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Copyright of Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) is the property of Dinasti Publisher 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.)

By using multilevel mediation involving 322,589 posts made by 384 musicians over 104 weeks, we simultaneously analyze the short-term and long-term effects of charity-related signaling on sales, with social media engagement as the mediator. Specifically, we compare the effects of charity-related signals with those of two other types of signals: mission-related (i.e., promoting music and commercial products) and non-mission-related (i.e., other posts that do not relate to the other two categories). In the short term, the indirect effect of using charity signaling on sales (through engagement) is positive, though smaller than the effects of mission-related and non-mission related signals. However, in the long term, the indirect effect of regularly using charity-related signaling on sales (through long-term engagement) is greater than for the effects involving the other types of signals. We derive from these findings three main implications for the business ethics literature. First, in the long term, the mutual economic benefits of charity signaling should encourage both entities (i.e., musicians and charities) to go beyond short-term, transactional philanthropy. Second, because it is profitable for musicians to partner with charities in the long-term, our research argues that charities have extensive bargaining power in such co-branding decisions. Third, our research highlights the importance of studying the longitudinal aspects of co-branding decisions involving non-profit organizations; the financial outlook of such decisions could greatly vary depending on the timeframe (i.e., short vs. long). [ABSTRACT FROM AUTHOR]

Purpose: This study aims to examine an emerging product–place co-branding marketing practice in China's rural areas. The role of this practice in inclusive development is analyzed from the perspectives of value proposition innovation, market legitimacy, media coverage and brand value. Both research and practice indicate value proposition innovation to exert an important influence on brand value enhancement, but little is known about the mediating and moderating mechanisms underlying this relation. Design/methodology/approach: A moderated mediation model is constructed to examine whether market legitimacy mediates the relationship between value proposition innovation and brand value. vWhether this mediating process is moderated by media coverage is also examined. The primary data are collected from semi-structured interviews and observations conducted with two common cases to develop proper scales for value proposition innovation and market legitimacy. The research includes 100 product–place co-brandings published by the Ministry of Agriculture and Rural Affairs in 2019. Hypotheses are tested using hierarchical regression and a Bootstrap model. Findings: Value proposition innovation has a positive effect on brand value, and market legitimacy partially mediates this relationship. Media coverage positively moderates the relationship between value proposition innovation and market legitimacy, and positively moderates the mediating effect of market legitimacy; the higher the media coverage, the stronger the mediating effect of market legitimacy. Research limitations/implications: Based on data availability and accessibility, the study sample focused on indicators from 100 brands in 2019. If the Ministry of Agriculture and Rural Affairs discloses consecutive annual information for other years, future studies could explore panel data to further test the study's conclusions from a longitudinal perspective. Originality/value: First, this paper adds to the emerging literature on product–place co-branding business models by examining the relationship between value proposition innovation and brand value. Second, this paper enriches institutional theory by including market legitimacy as a mediator between value proposition innovation and brand value. Third, this paper identifies the moderating role of media coverage, thus broadening the theoretical implications of institutional theory with respect to improving market legitimacy. [ABSTRACT FROM AUTHOR]

PurposeMethodology/approachFindingsResearch implicationsPractical implicationsOriginality/value/contributionCompanies are engaging in strategies for differentiation in cooperation, resulting in a notable increase in co-branding alliances. However, the scientific community lacks identification of which co-branding subtopics are investigated in B2B markets, their challenges, and the methodological characteristics of the studies. This study systematically investigates the academic literature regarding B2B co-branding.Based on the Prisma protocol, the authors employed a systematic literature review, integrating data from 26 articles and identifying seven main themes. These themes were clustered and associated with the methodological profiles of the studies.Although there is limited research on B2B co-branding, its aspects align with findings in the B2C domain. Topics within co-branding involving brand equity, financial performance, marketing mix, and characteristics of allied companies were conducted through surveys, quasi-experiments, and experiments in research with quantitative approaches. Conversely, the other topics found in research use a qualitative approach and methods. In the content we found, companies with comparable brand equity share equal benefits. Those with lower equity gain more, and those with higher equity benefit from functional advantages. Selecting the right partner is critical. Financial returns vary among allies and depend on environmental conditions, resource allocation, and interdependence. Furthermore, ingredient branding is the most researched modality in the industrial context, and tests involving specific procedures or relationships to implement a successful co-branding strategy require more robust research.The review highlights findings similar to those observed in B2C markets, including the importance of partner selection, the potential for enhancing brand equity (especially for weaker brands), positive customer attitudes toward co-branding, and the possibility of achieving financial returns. In addition, this study demonstrates the need for more experimental studies on some of these topics, such as relationship management and determination of co-branding establishment.This research enables B2B managers to analyze common practices, characteristics, types of partnerships, and their impacts to facilitate decision-making before implementing co-branding strategies.This research enhances understanding of co-branding for the B2B market and compares knowledge when the co-branding strategy is directed toward B2C consumers. [ABSTRACT FROM AUTHOR]

