Brand linkages: winners, losers and how to measure these

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dc.contributor.authorNhedzi, Abyshey
dc.contributor.authorOverton-de Klerk, Nina
dc.contributor.authorBester, Tim
dc.date.accessioned2016-12-02T09:55:11Z
dc.date.available2016-12-02T09:55:11Z
dc.date.issued2016
dc.description.abstractBrand owners constantly seek strategies to improve their brand’s popularity. One such strategy is to seek a co-operative relationship with another brand, termed a “brand linkage”. This study represents one of the first attempts at empirical and experimental research on brand linkages in a South African marketing communication environment. One such brand linkage between Engen (a fuel service station) and Woolworths (a speciality food retailer) is examined. Results showed that awareness of the brand linkage did have a marked effect on the overall rating of Engen. Implementing a pretest–posttest control group design, results also showed that there were statistically significant differences between pre- and post-intervention ratings of Engen (the host brand) for the groups that were exposed to a campaign depicting the brand linkage. The research provides practitioners with a measuring instrument that can be replicated easily and provides insight for marketers on leveraging the value of brand linkages.en_ZA
dc.description.versionPublisher's versionen_ZA
dc.identifier.citationNhedzi, A., Overten-de Klerk, N., & Bester, T. (2016). Brand linkages: winners, losers and how to measure these. Communitas, 21, 59-72.en_ZA
dc.identifier.issn1023-0556 (print)
dc.identifier.issn2415-0525 (online)
dc.identifier.urihttp://hdl.handle.net/11660/5147
dc.identifier.urihttps://dx.doi.org/10.18820/24150525/
dc.language.isoenen_ZA
dc.publisherDepartment of Communication Science, University of the Free Stateen_ZA
dc.rights.holderDepartment of Communication Science, University of the Free Stateen_ZA
dc.subjectBrand linkageen_ZA
dc.subjectBrand linkage campaignen_ZA
dc.subjectBrand ratingsen_ZA
dc.subjectBrand relationshipsen_ZA
dc.subjectStakeholdersen_ZA
dc.subjectCard scoring methodsen_ZA
dc.subjectPretest-posttest control group designen_ZA
dc.titleBrand linkages: winners, losers and how to measure theseen_ZA
dc.typeArticleen_ZA
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