While considerable research attention has been given to co-branding (brand alliance), empirical evidence of the success drivers remains fragmented with inconclusive findings. This meta-analysis aims synthesize existing and provide a comprehensive generalisable set It integrates data 197 effect sizes from 37 independent studies reported in 27 articles. The findings reveal that relationship betwe...

This research discusses about Akad Syirkah Mudharabah Ayam Geprek Sa'i conducted between the brand owner and capital owner, where agreement is an alliance that uses a profit-making system with aim of conducting business activity fast food restaurant culinary business. In there are also weaknesses cause problems in its implementation, including vagueness arrangement rights obligations for partie...

Co-branding is often used by managers to reinforce the image of their brands. In this paper, we investigate when a brand’s image is reinforced or impaired as a result of co-branding, and which partner is right for a firm that considers co-branding for image reinforcement. We address these issues by examining the effects of co-branding on attribute uncertainty of partner brands. We conceptualize...

Whilst the word brand is used widely in marketing, it is a word which has multiple meanings, and can not be clearly defined. This lack of any clear definition presents significant problem in brand theory, creating confusions and significant problems in the way in which research is formulated and undertaken. The paper examines the use of term in the study of brand equity and brand personality, a...

For any simple connected graph $G=(V,E)$, a defensive alliance is a subset $S$ of $V$ satisfying the condition that every vertex $vin S$ has at most one more neighbour in $V-S$ than it has in $S$. The minimum cardinality of any defensive alliance in $G$ is called the alliance number of $G$, denoted $a(G)$. In this paper, we introduce a new type of alliance number called $k$-strong alliance numb...

To stand up for the brands they support, members of brand communities develop “oppositional brand loyalty” towards other rival brands. This study identifies how the interaction characteristics of brand community affect the perceived benefits of community members, and whether the perceived benefits cause members to develop community commitment, as well as the relationship between community commi...

concerns the working alliance, commonly defined as the emotional bond established in the therapeutic dyad, and the agreement between client and therapist concerning the goals of therapy and the tasks required to achieve them (Bordin 1979; Hatcher and Barends 2006). The strength of the working alliance is a consistent predictor of outcome in psychotherapy, with stronger alliance predicting bette...