Co‐branding is an effective marketing strategy that is widely used by brands to expand the market, but research on the influence of consumer‐level factors is limited, with predominant emphasis on brand‐level factors that predict acceptance of brands that are seemingly "different" from each other co‐branding with one another. This research explores the effect of perceived economic mobility on perceived co‐branding fit. Findings from Experiment 1 indicate that co‐brands low or moderate (vs. high) fit with one another are perceived more favorably when perceived economic mobility is higher. Experiment 2 further examines the proposed mechanism that we propose to be holistic thinking style behind the influence of perceived economic mobility on distant co‐branding evaluation, and it also rules out two alternative explanations. Experiment 3 replicates above findings with an American dataset. Our findings contribute to the co‐branding literature by proposing a novel antecedent—perceived economic mobility—of low‐fit co‐branding. Our findings also provide managerial guidelines for enhancing co‐branding effectiveness. [ABSTRACT FROM AUTHOR]

Whether originating from a deliberate intention or emerging from subconscious, spontaneous doodling, design concepts perform the crucial role of demonstrating the vision of a final product. Even though academic discourse on design concepts is prevalent in all fields of design, the same cannot be said about footwear design. Academic discussion about footwear design concept is usually rooted in comfort and functionality. This paper aims to enhance the academic conversation on footwear design concepts by exploring the avantgarde concept in footwear design, its impact and significance. Avant-garde describes a French medieval military lexicon that literally translates to vanguard, or advanced guard, referring to the frontline of the army. However, the applicative meaning of the term is an intellectual, artistic and cultural movement characterized by experimental, radical and unorthodox approaches to the arts. Therefore, in actuality, for a product or idea to be considered avant-garde is to dwell outside of the established norms and confines of a discipline. Despite the widespread usage of the terminology in contemporary fashion circles, academic discourse on specifically named avant-garde footwear is rather sparse. This study thus sets out to fill out this academic gap by first discussing the concept of avant-garde in fashion generally, some notable avant-garde designers/artists and their contributions, important avant-garde concepts in footwear design and finally the areas of avant-garde footwear applications. The study contends that although avant-garde fashion and for that matter footwear is thought to satisfy a specific niche, its impact is significantly observable in the trends of mainstream fashion [ABSTRACT FROM AUTHOR]

This article uses the example of Manoli Cigarettes and its product line, The Kaiser Cigarettes, to examine the concept of co-branding as applied to royal brand names in the German Empire. It reviews the broader networks of circulation that determined the production of royal brand names: commercial laws, business ties, advances in technology, advertising structures, tourism, and other sectors of the consumer economy. The article delves into how trademark law, the Imperial Patent Office's role in approving brand names, and case law contributed to the choice of royal brand names. The article also illuminates how manufacturers used royal brands to implement business strategies along a horizontal plane of market competition. The production of the monarchy as a cultural object was thus activated through a process of triangulation: not only through the bilateral relationship between monarch and subjects, but also lateral relations between producers who were concerned about their professional networks. [ABSTRACT FROM AUTHOR]

The use of cobranding and brand extension strategies to access new markets has been a topic of significant interest. However, surprisingly few studies have examined cross-category connections of brands using publicly available digital footprints. In this study, the authors introduce a new, scalable automated approach for identifying potential cobranding and brand extension opportunities using brand networks derived from publicly available Twitter followership data. The digital user–brand relationship, established through followership activity, is regarded as an expression of interest toward the brand. Common followership patterns between brands are then extracted to capture cointerest between those brands' audience. By utilizing the cointerest patterns, the approach aims to derive cross-category brand–brand and brand–category connections, which can serve as important measures for assessing cobranding and extensions opportunities. This article introduces a new construct, transcendence, which measures the extent to which a brand's followers overlap with those of other brands in a new category. The analysis is conducted at different points in time to help managers track shifts in brand transcendence. [ABSTRACT FROM AUTHOR]

