El presente estudio de investigación tiene como objetivo analizar de qué manera el Co-branding entre una marca reconocida y una marca líder influye en la intención de compra de los consumidores de 20 a 35 años pertenecientes a Lima Moderna. Para el desarrollo de esta investigación decidimos centrarnos en el caso del Ramo Pilsen, producto comercializado en el mercado peruano a través de la unión de dos marcas reconocidas como lo son Pilsen y Rosatel. Decidimos centrarnos en este producto debido a que mientras investigábamos más sobre su desarrollo, surgieron varias interrogantes que considerábamos deberíamos probar, como por ejemplo: la idea del Ramo Pilsen originalmente de Pilsen Callao tuvo muy buena acogida pero si no se hubiera aliado con una marca tan grande como Rosatel quizás no hubiera funcionado de la misma manera, ¿o sí? ¿De qué manera influye el co-branding entre una marca reconocida y una marca líder, en la intención de compra del consumidor? ¿El Ramo Pilsen hubiera tenido realmente el mismo éxito si se unía a una florería menos conocida? ¿Si les damos a los consumidores dos opciones de florerías con diferentes precios, elegirían precio sobre la marca? Todas estas interrogantes serán demostradas a lo largo de esta investigación mediante el análisis de diversas variables como la intención de compra, la satisfacción y la confianza, siendo estas dos últimas importantes indicadores del Co-Branding. Los resultados presentes fueron obtenidos a través de instrumentos metodológicos como entrevistas a expertos, focus group y cuestionarios a la muestra analizada. / The objective of this research study is to analyze how co-branding between a recognized brand and a leading brand, influences the purchase intention of users from 20 to 35 years old belonging to Modern Lima. For the development of this research, we decided to focus on the case of Ramo Pilsen, a product marketed in the Peruvian market through the union of two recognized brands such as Pilsen and Rosatel. We decided to focus on this product because as we researched more about its development, several questions arose that we believe we should test, such as: the idea of the Ramo Pilsen originally from Pilsen Callao, was very well received but if it had not been allied with such a big brand as Rosatel, it might not have worked the same way, could it? In what way does co-branding between a recognized brand and a leading brand, influence in the consumer's purchase intention? Would the Ramo Pilsen have really had the same success if the product was offer with a less recognized flower shop? If we give users two options of flower shops with different prices, would they choose price over brand? All these questions will be demonstrated in the investigation through the analysis of some variables such as purchase intention, satisfaction and trust, where these last two are indicators of Co-Branding. The results have been presented through methodological instruments such as interviews with experts, focus groups and questionnaires to the sample analyzed. / Tesis

<p>Bakgrund: Många konkurrerande produkter liknar idag varandra och därför krävs ofta andra egenskaper än bra produkter för att övertala konsumenterna till köp. Ett sätt att förstärka associationskraften i ett varumärke kan vara att samarbeta med ytterligare ett varumärke. Detta kallas för co-branding och handlar om att man genom samarbete drar nytta av ett annat varumärke för att på så vis skapa fördelar som kan stärka det egna varumärket. Det tilläggsvärde som ett varumärke ger den märkta produkten betecknas av begreppet brand equity. Co- branding skulle kunna öka brand equity men det kan även innebära stora problem som skulle kunna minska brand equity.</p><p>Syfte: Syftet med denna uppsats är att definiera och beskriva begreppet ”co- branding” ur ett svenskt marknadsperspektiv. Vidare vill vi undersöka om och hur co-branding som varumärkesstrategi genom konsumenterna kan påverka ett företags brand equity.</p><p>Genomförande: Uppsatsen bygger på tre små n-studier av de co-brandade produkterna Daimglass, klädkollektionen ”Lagerfeld for H&M” och Vodafonemärkta Sony Ericssontelefoner. Primärdata har samlats in genom två stycken e- mailintervjuer med representanter på Sony Ericsson och H&M. Därtill har 90 stycken intervjuer gjorts med konsumenter.</p><p>Resultat: Vi har i vår uppsats kommit fram till en egen definition av begreppet co-branding. Vi kan även konstatera att brand equity kan påverkas på många olika sätt genom de fyra varumärkestillgångarna märkeskännedom, upplevd kvalitet, associationer till varumärket och märkeslojalitet. Slutligen har vi kunnat bidra med några goda råd riktade till de företag som står inför ett co- brandingsamarbete.</p>

