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…

Le decisioni di co-branding: un'analisi ragionata della letteratura e nuovi percorsi di ricerca

Abstract Obiettivi. Una decisione fondamentale nell’ambito del marketing strategico riguarda l’associazione di due brand per la promozione di un unico prodotto. Per questa ragione, non sorprende che, negli ultimi decenni, gli studi internazionali abbiano ampiamente esplorato gli antecedenti della decisione di co-branding nonché le differenze in termini di risultati tra i due brand alleati. L’ampio numero di studi sul co-brand, le molteplici prospettive teoriche e approcci empirici fanno emergere l’opportunità di riassumere lo stato dell’arte sul co-brand e, facendo leva sui risultati, presentare una agenda strutturata per futuri studi. Metodologia. Sviluppiamo un’analisi sistematica della l…

Diversity & Inclusion (D&I) in management academies: state of the art and future challenges

Recent organizational literature and business practice have underscored the relevance of promoting the integration of diversity within groups and organizations, as well as of adopting an “inclusionary approach” to embrace both observable and unobservable dimensions of heterogeneity. It has been suggested that this approach is critical to unleash the potential benefits of a varied organizational environment, such as greater creativity, flexible problem solving, originality, but also participation, talent promotion and, ultimately, ethics and humanity (see Cox and Blake, 1991; Milliken and Martins, 1996; Pless and Maak, 2004). Similar to many other professional communities, the academic world…

Electronic Conference Proceedings of Sinergie - Sima Management Conference Leveraging intersections in management theory and practice, Palermo, June 10-11, 2021 University of Palermo

Electronic Conference Proceedings of Sinergie - Sima Management Conference - Extended Abstracts Leveraging intersections in management theory and practice, Palermo, June 10-11, 2021 University of Palermo