Co-branding uczelni a lojalność wobec marki

• Autorzy: Barbara Mróz-Gorgoń , Jędrzej Wasiak-Poniatowski

Warianty tytułu

Co-Branding of Universities and Brand Loyalty

• Języki publikacji: PL

Abstrakty

Istnieją różne strategie tworzenia marek. Jedną ze strategii brandingowych, czyli strategii kreowania marki w umyśle konsumentów jest sojusz marek, czyli co-branding. Co-branding stanowi swoistą umowę marketingową, zawieraną w celu łączenia kilku marek. Celem artykułu jest przybliżenie zagadnienia co-brandingu oraz określenie zależności pomiędzy lojalnością wobec marki a strategią co-brandingu na przykładzie szkół wyższych. Artykuł został oparty o analizę literatury przedmiotu oraz przedstawia wyniki badania własnego o charakterze pierwotnym.(abstrakt oryginalny)

EN

Co-branding is an increasingly popular technique for transferring the positive associations of one company's product or brand to another. Co-branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name. Co-branding is part of marketing strategy and influence the brand values and organizational culture of the organization. Co-existing of two different brands as co-partners (co-brands) influences the marketing communication of the brand and image of this brands. Co-branding offers corporate brands access to the brand strategy of the co-brand partner, the alignment of brand values, the marketing communication association and brand reach and network of relationships. In this paper corporate co-branding is analysed within the context of universities brands. This research aims to provide clues for future research in co-branding issue.(original abstract)

Słowa kluczowe

PL

Marka wspólna; Budowanie marki; Lojalność klientów; Szkolnictwo wyższe

EN

Co-branding; Brand building; Customer loyalty; Higher education

• Czasopismo: Studia Ekonomiczne / Uniwersytet Ekonomiczny w Katowicach
• Rocznik: 2017
• Numer: nr 330
• Strony: 150--161

Twórcy

autor

Barbara Mróz-Gorgoń

• Uniwersytet Ekonomiczny we Wrocławiu

autor

Jędrzej Wasiak-Poniatowski

• Uniwersytet Ekonomiczny we Wrocławiu

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