文章基本信息

标题：Revisiting the Issues of Co-Branding
本地全文：下载
作者：Nur Syuhaada Kharil Anuar ; Izhar Hafifi Zainal Abidin ; Azlina Samsudin 等
期刊名称：Jurnal Intelek
印刷版ISSN：1675-9885
电子版ISSN：2231-7716
出版年度：2021
卷号：16
期号：2
页码：11-19
DOI：10.24191/ji.v16i2.391
语种：English
出版社：Universiti Teknologi MARA
摘要：In the maturing Malaysian market environment, co-branding is becoming a more common type of growth strategy. Despite being a scheme that could drive companies dedicated to it, some problems emerged tainting the scheme's original goals. Via searches in online databases such as ScienceDirect, Scopus, SpringerLink, and ProQuest ABI/ INFORM Collection, this paper identified related studies published between 1994 and 2019. This search strategy yielded 22 literatures that meet the conclusion requirements. Four patterns of co-branding issues in the hospitality industry which are management, marketing, product and service, and customer were found using content analysis.
关键词：Co-Branding;Consumer;Hospitality;Issues;Management