Bakgrund: Många konkurrerande produkter liknar idag varandra och därför krävs ofta andra egenskaper än bra produkter för att övertala konsumenterna till köp. Ett sätt att förstärka associationskraften i ett varumärke kan vara att samarbeta med ytterligare ett varumärke. Detta kallas för co-branding och handlar om att man genom samarbete drar nytta av ett annat varumärke för att på så vis skapa fördelar som kan stärka det egna varumärket. Det tilläggsvärde som ett varumärke ger den märkta produkten betecknas av begreppet brand equity. Co- branding skulle kunna öka brand equity men det kan även innebära stora problem som skulle kunna minska brand equity. Syfte: Syftet med denna uppsats är att definiera och beskriva begreppet ”co- branding” ur ett svenskt marknadsperspektiv. Vidare vill vi undersöka om och hur co-branding som varumärkesstrategi genom konsumenterna kan påverka ett företags brand equity. Genomförande: Uppsatsen bygger på tre små n-studier av de co-brandade produkterna Daimglass, klädkollektionen ”Lagerfeld for H&amp;M” och Vodafonemärkta Sony Ericssontelefoner. Primärdata har samlats in genom två stycken e- mailintervjuer med representanter på Sony Ericsson och H&amp;M. Därtill har 90 stycken intervjuer gjorts med konsumenter. Resultat: Vi har i vår uppsats kommit fram till en egen definition av begreppet co-branding. Vi kan även konstatera att brand equity kan påverkas på många olika sätt genom de fyra varumärkestillgångarna märkeskännedom, upplevd kvalitet, associationer till varumärket och märkeslojalitet. Slutligen har vi kunnat bidra med några goda råd riktade till de företag som står inför ett co- brandingsamarbete.

Co-branded products emerge when two or more brands combine their forces to create a new product with its own identity. More and more companies use cobranding strategy to reduce the risks inherent in creating new products. Moreover, consumers evaluate some of those products favorably. Understanding of consumers&rsquo / perceptions of co-branded products is important for learning the importance of product design on these products. This thesis explores the reasons why consumers perceive one of the partner brands of a co-branded product more dominant than the other and presents the outcomes of a survey study carried out for that purpose. The thesis comprises a two-part literature review on co-branding and brand dominance. The survey study comprises a questionnaire that is filled out by 48 Dutch participants. Through such a study the reasons of consumers&rsquo / perceptions of partner brand dominance were revealed / the strong influence of the fit between a partner brand and the co-branded product and product design on consumers&rsquo / perceptions of a dominant partner brand was evidenced. Moreover, the implications of gaining such an insight about the reasons of partner brand dominance for designers and brand owners were discussed.

Abstract This study examines the relationship between perceived brand fit, perceived risk, perceived value and intention to purchase in the context of co-branded hotels and restaurants. Today’s market contains many products and services that can look very similar, and companies use co-branding of their products to make them distinctive from other products on the market. A better understanding of consumer behaviour and attitude to co-branding may improve restaurant profitability and hotel occupancy. One important question to be considered is what determines consumers’ willingness to purchase in co-branded hotel and restaurants? In spite of a number of research papers on hotel-restaurant co-branding written in recent years, previous academic studies have not addressed the relationship between co-branding of hotels and restaurants and intention to purchase. The aim of this research is to examine how the relationship of brand fit, risk and value relate to intention to purchase, and to do this three research questions and eleven hypotheses are proposed. A previous study by Boo and Matilla (2002) has proposed a conceptual model of hotel-restaurant brand alliance strategies, relating management strategy characteristics and consumer characteristics with the consequences of perceived brand fit. The present study develops this existing model by examining the components of brand fit that determine consumer intention to purchase. The study investigates three main areas: firstly, it examines the relationship between perceived brand fit and intention to purchase in terms of perceived fit (overall), complementary fit based on product usage and product goal, and transferability fit based on service quality. Secondly, it examines the relationship between perceived risk and intention to purchase in terms of personal characteristics including risk-taking behaviour and self-confidence; uncertainty of loss including financial loss, time loss and physical loss, and, performance risk. Thirdly, it examines the relationship between perceived value and intention to purchase in terms of perceived brand image, perceived quality and perceived sacrifice, based on monetary and non-monetary price. A quantitative approach involving survey of hotel guests has been employed with data collected in four and five star hotels in Bangkok and Pattaya, Thailand from August to September 2008. A survey questionnaire was administered to guests and a total of 511 completed responses were collected. The data analyses performed using a standard multiple regression method, a paired sample T-test, a chi-square test and a multiple response technique. The results indicate that the model of perceived brand fit in this study has two key components which positively influence a consumer’s intention to purchase. Firstly, the perceived fit (overall), and, secondly, complement fit based on product usage and product goal. Furthermore, for the perceived risk model the finding also indicates two key components which positively influence a consumer’s intention to purchase. The first component is uncertainty of loss in terms of financial, time and physical loss. The second component is performance risk in terms of product and service performance. Lastly, the results indicate that the perceived value model revealed three components which are positively related to consumer’s intention to purchase. The first component is perceived brand image, the second component is perceived quality, and the last component is perceived sacrifice in terms of both monetary and non-monetary price. The conceptual framework developed and tested in this study can be used as a guideline to enable an appropriate co-branding marketing strategy to be developed.

