Co- brand Strategy, Based on Customers' Attitude in Laptop, Cell phone and Automobile Products

Subject Areas : Jounal of Marketing Management

E.  Shahtahmasbi ¹ (دکتری مدیریت بازاریابی بین الملل، دانشگاه تربیت مدرس، تهران)
Kh.  Nesaei ² (دکتری مدیریت بازاریابی بین الملل، دانشگاه تربیت مدرس، تهران)

Received: 2015-10-01 Accepted : 2015-10-01 Published : 2015-09-23

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Abstract :

Co- brand can be a special symptom for customers that current studies pay less attention to it, especially in strategic industry same as automobile. This study was conducted to studying the Customers' attitudes and expectations about co brand in some important aspect such as pricing, responsibility, reputation and brand choice. In this study, the descriptive- analytical method and questionnaire was used. The study population was 370 numbers of management and industrial engineering students of Tehran's universities. The special innovation of the research has been examining the brand naming for co-brand products. The validity of questionnaire was formal validity and reliability was examined by Cranach's alphawhich was 0.822. As a result, using the products with co-brand is a good way for strengthening the brand among customers for brands partners and also for showing the functional and quality power of main brand's products. Partnership in cell phone is convenient in some aspects such as fitness, completeness and rationalities now. Moreover, more reputation is the most important factor for selecting the main brand. On the other hand, in branding is strongly emphasized to focus on identifying the partner companies in the naming of co-brand's product.