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Customer Behaviours towards Co-Branded Products of the Textile Industry

Grębosz M., Otto J.

Fibres & Textiles in Eastern Europe

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2014

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Vol. 22, no. 2 (104)

13--18

EN

Companies from the textile sector seek new methods of market expansion and increasing brand value. These methods include brand extension, brand licensing, acquisition of patent rights and co-branding, that is the strategy of double branding products when two distinct partner brand names are used on one product. Different studies show that the influence of co-branding on the behaviour of the consumer and their perception of products is high. For the authors, it was important to demonstrate the impact of co-branding on customer preferences concerning textile products for the example chosen. The aim of the research was to identify behaviours of consumers from the Lodz Voivodeship (Poland) when a co-branding strategy is used. As was proved in the study, the consumers give priority to a co-branded textile product in relation to a classic textile product. However, at the same time, those consumers do not give priority to a more expensive co-branded textile product in relation to the classic textile product. As was also proved in the study, the preferences of different groups of customers are not the same and the demographic, socio-professional and geographical characteristics of customers influence their behaviour towards the example of a co-branded textile product.

PL

W obecnej sytuacji rynkowej przedsiębiorstwa z branży odzieżowej poszukują nowych metod rozwoju rynku i wzrostu wartości marki. W tym celu wykorzystują m.in. rozszerzenie marki, licencjonowanie marki oraz co-branding, czyli strategię podwójnego znakowania produktów. Analiza wyników badań prowadzonych na świecie dowodzi pozytywnego wpływu co-brandingu na zachowania konsumentów. Dla autorki, istotne było wykazanie wpływu strategii co-brandingu na preferencje konsumentów wobec produktów z branży odzieżowej. Analiza wyników badań prowadzonych przez autorkę dowodzi pozytywnego wpływu zastosowania strategii co-brandingu na zachowania konsumentów, potwierdzając tym samym, iż konsumenci preferują co-brandingowe produkty odzieżowe. Jednocześnie jak wynika z przeprowadzonych analiz, konsumenci chętniej wybierają tańsze produkty klasyczne w przypadku zastosowania wyższych cen produktów co-brandingowych. Analiza wyników badań dowiodła także, iż stopień wpływu co-brandingu zależy od cech demograficznych, społeczno-zawodowych oraz geograficznych konsumenta.

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Co-branding. Koncepcja i uwarunkowania rozwoju

Grębosz M.

Zeszyty Naukowe. Rozprawy Naukowe / Politechnika Łódzka

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2013

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Z. 479

1--294

EN

The presented dissertation is concerned with the issues of co-branding strategy. Concerning the ever-changing market conditions, the application of the strategy when two or more brands endorse each other in the marketplace seems extremely important for the brands transition and development. The main objective of this work is to present a comprehensive concept of co-branding strategy and its critical analysis, to identify consumers’ attitudes towards co-branded products, to characterise the implementation and realisation conditions of co-branding strategy and to create the tool for the partner brand selection. The dissertation structure, layout and content are closely related to this aim and corresponding two main research hypotheses. The monograph consists of four chapters. The purpose of the first chapter is to present the concept of brand perception in existing marketing theories and to systematize and explain selected notions in the field of brand management. The second chapter presents the concept of co-branding with its critical analysis. The co-branding strategy, and its classifications, are presented in line with the other forms of cooperation recognized in brand management. The benefits and risks of the co-branding strategy are also analysed. The concept of co-branding has been evaluated in the light of theories derived from economics, sociology, psychology, management and marketing. The fit problem of the brand images, equities and values is also discussed. The issues of co-branding strategy implementation and realization in practice are analysed in the third chapter. The results of empirical studies conducted in 2011 on the sample of 50 companies, which operated in minimum 3 European countries and realized co-branding strategy for 3 years, are presented. The analysis of the research results helped to evaluate the benefits of co-branding strategy and proved this strategy allows to obtain a competitive advantage by strengthening the cooperating brands. The assessment tool of potential partner brands for co-branding strategy, using the analysis of 35 factors representing eight categories, is proposed in this chapter. The purpose of the fourth chapter is an analysis of consumer attitudes towards co-branded products. In Polish literature, there is no empirical verification of the co-branding impact on consumer behaviour. Therefore, it was important to perform research on a representative sample of 1000 consumers. The analysis allowed for the positive evaluation of consumer preferences for co-branded products. This dissertation has resulted in two important contributions. From a theoretical standpoint, it has contributed to co-branding strategy concept and has provided a better understanding of brand development possibilities thanks to the co-branding strategy application. From the substantive standpoint, it has shed light on the co-branding strategy implementation and realisation and the partners’ brand selection process as well on the attitudes of Polish consumers towards co-branded products. This information can be useful for managers to understand how to implement co-branding strategy and what outcomes can be expected.

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Co-branding - motywy, efekty oraz charakterystyka współpracy przedsiębiorstw w świetle badań empirycznych

Grębosz M.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Łódzka

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2009

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z. 45

5-17

PL

W artykule poruszona została problematyka zawierania aliansów pomiędzy firmami na przykładzie co-brandingu. Co-branding wyraża się w strategicznej współpracy dwóch firm, uwzględniającej ich interesy, a efektem co-brandingu jest stworzenie nowego produktu/usługi, wykraczającego poza indywidualny obszar działania, kompetencje i możliwości partnerów. W artykule przedstawione zostały wyniki badań empirycznych przeprowadzonych w 2009 roku wśród międzynarodowych firm realizujących strategię co-brandingu. Przeanalizowane zostały zarówno motywy i efekty realizacji co-brandingu, jak również problematyka doboru partnerów, ich współpracy oraz wzajemnej oceny.

EN

Nowadays, brands management is the basis of a company's marketing activities. An effective brand must reach consumers and be accepted by them. Co-branding is a cooperation of two or more brands in one product or service which is supported by partners brands. Co-branding allows reinforcement of two brands through their cooperation. In the paper the results of empirical research concerning the reasons and effects of the ingredient co-branding strategy by selected companies are presented. This paper presents also the results of empirical studies on the characteristic of cooperation between co-branding partners as well on the evaluation of teamwork.