KOREASCHOLAR

CO-BRANDING FOR PROTOTYPICAL LUXURY BRANDS: CONCEPTUALISATION AND HYPOTHESES DEVELOPMENT

Aaron Lim, Ian Phau
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/298865
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
p.695
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper examines the phenomenon of co-branding in the context of luxury lifestyle co-brands. Specifically, it seeks to understand the viability of co-branding as a market strategy for prototypical luxury brands launching co-branded lifestyle products with other luxury brands. This study contributes to the co-branding literature by providing a perspective on the use of co-branding as a brand strategy for prototypical luxury brands.

Keyword
co-brandingluxury brandingprototypicalitybrand managementbrand strategy
Author
  • Aaron Lim(Curtin University, Australia)
  • Ian Phau(Curtin University, Australia)