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Co-branding: The State of the Art

  • Co-Branding
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Schmalenbach Business Review Aims and scope

Abstract

The use of co-branded products as a form of brand management has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies published since the mid-1990s. However, there is no description that contrasts co-branding with other branding strategies, nor is there a structured overview of the main findings of co-branding studies. We classify different branding strategies, discuss branding literature, and develop a theoretical model for co-branding based on research findings. In addition to managerial implications, we provide a critical assessment of research, identify research questions, and offer a research agenda for cobranding.

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Authors and Affiliations

  1. Chair and Department of Business Administration, Public & Nonprofit Management, University of Mannheim, 68131, Mannheim, Germany

    Bernd Helmig

  2. HSH Nordbank AG, Gerhart-Hauptmann-Platz 50, 20095, Hamburg, Germany

    Jan-Alexander Huber

  3. Department of Marketing, University of Groningen, P.O. Box 800, 9700 AV, Groningen, The Netherlands

    Peter S. H. Leeflang

Authors
  1. Bernd Helmig
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  2. Jan-Alexander Huber
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  3. Peter S. H. Leeflang
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Correspondence to Bernd Helmig.

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The authors’ names are listed in alphabetical order; however, each one has contributed equally to this article.

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Helmig, B., Huber, JA. & Leeflang, P.S.H. Co-branding: The State of the Art. Schmalenbach Bus Rev 60, 359–377 (2008). https://doi.org/10.1007/BF03396775

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