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on Intellectual Property Rights |
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Issue of 2022‒04‒11
two papers chosen by Giovanni Ramello Università degli Studi del Piemonte Orientale “Amedeo Avogadro” |
| By: | Aurélie Hemonnet-Goujot (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - UTLN - Université de Toulon - AMU - Aix Marseille Université, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université); Pierre Valette-Florence (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, UGA INP IAE - Grenoble Institut d'Administration des Entreprises - UGA - Université Grenoble Alpes - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - UGA - Université Grenoble Alpes) |
| Date: | 2022–02 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-03562015&r= |
| By: | Hengameh Fakhravar; Hesamoddin Tahami |
| Abstract: | Co-branding has become a widely used marketing strategy, yet little attention has been paid to its impact on a firm's stock value. Prior literature has shown that using a co-branding strategy properly helps firms leverage the brand value and equity. We discussed the theoretical foundations and main accomplishments of prior studies. We developed a conceptual framework and hypothesis to close the existing research gap in the topic of interest. We argued that co-branding event announcement generates positive abnormal returns in the stock market. Furthermore, we investigated the moderating impact of co-branding structure on the relation between co-branding event announcements and abnormal returns. We claimed that higher co-branding integration, greater co-branding exclusivity, and longer co-branding duration generate a greater positive abnormal return for the partnering firms. |
| Date: | 2022–02 |
| URL: | http://d.repec.org/n?u=RePEc:arx:papers:2202.07128&r= |