Analysing EU, Benelux and German case law, this article examines whether the exhaustion doctrine in trade mark law contributes to a more sustainable economy. It considers that ecological motives seem not to have played a role either in the policy choice against international exhaustion, or in the Court of Justice of the European Union (CJEU) case law on legitimate reasons and the repackaging of medication. Although exhaustion could, theoretically, incentivise traders to give new life to goods that were legitimately marketed before, the analysis shows that this is a risky business because of the thin and blurry line between lawful renewal activities and creating a false impression of affiliation. As such, it is unclear to what extent de-branding, re-branding, and co-branding can prevent liability for infringement, although co-branding renewed products is probably often the only way to do so. As an alternative to buy–renew–resell, traders could consider providing renewal services. On closer analysis, however, offering services puts them in an even less favourable position, and this seems hard to justify. In addition to trade mark rights, copyright and/or design rights will often cumulatively apply to mark-bearing products. Although the latter rights are also subject to a principle of exhaustion, the effects of exhaustion can de facto be overruled by the exception for legitimate reasons proper to trade mark law. Moreover, it is argued that repair exceptions in copyright and design legislation have limited effect and that announced legislative reforms are unlikely to change that. The unattractiveness of renewal businesses is further aggravated by the recurrent use of open norms and references to common practices. It is concluded that IP laws often leave it to the discretion of rightholders whether to offer sustainable post-sale solutions. Besides having clearer guidance on what is allowed, this paper suggests that exhaustion case law should take sustainability arguments into account, for instance by considering what would happen to goods if they were not renewed by the trader. To a large extent, the judiciary already has tools at its disposal to incorporate these kinds of elements. [ABSTRACT FROM AUTHOR]

PURPOSE: This study aimed to determine the relationship between entrepreneurial orientation (EO), innovative co-branding partnership, and business performance. EO was analyzed through five dimensions: innovativeness, proactiveness, risk-taking, competitive aggressiveness, and autonomy. METHODOLOGY: As part of the first phase of brand management research, the quantitative survey was conducted in June 2023 among managers of companies operating in Poland using an online questionnaire. 280 responses were obtained, of which 266 questionnaires were qualified for further calculations. Incomplete questionnaires were eliminated. Hypotheses were formulated regarding the positive impact of the five dimensions of EO (innovation, proactivity, risktaking, competitive aggressiveness, and autonomy) on business performance and innovative co-branding partnership, and the positive impact of innovative co-branding partnership on business performance. Structural equation modeling using partial least squares (PLS-SEM) was applied to support the conceptual framework and proposed hypotheses. The calculations were performed in Smart PLS version 4.0.9.5. FINDINGS: The results indicate that three EO dimensions (innovativeness, proactiveness, and competitive aggressiveness) influence business performance. There was no effect of risk-taking and autonomy on business performance. In addition, three EO dimensions (innovativeness, competitive aggressiveness, and autonomy) influence innovative co-branding partnership. No effect of risk-taking and proactivity was found on innovative co-branding partnership. This means that two EO dimensions (innovativeness and competitive aggressiveness) positively influence innovative co-branding partnership and business performance. Furthermore, innovative co-branding partnership was proven to influence business performance. IMPLICATIONS for theory and practice: The results of the study point to theoretical implications for further exploration of entrepreneurial orientation and its dimensions. The practical implications relate to recommendations for managers. Managers should make efforts to increase innovation, market activity, and competitiveness of the market offer. It is necessary to monitor the actions taken in the context of their impact on selected market, consumer, product, and brand performance. In addition, managers should analyze the possibilities of undertaking cooperation of this nature to increase business performance. ORIGINALITY AND VALUE: This study provides a better understanding of the impact of entrepreneurial orientation on business performance using innovative co-branding. Compared to previous studies, it has an advantage in research by introducing the issue of innovative co-branding, which can be used for the development of new business activities. In addition, this study focuses on several areas of business performance, including product, brand, consumer, and financial performance. [ABSTRACT FROM AUTHOR]

