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Co‐branding in advertising: developing effective associations

Randi Priluck Grossman (Assistant Professor in the Seton Hall University, New York, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 June 1997

14611

Abstract

Explains how marketers have begun to pair their new brands with existing brands that have powerful images attached to them in the hopes of linking these positive images with their products. Recommends strategies for co‐branding based on classical conditioning, a method for developing associations, and provides examples of firms that have found success when using these techniques.

Keywords

Citation

Priluck Grossman, R. (1997), "Co‐branding in advertising: developing effective associations", Journal of Product & Brand Management, Vol. 6 No. 3, pp. 191-201. https://doi.org/10.1108/10610429710175709

Publisher

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MCB UP Ltd

Copyright © 1997, MCB UP Limited

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