The role of co-branding in brand loyalty
The relatively recent phenomenon of co-branding has attracted the attention of both researchers and brand managers due to the possibility of exploiting synergies between brands and achieving competitive advantage. In turn, the value of brand loyalty has been long recognized as it enables companies t...
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| Other Authors: | , , , |
| Format: | Master's thesis |
| Language: | eng |
| Published: |
2024
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| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/95909 |