KOREASCHOLAR

CO-BRANDING STRATEGIES OF INTERNATIONAL ENTREPRENEURIAL VENTURES: A SOCIAL MEDIA PERSPECTIVE

Sara Fraccastoro, Mika Gabrielsson, Per Servais
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422152
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.190-191
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

By using signaling theory, we shed light on how international entrepreneurial ventures co-brand with international players by leveraging multichannel approaches involving social media platforms. The contribution to signaling theory within international marketing literature is multi-fold.

Keyword
Industrial co-brandingSocial MediaSignaling TheoryInternational Entrepreneurial VenturesB2b Marketing
Author
  • Sara Fraccastoro(University of Eastern Finland, Finland)
  • Mika Gabrielsson(University of Eastern Finland, Finland)
  • Per Servais(Linnaeus University, Sweden)