This paper aims to contribute to the concept of co-branding by recognising the role of consumer perception and the importance of the variety of contexts in which co-branding is perceived. This is done by studying the way in which two service brands cooperate. A framework based upon previous research is contextualised into 'service branding' and used to investigate the associations between Hong Kong and the Olympic Equestrian Games.
Fyrberg, A. (2008), "The Olympic Equestrian Games: brand collaboration and associations within a destination and a sports event", International Journal of Sports Marketing and Sponsorship, Vol. 9 No. 4, pp. 64-76. https://doi.org/10.1108/IJSMS-09-04-2008-B008
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