The Effect of Co-branding Strategy on Impulse Purchase Intention and Attitudes towards Parent Brands in Chinese Sneaker Industry
Co-branding strategy has been an attractive approach for business and brands to expand their business and to obtain more customer awareness. Within the fashion industry, sneaker brands are also building alliances with other types of brands frequently. Due to the low availability of certain co-brande...
| Main Author: | |
|---|---|
| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2020
|
| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/62030/ |