In view of the phenomenon of price difference in the primary and secondary markets of the streetwear co-branded products, the price premium mechanism of the co-branded products in the primary and secondary markets is analyzed respectively through theoretical framework and data empirical evidence. It collected 356 co-branded products and transaction information of 8 main brands and 102 partner brands for empirical analysis. The results of correlation analysis and regression analysis show that there are differences in the price premium mechanism between the primary market and the secondary market. The primary market price is set by the brand considering the product cost, consumer demand and market competition, and the price premium is influenced by the partner brand luxury, the main brand awareness, the difference in brand type and the price of non-co-branded similar products. The secondary market price is a reflection of consumers' perception of the product value, and the price premium is influenced by the main brand awareness and the price of non-cobranded similar products, while the effects of partner brand luxury and brand type differences are not significant. This means that the "big money" co-branded strategy does not significantly improve the value of streetwear products, although it can improve product pricing. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to investigate drivers of co-branding, and the relative strength of these drivers within the Persian Gulf Pro League (PGPL). The study examines sport sponsorship, and specifically the relationship between professional football teams and on-field apparel sponsors. Design/methodology/approach: Sixteen experts participated in semi-structured interviews and ranked the co-branding drivers. The expert opinions were organized into estimates and triangular fuzzy numbers were established before the Mamdani Fuzzy Inference System converted the fuzzy outputs into crisp output values using the Centroid method. Next, the rankings of the drivers by the same 16 participants were analyzed using the analytical hierarchy process (AHP). Findings: The study identified four main factors with 19 indicators: brand management (i.e. enhancing brand value, utilizing the knowledge and experience of partner brands, brand position, brand identity, brand equity and brand image), partner relationships (i.e. satisfaction, mutual trust, commitment, common interest, product reliability and innovative strategies), marketing factors (i.e. marketing mix, market position, competitive advantage and entry into new domestic markets) and supporting factors (i.e. copyright, contracts and social media law). The AHP identified the most influential factors as marketing, partner relationships, brand management and support. Originality/value: Based on the study's findings, the authors recommend that PGPL teams adopt a partnership mindset, seek alignment of values and recognize the plurality of stakeholders to a sponsorship and their relationships to each other. The study highlights the challenges of co-branding activities in a developing country where trademark laws are not well developed. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this study is to examine role stress over the course of an alliance between supply chains. This study examines ambiguity as antecedent to multiple organisational outcomes. Design/methodology/approach: This study subsequently uses a time series design that uses a close replication of the authors' initial study. The design affords the opportunity to examine the dynamics associated with the evolution of the alliance. Findings: This study recognises that the relationships developed by collaborating firms are enacted by downstream entrepreneurs in the supply chain, yet this observation is rarely incorporated into interfirm research. The authors illustrate that the alliances have a significant downstream influence on operations at the retail level. Research limitations/implications: This longitudinal research has the potential to reduce common method variance and enhance causal inference. The second limitation concerns the simultaneous collection of the predictor and criterion variables. The third limitation is the use of single informants as the primary vehicle for the analysis of the theoretical model when prior research indicates that multiple informants offer enhanced reliability and validity. Practical implications: The findings contribute to the management theory of business entrepreneurship and strategic alliances and research on supply chains. Originality/value: This study underscores the need to examine alliances via time series. Research that attempts to generalise from data collected at a single point in time is unlikely to be able to capture the dynamics associated with the development of a joint venture and offers limited opportunity to make inferences about the causal order of relationships. The model based on longitudinal data reveals that the stage of an alliance influences the level of vertical control and ambiguity and the effect of control on role ambiguity. [ABSTRACT FROM AUTHOR]

This study examines the influence of Chinese consumers' ethnocentrism on the compatibility of fashion-co-branded products, focusing specifically on international fast fashion brands. This study examines fast fashion co-branding cases in the Chinese market, specifically focusing on the spillover effect and the influence of ethnocentrism. This study utilises the Theory of Reasoned Action (TRA) as the theoretical framework, along with Yoo and Donthu’s (2001) brand equity model and validated research scales. The objective is to assess the impact of perceived quality, brand awareness, association, and loyalty on the co-branding match-up. This study incorporates the concept of the spillover effect of the emotion transfer theory as a moderating factor in the association between co-branding match-ups and consumers' purchase intentions. The objective is to examine the purchasing behaviour and potential purchase intentions of Chinese consumers towards fast fashion co-brands. The present study aims to investigate the potential impact of ethnocentrism on Chinese consumers. To achieve this objective, the questionnaire design will be based on the CET scale, which is widely recognised and utilised in academic research. The primary focus of this investigation is to examine the role of ethnocentrism as a moderator in the aforementioned relationship. The global fast fashion industry tends to appropriate and dilute local cultural elements as it expands into new markets. This study offers pertinent references for international fast- fashion brands seeking to enter the Chinese market. Brands can successfully penetrate the Chinese market by comprehending the impact of ethnocentrism. This study examines the alignment of brand equity and potential co-branding intentions, with a focus on the specific co-branding factors relevant to the Chinese market. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Marketing & Marketing Research / Pazarlama ve Pazarlama Araştırmaları Dergisi is the property of Pazarlama & Pazarlama Arastirmalari Dernegi 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 Journal of Marketing & Marketing Research / Pazarlama ve Pazarlama Araştırmaları Dergisi is the property of Pazarlama & Pazarlama Arastirmalari Dernegi 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.)

