| Autor: |
Babu, M. Kishore, Meghana, Golla, Srinivas, Shanmukh |
| Předmět: |
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| Zdroj: |
AIP Conference Proceedings; 2023, Vol. 2821 Issue 1, p1-7, 7p |
| Abstrakt: |
Co-branding is a product branding technique in which two unique partner brand names promote together. The collaboration helps in the improvement of marketing and sales opportunities. Several studies have found that co-branding has a significant impact on customer behavior and product perception. Negligence in branding can result in a failure to attract customers. The benefits of a co-branding strategy far outweigh the drawbacks. Customers' perceptions of a company's brand can be influenced by co-branding partners. To examine the influence of co-branding on consumer perceptions of branding and whether the results of co-branding are in line with the expectations of the companies involved or not and also to know the correlation among the behaviours of consumers when co-branding was opted. Methodology: A qualitative research approach. The customers were interviewed in-depth to help us understand the impact of co-branding and to answer the research questions. Consumers often attribute various descriptive qualities or characteristics to different brands across a broad range of produc t categories. The research is conducted through a structured questionnaire. Data Analysis and Interpretation car ried with 136 responses is presented through Bar Chart and Correlation. The study identified that there are more female users than male in the age bracket of 21-35 years which is maximum covered by the young adults' i.e., 21 - 26 and adults' i.e., 27-35 years of age. Along with these it is observed that there is a positive correlation between the factors of perception, reputation of brand and exp ectations of brands. HUL FMCG products are mostly and regularly purchased by the consumers from the area of research is interpreted from the survey conducted. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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