Brand chemistry: what makes co-branding strategies work?
Tuveri, Luca (A.A. 2024/2025) Brand chemistry: what makes co-branding strategies work? Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 73. [Master's Degree Thesis]
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Abstract/Index
Theoretical foundations I: co-branding and strategic alliances. Defining co-branding: concepts and typologies. Strategic objectives and expected benefits. Determinants of co-branding success and failure. Case-based reflections from existing literature. Theoretical foundations II: customer engagement and brand dynamics. Understanding customer brand engagement. Antecedents of brand engagement in digital and co-branded contexts. Consequences of engagement in co-branding strategies. Empirical study. Testing the chemistry of co-branding. Research design and methodology.
References
Bibliografia: pp. 70-72.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Product & brand management |
| Thesis Supervisor: | Cardamone, Ernesto |
| Thesis Co-Supervisor: | D'Aniello, Alba |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 18 Mar 2026 15:06 |
| Last Modified: | 18 Mar 2026 15:06 |
| URI: | https://tesi.luiss.it/id/eprint/45164 |
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