Year: 2007
Type: article
Abstract: Co-branding can be a win-win strategy to help drive sales, develop brand images, and save marketing or advertising cost in the restaurant industry. Despite the increasing attention in co-branding, the relationship between co-branding, consumer satisfaction, and brand loyalty remains largely unexplored. Therefore, this study aims to examine the effect of co-branding on customer satisfaction, which in turn leads to brand loyalty in restaurants in Korea. The result indicates that some types of co-branding (i.e., price benefits and post-purchase services) can be an effective marketing strategy that allows restaurants to construct customer satisfaction and brand loyalty.
Authors: Woo Gon Kim, Soojin Lee, Hae Young Lee
Language: English
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W1967708111