hypothetical brand pairings with 221 respondents, we find brand image fit provides greater explanatory power over a traditional unidimensional measure of brand fit, with economic, futuristic and utilitarian dimensions having a significant influence on co-brand perceptions. [ABSTRACT FROM AUTHOR]

Companies from the textile sector seek new methods of market expansion and increasing brand value. These methods include brand extension, brand licensing, acquisition of patent rights and co-branding, that is the strategy of double branding products when two distinct partner brand names are used on one product. Different studies show that the influence of co-branding on the behaviour of the consumer and their perception of products is high. For the authors, it was important to demonstrate the impact of co-branding on customer preferences concerning textile products for the example chosen. The aim of the research was to identify behaviours of consumers from the Lodz Voivodeship (Poland) when a co-branding strategy is used. As was proved in the study, the consumers give priority to a co-branded textile product in relation to a classic textile product. However, at the same time, those consumers do not give priority to a more expensive co-branded textile product in relation to the classic textile product. As was also proved in the study, the preferences of different groups of customers are not the same and the demographic, socio-professional and geographical characteristics of customers influence their behaviour towards the example of a co-branded textile product. [ABSTRACT FROM AUTHOR]

The formation of identity is inextricably linked to powerful meaning-makers in a child's young life. In the 21st century, this typically involves engagement in virtual play worlds. This case study reports on the identity construction of young gamers in a classroom as perceived through an I/identity framework (Rowsell & Abrams, 2011), associative I/identity framework (Abrams, 2011) and informed by New Literacies through a socio-cultural lens. Children engage in Discourses (Gee, 2007; 2008; 2009) to experiment with early rehearsals and re-enactments, navigating fluidly among different roles and virtual world experiences. This study shows how children form affinity groups and social connections with other players in their real world play spaces and online, thus creating a meaningful interplay of their real world and virtual I/identities in a variety of ways. [ABSTRACT FROM AUTHOR]

The concept of brand fit indicates that consumers' perceived fit between different brands is likely to affect purchase intention. Empirical results of the theoretical model indicate that when there is weak fit between brands that are not competing brands but brands that are cobranded under a partnership/licensing agreement, consumers will less likely to purchase products under that brand. One hundred seventy six team merchandise purchasers participated in the survey, and the data were analysed with confirmatory factor analysis and structural equation modelling techniques. The finding that the three first-order constructs (i.e., brand image fit, brand quality fit, and brand functionality fit) well represented the second order construct, perceived brand fit, is noteworthy to explain specific examples of brand attributes in the context of cobranding. Sport marketers may benefit from understanding the purchase intention of ATM that is influenced by perceived brand fit and attitude toward cobranding. In addition, better comprehension of the co-branding relationship may help teams identify a manufacturing cobrand. [ABSTRACT FROM AUTHOR]

This article analyzes a co-branding venture between a Swedish railroad company and a coffee company that resulted in a disposable coffee cup. The aim is to relate it to environmental marketing, contextualize it as a cultural object, and trace its media history. Landscape representation in railroad marketing, coffee marketing, and conservation photography is discussed. What does the cup show and what does it exclude from view? The theoretical approach is actor-network theory. [ABSTRACT FROM AUTHOR]

Abstract: This paper considers destinations and hotels operating within a gaming destination as co-branded experiential choice products. Specifically, it examines the overall and individual effects of visitors’ perceived brand equity of a gaming destination and their perceived brand equity of various hotels, including ‘flagship’ or branded hotels, in terms of influencing their reaction to a hypothetical brand loyalty scenario in which their intended and preferred hotel was unable to provide accommodation thus forcing them to either: (1) choose an alternate hotel in the destination and continue with the visit, (2) cancel the trip and choose another destination to visit, or (3) insist on staying at the preferred hotel but postpone the trip at another period. The study''s expectation is that visitors’ response to such a hypothetical scenario is moderated by the relative influence of their perceived brand equity for the destination and for hotels. The emergent gaming destination of Macao is used as a case study for this purpose. The study''s findings indicate that visitors’ overall destination brand equity perceptions—rather than hotel brand equity perceptions—is robustly significant when it comes to influencing visitors’ response to the brand loyalty scenario. Results of the study indicate several relevant implications for destination management organizations (DMOs) seeking to enhance their destination-branding efforts and for hotel operators, especially internationally branded hotel chains. [Copyright &y& Elsevier]

