nep-ipr New Economics Papers
on Intellectual Property Rights
Issue of 2022‒04‒11
two papers chosen by
Giovanni Ramello
Università degli Studi del Piemonte Orientale “Amedeo Avogadro”

  1. “All you need is love”. From product design value perception to luxury brand love: An integrated framework By Aurélie Hemonnet-Goujot; Pierre Valette-Florence
  2. International Co-Branding and Firms Finance Performance By Hengameh Fakhravar; Hesamoddin Tahami

  1. 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
  2. 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

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