Co-branding effectiveness in attaining brand knowledge, brand attitude & buying intention

• Main Author: Chong, Ka Leong
• Format: Thesis
• Language: English; English
• Published: 2016
• Subjects: HB Economic Theory
• Online Access: http://ur.aeu.edu.my/49/1/Co-Branding%20Effectiveness%20In%20Attaining%20Brand%20Knowledge%2C%20Brand%20Attitude%20%26%20Buying%20Intention.pdf; http://ur.aeu.edu.my/49/6/Co-branding%20effectiveness%20in%20attaining%20brand%20knowledge%2C%20brand%20attitude%20%26%20buying%20intention.pdf; http://ur.aeu.edu.my/49/; https://online.fliphtml5.com/sppgg/uzbn/?1596505244184

Co-branding is commonly used to refer to a branding strategy where two or more brands are marketed together as a single perceived brand. However, despite co-branding being widely recognized and practiced in attaining business growth in today's marketplace, the effectiveness of co-branding in im...