StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Co-Branding in the Fashion Industry - Dissertation Example

Cite this document
Summary
This dissertation investigates the phenomenon of co-branding in the fashion industry. Thus, it is mentioned that co-branding is extremely common in the fashion industry whereby one often finds collaborations between fashion designers and individuals or corporations…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER92.8% of users find it useful
Co-Branding in the Fashion Industry
Read Text Preview

Extract of sample "Co-Branding in the Fashion Industry"

Download file to see previous pages

This study sought to investigate this assumption and in so doing, identify the determinants of successful versus unsuccessful co-branding ventures in the fashion industry.The question cited in the above was explored through a critical review of the literature and a survey of consumer opinion. The literature review, spread over two chapters, found that co-branding has the potential to significantly contribute to increased revenues for both of the partner firms and can enhance their respective market presence and visibility.

On the downside, however, the findings of the literature review suggested that the greater majority of co-branding ventures failed and negatively reflected upon both of the partner brands. Within the context of the stated, the study focused on the identification of the reasons for failure. The literature review identified several causal factors, the most important of which was partner reputation. A company's market reputation determined consumer perceptions of it and, thus, its market performance.

Brands which were identified as untrustworthy and unreliable were not likely to perform well on the market and were further found to negatively impact upon partners within the context of a co-branding venture.The primary data supported the findings of the literature review. The study adopted a quasi experimental approach in which the factor of partner reputation was manipulated. The consumer survey showed that brands with a positive reputation were likely to suffer were they to ally themselves with a brand with a negative reputation, while that with the negative reputation was likely to benefit from partnership with a brand with a positive reputation.

Total Words: 11,440Table of Contents iiDeclaration iAcknowledgements iiiAbstract vTable. The purpose of this dissertation is to examine the impact of alliances among private organizations on people's perceptions of the impact of the pairings on attitudes toward the organizations. There is a marketing emphasis in this research that seeks to understand how people's perceptions of an organization are affected when it partners with another organization to pursue joint goals. The theoretical basis of this study draws upon the concept of brand alliances, or co-branding.

A significant part of the dissertation will be devoted to a comprehensive review of the literature and to the process of precisely conceptualizing brand alliances in private organizations. This study is aimed at introducing brand alliances and examining their positive features, and also at identifying risks that organizations take in choosing other organizations with which to partner. Limited research is available on consumer perceptions of brand alliances in the private sector. Consequently, this dissertation research is exploratory in nature, seeking to identify issues that may arise and make suggestions regarding how they can be addressed.

Organizations survive in part upon their reputations, embodied in the public perception of them. A business organization that sells a product- relies on the public perception of the quality of its product for sales. This includes visions of the quality of management, the reliability of its service guarantees, and the perception that the company stands behind its product.

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Co-Branding in the Fashion Industry Dissertation”, n.d.)
Co-Branding in the Fashion Industry Dissertation. Retrieved from https://studentshare.org/business/1510095-co-branding-in-the-fashion-industry
(Co-Branding in the Fashion Industry Dissertation)
Co-Branding in the Fashion Industry Dissertation. https://studentshare.org/business/1510095-co-branding-in-the-fashion-industry.
“Co-Branding in the Fashion Industry Dissertation”, n.d. https://studentshare.org/business/1510095-co-branding-in-the-fashion-industry.
  • Cited: 0 times

CHECK THESE SAMPLES OF Co-Branding in the Fashion Industry

Price Difference Depends on the Brand in Fashion

Various products in the fashion industry have different prices depending on the value that people attach to specific brands.... Price differences in the fashion industry depend on the value attached to brands by consumers.... This paper aims at studying the impact that brands have on prices in the fashion industry.... This essay therefore aims at studying the impact of branding in the fashion industry on prices of commodities and services in fashion....
9 Pages (2250 words) Research Paper

Clever Marketing for Luxury Goods in the Fashion Industry

The essay "Clever Marketing for Luxury Goods in the fashion industry" concerns the clever fashion marketing.... It first looked into the number of years that the number of years by which the latter are working as members of the marketing industry within the luxury fashion industry.... It first looked into the number of years that the number of years by which the latter are working as members of the marketing industry within the luxury fashion industry....
16 Pages (4000 words) Essay

The Relationship between the Consumers Need for Uniqueness and Purchase Perception of Fast Fashion Co-Brands

hellip; This research will begin with the statement that the fashion industry has seen much of partnership between fast fashion and designer fashion brands launching a special co-branded line, recognized at “fast fashion co-branding”.... Co-branding in Fast Fashion: The Impact of Consumers' Need for Uniqueness on Purchase Perception Co-branding in Fast Fashion: The Impact of Consumers' Need for Uniqueness on Purchase Perception Introduction the fashion industry has seen much of partnership between fast fashion and designer fashion brands launching a special co-branded line, recognized at “fast fashion co-branding”....
2 Pages (500 words) Essay

Swatch Company Analysis

uyer power in the fashion sector of the market is quite significant since what is fashionable today may not be as fashionable tomorrow without innovation or staying power with new trends (St.... The case study "Swatch Company Analysis" has some interesting positions for the company and is useful for understanding the watch industry as it is in present times.... The company has changed the structure of the industry in the past and there is no reason why it could not do the same again....
6 Pages (1500 words) Case Study

Analysis of Swatch Company

in the fashion world, an established design house may certainly launch a branded watch under the name of the design house (TATA, 2004).... nbsp; … Watchmaking and developing means of telling and measuring time have been an industry that has formed the basis of our civilization as it has gone from the mechanical age to the digital age.... nbsp;  A watch can be a multifunction utility device, a fashion statement or a symbol of wealth and in similar terms, the industry itself has been segmented into various zones that produce watches based on their niche or mainstream markets....
8 Pages (2000 words) Case Study

Understanding and Implementation of Co-Branding

The "Understanding and Implementation of co-branding" proposal focuses on developing a clear understanding of the theoretical concepts related to branding, highlight the research methodology suitable for the project, and evaluate the pros and cons of co-branding....
10 Pages (2500 words) Thesis Proposal

Better Consumer Experiences with Second-Hand Fashion: Self Image Improvement

The direction of where the market leading economies headed will facilitate the definition of the environment which the second-hand industry operates.... Europe was the hub of agrarian and industrial revolutions during which the textile industry was established as one of the economic leaders.... Following periods of reductions in industrial production across Europe and the textile industry explored the opportunity presented by second-hand products despite strict regulations in the movement of such products....
15 Pages (3750 words) Literature review

Advertising in the Fashion Industry

This paper "Advertising in the fashion industry" is an annotated bibliography that discussed such works as “Narrative and Persuasion in Fashion Advertising”, “Brand Communities in Fashion Categories using Celebrity Endorsement”, “How Advertising Influences Consumption Impulses”, etc.... McQuarrie in their work “Narrative and Persuasion in Fashion Advertising” analyze fashion advertisements to demonstrate how narrative transportation can be used to persuade consumers in the fashion industry....
17 Pages (4250 words) Annotated Bibliography
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us