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Challenging coopetitive branding alliances: a study on how coopetitive branding affects consumers’ brand image
Kristianstad University, Faculty of Business, Avdelningen för ekonomi.
Kristianstad University, Faculty of Business, Avdelningen för ekonomi.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The increased competitive intensity in several global markets has encouraged firms which traditionally compete, to also collaborate with each other, that is coopetitive branding alliances. Coopetitive branding has, to the best of our knowledge, not been researched from a consumer perspective.Does this mean that consumers remain unaffected when two competitors all of a sudden also collaborate?The purpose of this thesis is to explore how consumers’ brand images can be affected by firms’coopetitive branding strategies. With support from existing alliance literature and an empirical studycomprised of four focus groups, an abductive research approach is adopted.The findings indicate four distinct parameters, which can influence an alliance’s outcome, from theperspective of a consumer’s positive or negative brand image - which is a vital component in consumer-based brand equity. The contradictory nature of simultaneous competition and collaborationmakes coopetitive branding more or less desirable, from a consumer perspective, under differentcircumstances, which need to be acknowledged and managed by the partnering firms. A suggestionfor future research is to examine a wider consumer segment and not only students, to validate thetransferability of our findings.The results contribute to the strategic alliances theory, since existing research has not examinedthe consumer perspective and brand image in relation to coopetitive branding alliances. The resultscan also provide managerial guidelines for firms that wish to understand what elements of a coopetitive branding alliance creates value with consumers.

Place, publisher, year, edition, pages
2018. , p. 71
Keywords [en]
Coopetition, Co-branding, Coopetitive Branding, Strategic Alliances, Consumer Based Brand Equity (CBBE), Brand Image
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-18248OAI: oai:DiVA.org:hkr-18248DiVA, id: diva2:1221271
Subject / course
International business and marketing
Educational program
Degree of Bachelor of Science in Business and Economics
Presentation
2018-06-01, 14-420, Elmetorpsvägen 15, Kristianstad, 14:15 (English)
Supervisors
Examiners
Available from: 2018-06-27 Created: 2018-06-19 Last updated: 2018-06-27Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf