TY  - JOUR
AB  - 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.
VL  - 6
IS  - 3
SN  - 1061-0421
DO  - 10.1108/10610429710175709
UR  - https://doi.org/10.1108/10610429710175709
AU  - Priluck Grossman Randi
PY  - 1997
Y1  - 1997/01/01
TI  - Co‐branding in advertising: developing effective associations
T2  - Journal of Product & Brand Management
PB  - MCB UP Ltd
SP  - 191
EP  - 201
Y2  - 2024/04/16
ER  -