Syfte och Forskningsfrågor: Syftet med denna studie är att urskilja olika samarbetsprocesser för hur influencers nyttjar digitala nätverk och hur det främjar såväl influencer och företag som väljer att samarbeta. Utifrån detta syfte har vi formulerat tre frågeställningar som lyder enligt följande: 1.På vilka sätt nyttjar influencers digitala nätverk? 2.Vilka lärdomar kan företag få av ett samarbete med influencers gällande vilka strategier som är framgångsrika för att förmedla sitt budskap? 3.Hur kan co-branding mellan företag och influencers ge olika respons? Metod Studien är utformad utifrån en kvalitativ undersökningsmetod för att få en djup förståelse för fältet. Ansatsen är av induktiv karaktär och empirin utgör därför en central del av studien. Empirin utgörs av insamlad data i form av sex semistrukturerade intervjuer med individer relevanta för ämnet. Slutsats: Studiens resultat har påvisat hur co-branding mellan en influencer och företag kan utveckla sociala medie nätverkande och mynnat ut i en samarbetsmodell. Karakteristiska drag av ett co-brand på sociala medier är att det krävs en engagerad och dedikerad publik och att ett trovärdigt samarbete är avgörande om ett co-brand ska bli lyckat. Utöver detta visar studien på att influencermarknadsföringen är en metod i framkant när det gäller att segmentera fram rätt målgrupp. Slutligen visar resultat på att influencermarknadsföringen är under utveckling och att den har stor marknadspotential.

En general, una de las habilidades más importantes que debe poseer una empresa es la capacidad de saber cómo es que posiblemente actuarán sus consumidores. Para ello necesitan desarrollar buenas estrategias de marca, entre las más comunes están el uso de redes sociales, branded content sites, la comunicación a través de influencers, el brand experience, alianzas de marca, entre otras. ​Debido a ​la competencia excesiva de la actualidad​, ​las empresas han dejado su ego atrás y están buscando nuevas estrategias que en el pasado eran inconcebibles, como ​las alianzas de marca. E​xisten distintos tipos de alianza de marca, entre los cuales destacan las siguientes: promociones conjuntas, patrocinios y auspicios; y Co-branding. El Co-branding ​es una manera de acercarse al consumidor mediante un acuerdo en el cual se asocia a un único producto o servicio con más de una marca. ​Por otro lado, ​existen diversas versiones sobre las distintas estrategias de co-branding. Sin embargo, en el presente estudio se utilizará una de las estrategias propuestas por Tom Blackett y Bob Boad (2001). Esta es la estrategia basada en el respaldo de valores, en ella u​na de las marcas está destinada a incluir el respaldo a los valores y posicionamiento de la marca de uno de los socios o de ambos. Su elección se debe a que ​esta estrategia es la menos utilizada por las empresas y muchos autores miden el éxito o fracaso del co-branding atendiendo solamente a ciertos criterios parciales como el operativo. / In general, one of the most important skills a business should possess is the ability to know how its consumers are likely to act. To do this, they need to develop good branding strategies. Among the most common are the use of social networks, branded content sites, communication through influencers, the brand experience, brand alliances, among others. Due to today's excessive competition, companies have left their ego behind and are seeking new strategies that were inconceivable in the past, such as brand partnerships. There are different types of brand alliances, such as the following: joint promotions, sponsorships and sponsorships; and Co-branding.   Co-branding is a way of approaching the consumer through an agreement in which a single product or service is associated with more than one brand. On the other hand, there are different versions of the different co-branding strategies. However, in the present study one of the strategies proposed by Tom Blackett and Bob Boad (2001) will be used. This is the strategy based on the endorsement of values, in it one of the brands is intended to include endorsement of the values and brand positioning of one of the partners or both. His choice is due to the fact that this strategy is the least used by companies. Many authors even measure the success or failure of co-branding based only on certain partial criteria such as the operational one. / Trabajo de investigación

