Business-to-Business Antecedents to Retail Co-Branding
Titel:
Business-to-Business Antecedents to Retail Co-Branding
Auteur:
Dahlstrom, Robert Dato-on, Mary Conway
Verschenen in:
Journal of business-to-business marketing
Paginering:
Jaargang 11 (2004) nr. 3 pagina's 1-22
Jaar:
2004-09-07
Inhoud:
Retailers are increasingly adopting strategies in which two or more brands are simultaneously made available for consumption. Although co-branding strategies are increasingly deployed, factors leading to the establishment of these co-branded outlets have not been addressed. In this paper, we characterize retail distribution systems as networks of relationships among brand owners, suppliers, local retailers, and consumers. We examine factors that the owner of a branded retail concept is likely to assess when evaluating whether to establish co-branded locations with another branded concept. In addition, we employ logic from interorganizational theory to implicate potential antecedents to co-branding. The antecedent conditions include necessity, asymmetry, reciprocity, efficiency, stability, and legitimacy. Proposition are developed to underscore the contributions that research can make to co-branding.
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