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HOW DOES CO-BRANDING INFLUENCE BRAND IMAGE: A qualitative research on Supreme’s brand image from consumers’ perspectives
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose- The purpose of this paper is to explore the influence of co-branding on brand images from consumers’ perspectives and whether the result of co-branding is consistent with the companies’ expectations or not.

Design/methodology/approach- A qualitative research approach is adopted to allow a deeper insight into the impacts of Supreme co-branding from consumers’ perspectives. We conducted in-depth exploratory interviews with 7 consumers of Supreme to analyze the effect of co-branding and explain our research questions.

Findings- Branding negligence can cause losses in attracting customers. Co-branding strategy has more advantages than disadvantages. Co-branding partners will influence customers’ brand image.

Research limitations- The paper only focuses on the fashion industry and the research object is limited to a single brand’s customers, Supreme fans, without exploring the opinions of consumers of other partner brands. In addition, the age and gender of sample subjects are not evenly distributed.

Place, publisher, year, edition, pages
2019. , p. 52
Keywords [en]
brand, branding, brand image, co-branding, Supreme
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-387949OAI: oai:DiVA.org:uu-387949DiVA, id: diva2:1331181
Educational program
Master Programme in Entrepreneurship
Supervisors
Examiners
Available from: 2019-06-26 Created: 2019-06-26 Last updated: 2019-06-26Bibliographically approved

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CiteExportLink to record
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Citation style
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