Il seguente articolo si prefigge di analizzare il fenomeno delle alleanze di brand e il loro sviluppo nell’attuale contesto economico. Con l’ampliarsi del lavoro di rete, e la creazione di valore che ne deriva, i legami di partnership tra le imprese evidenziano un salto prestazionale. Ciò avviene anche attraverso la creazione di un’identità condivisa, che ne rafforza la competitività. Dopo la definizione di co-branding, e l’esposizione dei benefici e dei rischi, vengono considerate le opportunità di crescita che ne derivano. Queste alleanze consentono alle reti tra imprese di riposizionarsi nel proprio contesto di appartenenza, migliorando la governance e le strategie di mercato. Anche la relazione con l’attuale crisi economica evidenzia la capacità del co-branding di fronteggiare con maggiore efficacia i momenti di emergenza. Come evidenziato in numerose ricerche, la gestione della crisi trova nelle alleanze di brand uno strumento strategico essenziale per crescere anche se l’instabilità e l’incertezza dell’economia sono elevate. Attraverso l’esame di alcuni case-histories, viene elaborato un modello di co-branding. Si tratta di un prisma dove sono evidenziati sei asset strategici: velocità, personalizzazione, flessibilità, facilità, dialogo e convergenza. Sono questi i fattori che hanno determinato una performance di successo durante la crisi. I risvolti positivi che ne derivano avranno un impatto evidente anche dopo il periodo di emergenza.

This exploratory case study seeks to understand the purchase and collection motivations of an international co-branded limited-edition collectible. It also explores consumers’ perceptions of the brand collaboration between Philippine-based Jollibee and United States-based Funko. This study finds that consumers are motivated to purchase and collect products based on their willingness to identify with the brand, which stems from personal values, self-concept, and nostalgia. While most studies on cobranding use simulated alliances, this study provides a real example of an international branding collaboration, thereby providing a nuanced understanding of co-branding spillover effects and how a consumer’s willingness to identify with a brand motivates their purchase and collection decisions. [ABSTRACT FROM AUTHOR]

Bu çalışma, ortak markalı kredi kartlarında algılanan faydanın ve güvenin, ortak markalı bir kredi kartı kullanma niyetini nasıl etkilediğini ve bu unsurların ortak marka sadakatindeki dolaylı ve doğrudan etkilerini tespit etmek amacıyla yapılmıştır. Bu amaçla oluşturulan kavramsal modeli test etmek için en az bir ortak markalı kredi kartına sahip banka müşterilerine çevrimiçi anket uygulanmıştır. Öncelikle katılımcı yanıtları, açıklayıcı ve doğrulayıcı faktör analizine tabi tutulmuştur. Sonrasında modeldeki yapılar arasındaki ilişkilerin etki yönlerini belirleyebilmek için yol (path) analizi yapılmıştır. Sonuçlara göre ortak markalı kredi kartı kullanma niyeti, ortak marka sadakatinin temel belirleyicisidir (β=0,97 p

El “co-branding” se ha constituido en una herramienta fundamental para los empresarios que aspiran a incrementar el recuerdo y reconocimiento de sus marcas dentro de la mente retentiva del público consumidor. Por consiguiente, el presente artículo tiene como objetivo caracterizar el valor con el que el co-branding ha contribuido a las estrategias de marca e ilustrar cómo su correcta explotación puede llegar a causar beneficios a una actividad comercial. Por último, se estudiará la naturaleza económica y jurídica del contrato de co-branding, las obligaciones usuales entre las partes vinculantes y ciertas diferencias con figuras contractuales con las que presentan singulares analogías.

Copyright of Journal of Marketing & Marketing Research / Pazarlama ve Pazarlama Araştırmaları Dergisi is the property of Pazarlama & Pazarlama Arastirmalari Dernegi 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.)

