Co-branding and brand loyalty

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. © 2007 by The Haworth Press, Inc. All rights reserved.