Abstract: Although co-branding is postulated to be beneficial for hospitality brands, empirical test of either transfer effect or spillover effect of co-branding on consumer-based brand equity (CBBE) of hospitality brands is yet to receive attention from researchers. A quasi-experiment design was applied to test the transfer effect of co-branding on the CBBE of the composite brand, controlling for the familiarity, compatibility (fitness) and complementary of the partner brands. A within-subject (repeated measures) design with four steps measuring the CBBE of internationally known and compatible hotel and restaurant brands and their co-brand, as well as respondents’ own most familiar hotel and restaurant brand and their co-brand was applied in four steps to a class of 46 students enrolled for a tourism and hospitality class at a Tourism and Hotel Management School based in Asia. The t-test of differences revealed that the co-brand of the internationally known and compatible hotel and restaurant brands lead to synergy with both brands being winners and none losers, while the co-brand of respondents’ own most familiar brands lead to losses mostly, despite their high ratings individually. Implications and future research suggestions are provided. [Copyright &y& Elsevier]

The article discusses the concept of co-branding as a strategic diversification in rental apartment complexes. It refers to studies looking at surveys taken from females with ages 23-45 who are single, living alone, with friends, and/or cohabited with partners. Highlighted is the concept of About the House TV (ATHTV) Living wherein emphasized is a combination of fine apartment interiors and exterior environments. Moreover, the so-called concept has achieved a Somewhat Important rating, referring to the strength of the concept tied with the elements concerned with the environment.

The article presents a study that investigates the co-branding of apartment complexes in the U.S. it mentions the co-branding as a tactical diversification in apartment rental spaces. It also discussed the research parameters, objectives of the study, data collection and analysis of statistics. Researchers surveyed the population 23 to 45 years old where they assessed those who lived alone, with friends or already married individuals. Moreover, results of the survey and the preferences of males are also mentioned..

The article discusses the study conducted by the National Association of Realtors (NAR) which investigates the strategic differentiation of rental apartments via co-branding in the U.S. The study focuses in the rental decision maker promotional support efforts against the gender who are believed to be dominant decision makers like females which include young singles and newly married couples. Also mentioned is the company's emphasis on the alteration and expansion of the inventory of higher-end rental apartment properties.

Despite the well-accepted synergy between shopping and tourism, co-branding between hotels and retail brands has not been realized by either academia or practitioners. Considering the international recognition of retail brands, hotel and retail co-branding may be a sustainable competitive advantage, especially in shopping destinations such as Hong Kong. Using a one-shot cross-sectional design, this study investigated potential consumer reactions and preferences about likely hotel and retail co-branding in Hong Kong and mainland China. Findings indicated several opportunities as well as threats for hotels and retail brands as well as the need to understand specific markets, especially mainland Chinese before venturing into hotel and retail co-branding. Practical implications and future research suggestions are provided. [Copyright &y& Elsevier]

Copyright of Comunicação Pública is the property of Escola Superior de Comunicacao Social and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This paper provides a normative guideline regarding the successful formation of co-branding alliances for both academic researchers and practitioners. We use the expectancy-value model to quantify the mechanism of belief revision in co-branding. Starting from this, an existing mathematical model is adapted in order to investigate (1) the influence of belief revisions on the necessary condition of a successful co-branding alliance (i.e., a sufficient amount of required expansion for the partnering brands) and (2) the existence of an ideal situation that ensures the success. The resulting propositions show that belief revisions can affect a brand's intention with respect to a co-branding partnership. A simulation study demonstrates that an ideal situation exists when the partnering brands are similar in the magnitude of customers' belief revision, brand reputation, and customer loyalty. The present paper advances existing knowledge by relating the success of co-branding partnerships to consumer evaluations. Managerial implications and future research directions are also discussed. [ABSTRACT FROM AUTHOR]

This paper presents current theoretical and empirical findings on consumers' preference change in cobranding. We develop a conceptual model to illustrate attitudinal changes in co-branding based on the findings of previous research. We argue that attitude change is influenced by three important effects, namely the extension effect, the mutual effect and the reciprocal effect. It is shown how the interactions of these effects can be used to systematically explain the rationale behind preference change in co-branding. Our study also takes an initial step toward the understanding of the connection between product/brand evaluation and the success of alliance formation. Finally, we provide suggestions for marketing managers and motivate the need for further research in the field of strategic marketing. [ABSTRACT FROM AUTHOR]