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use. The pairing of a corporate and charity brand in advertising should create an expanded brand-user base, which should, in turn, lead to higher ad-memorability than either brand advertising alone. This study tests this hypothesis for consumer-packaged goods and charity brands in the United Kingdom and Australia. We find evidence that extends the generalization that ad-memorability is higher among brand users to charity supporters in nonprofit contexts. We also find that when two brands are present, ad-memorability is highest among those who use the brand and support the partner charity. However, the uplift in ad-memorability among these dual-brand users is dampened by the lower ad-memorability experienced by those who use only one brand, due to a suspected information overload. The findings challenge accepted wisdom on the benefits of co-branded advertising and have implications for partner-selection for co-branded activities. [ABSTRACT FROM AUTHOR]

Copyright of Tourism Tribune / Lvyou Xuekan is the property of Tourism Institute of Beijing Union University 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 Transfer: Zeitschrift für Kommunikation & Markenmanagement is the property of Deutsche Werbewissenschaftliche Gesellschaft 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.)

Although hotel brands are well established in the industry, customers have not been educated about the different kinds of properties, nor has hotel structure been utilised as a functional marketing tool. Drawing on previous studies, the purpose of this study is to evaluate consumer branding preferences and willingness to pay because of co-branding and informed ownership, operational, or franchise branding. This two-part study looks at consumer awareness and consumer preferences in the first part through semi-structured interviews, and in the second part, an experimental survey. Results reveal that most travellers do not understand the difference between a corporate-owned and -managed hotel and a franchised hotel. Co-branding efforts for management and ownership companies were not significant in both value perceptions and willingness to pay. However, co-branding efforts by ownership companies with parent companies increased their guests' willingness to pay. [ABSTRACT FROM AUTHOR]

This article evaluates the history of the internal payment cards market in Europe from 2002 to 2020. It finds that despite such initiatives as EAPS, Monnet and PayFair, the European card industry has failed to create an independent pan-European card scheme. Thus, although Europe enjoys a unified payments market, with well-functioning domestic cards markets, pan-European cards acceptance across the Single Euro Payments Area is entirely reliant on co-branding with international (ie non-European) card schemes. While cards have become the most commonly used cashless payment product in the European internal market, the European payments industry has failed to deliver on policy objectives regarding sovereignty in the European payments market. [ABSTRACT FROM AUTHOR]

The primary goal of this research was to examine current trends in sport sponsorship, particularly in the areas of goal setting, sponsorship activation and assessment of sponsorship effectiveness. The secondary goal was to identify best practices in sport sponsorship. Sponsorship executives representing North American professional sport properties, corporate partners and third-party agencies participated in in-depth interviews. Data was content analysed to produce information in three main areas of interest: sponsorship goals, activation strategies and evaluation processes and measures. The results highlight the value of customising sponsorship agreements to fit the business goals of individual sponsors as well as the strong presence of social media in sponsorship activation strategies. Greater sponsor expectations in terms of return on investment measurement and the increased role of analytics in the evaluation of sponsorship effectiveness are also uncovered. A number of best practices in sport sponsorship, practical implications and directions for future research are discussed at the conclusion of this paper. [ABSTRACT FROM AUTHOR]

Copyright of AdBispreneur: Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan is the property of AdBispreneur: Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan 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.)

Branding,Co-Branding-Case of MarocTelecom,is considered a subject which tries to clarify these notions, given the fact that it is a concept that the marketers are supposed to know and to master especially with the fierce competition that is happening in the market nowadays.Thus,we try to answer the question that is:What is the usefulness and the importance of the branding? And how can it be developed by the strategy of Co-branding?In addition, this article will be dedicated to demonstrate the importance of Branding andCo-branding in the development of the brand image of a company,and consequently to ensure its sustainability, while conducting a study regarding the brand image and the brand awareness of MarocTelecom

While food research has paid considerable attention to the effect of brand names on brand evaluation, the role of co-branding strategies and hence simultaneous exposure to two different brand names is under-researched. Against this background, we investigated the overexpectation effect in the context of food co-branding. More specifically, we explored to what extent food co-branding can harm brand evaluations of the co-brand and the brand level of the partner. In doing so, we challenged the conventional wisdom that co-branding leads to higher brand evaluations than those of monobrands. Results from two online experiments confirmed the theoretical reasoning derived from adaptive learning models: combining two brands results in an overexpectation effect, which manifests in a decrease in levels of brand evaluation for the co-brand compared to the partnering brands before co-brand exposure. Brand strength and brand fit moderate this effect. [ABSTRACT FROM AUTHOR]