In recent years, the fashion industry has set off a trend of co-branding, and co-branding has become a unique marketing strategy for major brands to obtain benefits. However, there are potential risks when brands are selecting joint partners. The literature in this paper addresses both the positive effects of co-branding and how it is viewed from a business and customer perspective related to customer loyalty. Besides, previous researches on how to correctly select joint partners have not been explored in the collected literature. Therefore, the purpose of this study is to provide a deeper understanding of the strategy of choosing partners for brands from a negative aspect under the current trend of brand cooperation，and to propose relevant implications through case analysis. The research method used in this paper is qualitative research by conducting case studies and four focus groups. The findings indicate that communication and connection are the basis for two brands to having success. Furthermore, the enterprise needs to evaluate and estimate the capabilities of the partners by analyzing the external environment and opportunities. Besides, with the help of co-brand partners, brands can make up for their shortcomings and work together to achieve the expected goal.

In a competitive environment, ensuring to provide high quality can be considered as one of the key objectives of the organizations. For guaranteeing that, the firms should communicate efficiently regarding quality, in order to influence the consumers´ perception towards quality. A high perception of quality requires a strong brand, which should guide the consumers in their choice and let them to refuse the competitors. Among the different strategies that can be put in place by the firms, co-branding is a joint strategy that is trying to combine the value of both brands in a synergy effect. Ingredient branding is a type of branding that entails the use of a component from one brand in a product of another brand, moreover these stimuli that are influencing the consumers´ behaviour. This stimulus will impact the quality perception of the brand and the consumers´ willingness of choosing the brand, therefore the brand would be preferred to other brands and make the consumer be loyal to the host brand. This study was conducted by employing a quantitative approach based on an experimental design with a focus on the automotive industry. A survey was distributed among students and young professionals, which are considered as actual or prospective car buyers. A total of 116 responses contributed to the sample of this research. The findings show that an ingredient brand with high perceived quality can increase the perceived quality of the host brand and that the increased quality of the host brand can lead to brand loyalty.

Esta tesis estudia cómo la afinidad de producto y la afinidad de marca, en una estrategia de co-branding, afectan la preferencia del consumidor. Mediante un análisis de regresión se comprueba que ambas influyen de manera estadísticamente significativa sobre la preferencia del consumidor. Se investiga, también, la interacción entre la afinidad de producto y la afinidad de marca y se comprueba que no existe evidencia estadística que lo confirme. Si bien la afinidad de producto y la afinidad de marca afectan de forma significativa a la preferencia por separado, no existe interacción manifiesta entre ellas. Finalmente, se comprueba qué afecta más a la preferencia, la afinidad de producto o la afinidad de marca. Se mide su importancia relativa y se concluye que la afinidad de producto tiene un peso relativo mayor en la preferencia que la afinidad de marca / The purpose of this thesis is to investigate the relationship that product fit and brand fit have with consumer preference in co-branding. Product combinations were determined by whether they fit or not using the input from 60 subjects, through surveys. Then, brand combinations were designed based on the input from another set of 60 subjects who decided which brands from those product combinations fit and which did not fit. Four final combinations were formed. The combinations included products and brands that fit, products that fit with brands that did not fit, products that did not fit with brands that fit and products with brands that did not fit. A final questionnaire was distributed to 178 university students to find the preferences on the four combinations. Then, through a conjoint analysis it was possible to find the relationship between product and brand fit and consumer preference. The results revealed that both, product and brand fit, significantly influence consumer preference. It also indicates that the effect of product fit on preference is greater than the effect of brand fit. Finally, the results did not support the expectation that there would be an interaction effect between product and brand fit.