Co-branding and brand loyalty: higher education institutions perspective

Barbara Mróz-Gorgoń, Roman Kozel, Mateusz Grzesiak

Abstract


There are various strategies for creating brands. One of the branding strategies, i.e. the strategy of creating a brand in the minds of consumers, is the brand alliance, or co-branding. Co-branding is a kind of marketing agreement established to combine several brands. The aim of the article is to present the issue of co-branding and to determine the relationship between loyalty to the brand and the strategy of co-branding on the example of universities. The article is based on the analysis of the subject literature and presents the results of the authors’ original study.

Keywords


co-branding, brand, universities, brand loyalty

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DOI: http://dx.doi.org/10.17951/h.2018.52.5.47-56
Date of publication: 2019-05-10 10:46:36
Date of submission: 2018-05-07 13:46:09


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Copyright (c) 2019 Barbara Mróz-Gorgoń, Roman Kozel, Mateusz Grzesiak

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