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Modern branding – new strategy of the influence on consumers


Natalyya Khmelykova, Anatoliy Alabugin, Sergey Nikolaev, Aleksandr Muradov
(about the authors)

Khmelykova Natalyya Vladimirovna –

Alabugin Anatoliy Alekseevich –

Nikolaev Sergey Dmitrievich –

Muradov Aleksandr Vladimirovich –

Published in:
Creative Economy
– № 7 / July, 2010



Keywords: co-branding, combined branding, consumers attitude toward product, consumers conduct, transfer of the consumers associations


Citation:
Natalyya Khmelykova, Anatoliy Alabugin, Sergey Nikolaev, Aleksandr Muradov (2010). Modern branding – new strategy of the influence on consumers. Creative Economy, 4(7), 94-101. — url: http://bgscience.ru/com/lib/408


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Abstract:

The article shows the transformation mechanism of consumers conduct in co-branding based. The me-chanism is based on transition of consumers associations towards one company to the product (brand) of the other company. The research of the mobile phone co-brands AdidasSamsung and МТСHuawei supports the author’s approach supported.







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