Abstract: Co-branding is increasingly becoming a popular strategy in the hospitality industry. In general, co-branding can be defined as several brands collaborating in technology development, marketing, or production while keeping their independence as separate business entities (Stewart, 1995. Marketing News 29(4), 5). This study is designed to examine the effects of co-branding cards on post-purchase behaviors such as customer loyalty and purchase patterns in family restaurants in Korea. This study further investigates how these effects are different by types of family restaurants (i.e., full-service versus buffet). The result indicates that co-branding cards can be an effective marketing tool that helps family restaurants to build both behavioral and attitudinal customer loyalty. It is also found that although co-branding cards may be a successful strategy to encourage more frequent visits, the strategy may not always lead to a higher profit margin per customer. [Copyright &y& Elsevier]

The imputed links between media coverage of sport events and induced demand for host cities and destinations are discussed. Because it is so difficult to prove a causal link between media coverage and new demand, attention to improving media management of events is warranted. In this research case studies of media management for sport events in Gold Coast, Australia, were employed to assess stakeholder collaboration {and media management methods. Practical implications are derived, and concepts are advanced for improved media management. In particular, the need for, and methods of, coordinated co- branding of events and destinations are examined. Research needs and priorities are identified, with specific reference to a hypothetical consumer decision-making model. [ABSTRACT FROM AUTHOR]

The largest fresh meat brand names in Spain are analysed here to study how quality is signalled in the agricultural and food industries and how the underlying quality-assurance organisations work. We obtain two main results. First, organisational form varies according to the specialisation of the brand name. Geographical Indicators, which focus on achieving high organoleptic product attributes, rely on market contracting with individual producers because it provides stronger incentives for sustained quality improvement. In contrast, private brands rely more on hierarchy, taking advantage of its superiority in solving coordination problems. Second, the seemingly redundant coexistence of several quality indicators for a given product is explained in efficiency terms. Multiple brands are shown to be complementary, given their specialisation in guaranteeing different attributes of the product. [ABSTRACT FROM AUTHOR]

This study investigates the sentiment of social media user-generated content (UGC) when an international, professional sport event is cancelled due to a crisis. The purpose is to provide insight into the brand implications for both the sport event and the host destination. From a co-branding perspective this paper analyses the cancellation of the 2018 Margaret River Pro surfing event. Leximancer analysis of 5684 Twitter posts across three time periods (pre, during, post crisis) over a calendar year found that sentiment shifted, and negative sentiment was more closely aligned to the destination than the event. This exploratory study seeks to unpack some of the complexities of event and destination co-branding and crisis management, presenting implications for industry and academia. In doing so, the study contributes to the paucity of scholarly knowledge examining real-time social media users' response to a crisis in a sport event tourism context. • Exploratory study on sport event and destination co-branding. • Analyses social media content towards an event and destination in a crisis. • Highlights key areas of social media discussion pre, during and post crisis [ABSTRACT FROM AUTHOR]

Much of the previous research on event and destination images has been conducted in a post hoc and a priori theory basis. In order to identify the most effective means for leveraging destination brand via hosting a sport event, this study employs schema theory to understand the brand image of the destination and the sport event prior to the staging of the event. Prospective inbound tourists' brand associations with the World Games and its 2009 host city (Kaohsiung) are examined. The findings indicate that the event has limited recognisable brand image and the destination image does not contain affective image dimensions. We suggest that the host city incorporate images of the event into the destination branding strategy. It might be potentially more useful to consider using the event brand as the extension of the destination brand rather than using a co-branding strategy. [ABSTRACT FROM AUTHOR]

Globalisation has been one of the most significant determinants of growth in the sports industry worldwide, especially with the increasing importance of brand creation, brand awareness, brand image, brand identity and brand equity. Professional sports teams have become top sports brands through leverage with major company sponsors. Sports marketers have had to become much more entrepreneurial to create competitive advantage for sports organisations and deliver relationship value to consumers. Company sponsorships are prominent drivers of brand strategy around the world. They help create an extended consumer experience and are becoming a strategic vehicle for creating co-branding partnerships between sports organisations and multinational companies. This study reports data from a survey of the top marketing and communications executives in sports and company organisations in New Zealand and as well as a qualitative content analysis of core documents and websites. The study provides insights for sports marketers seeking to: use sponsorship as a prominent driver of brand strategy; employ co-branding as a strategy to create an extended consumer experience; build strong brands through efficient co-branding articulation strategies. The study also provides recommendations for sports organisations and companies to formulate their marketing communications and brand strategies from the perspective of a co-branding relationship. [ABSTRACT FROM AUTHOR]