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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| Online Access: | Link Metadata |
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| LEADER | 00000 am a22000003u 4500 | ||
|---|---|---|---|
| 001 | repouitm_69373 | ||
| 042 | |a dc | ||
| 100 | 1 | 0 | |a Kharil Anuar, Nur Syuhaada |e author |
| 700 | 1 | 0 | |a Zainal Abidin, Izhar Hafifi |e author |
| 700 | 1 | 0 | |a Samsudin, Azlina |e author |
| 700 | 1 | 0 | |a Adzmy, Azahar |e author |
| 700 | 1 | 0 | |a Zulkornain, Luqmanul Hakim |e author |
| 245 | 0 | 0 | |a Revisiting the issues of co-branding / Nur Syuhaada Kharil Anuar ... [et al.] |
| 260 | |b Universiti Teknologi MARA, Perlis, |c 2021-08. | ||
| 500 | |a https://ir.uitm.edu.my/id/eprint/69373/1/69373.pdf | ||
| 520 | |a 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. | ||
| 546 | |a en | ||
| 690 | |a Branding (Marketing) | ||
| 655 | 7 | |a Article |2 local | |
| 655 | 7 | |a PeerReviewed |2 local | |
| 787 | 0 | |n https://ir.uitm.edu.my/id/eprint/69373/ | |
| 787 | 0 | |n https://myjms.mohe.gov.my/index.php/intelek | |
| 856 | 4 | 1 | |u https://ir.uitm.edu.my/id/eprint/69373/ |z Link Metadata |