International Co-Branding and Firms Finance Performance

Abstract

Co-branding has become a widely used marketing strategy, yet little attention has been paid to its impact on a firm's stock value. Prior literature has shown that using a co-branding strategy properly helps firms leverage the brand value and equity. We discussed the theoretical foundations and main accomplishments of prior studies. We developed a conceptual framework and hypothesis to close the existing research gap in the topic of interest. We argued that co-branding event announcement generates positive abnormal returns in the stock market. Furthermore, we investigated the moderating impact of co-branding structure on the relation between co-branding event announcements and abnormal returns. We claimed that higher co-branding integration, greater co-branding exclusivity, and longer co-branding duration generate a greater positive abnormal return for the partnering firms.