Revisiting the issues of co-branding / Nur Syuhaada Kharil Anuar ... [et al.]
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, Sco...
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| Main Authors: | , , , , |
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| Format: | Book |
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Universiti Teknologi MARA, Perlis,
2021-08.
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| Subjects: | |
| Online Access: | Link Metadata |
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| Summary: | 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 works of literature 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. |
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| Item Description: | https://ir.uitm.edu.my/id/eprint/69373/1/69373.pdf |