A NETWORK PERSPECTIVE ON CO-BRANDING CAMPAIGNS: EVIDENCE FROM THE FASHION INDUSTRY

Co-branding strategies have attracted increasing attention in the academic community over the last decades. Previous research privileged the analysis of co-branding campaigns by studying dyadic relationships between brands. Here, we take a network view to highlight the influence of the single companies' co-branding portfolio on partnership formation. From a theoretical perspective, the studies on co-branding analyze the process through which partner brands send a "signal" to consumers. Here, instead, we propose to look at partner selection as a process in which a signal, namely, the portfolio of previous co-branding campaigns, is sent from one brand to the others. In particular, we focus on…