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Title: Brand loyalties in designer luxury and fast fashion co-branding alliances
Authors: Shen, B
Choi, TM 
Chow, PS
Keywords: Luxury fashion
Brand loyalty
Brand alliance management
Issue Date: 2017
Publisher: Elsevier
Source: Journal of business research, 2017, v. 81, p. 173-180 How to cite?
Journal: Journal of business research 
Abstract: Fast fashion brands, such as H & M, have co-branding projects with designer luxury brands. However, how the brand loyalties of the associated brands theoretically affect the co-branding's performance is largely unknown. Motivated by the observed industrial practices, we build a formal analytical model to examine the impacts of brand loyalty on revenues in luxury and fast fashion co-branding. The commonly adopted schemes in industry such as the profit sharing scheme, fixed-royalty scheme and mergers scheme are examined to investigate the brand performance. It is analytically found that the associated brands would perform best under the mergers scheme. This implies that the internal cooperation within a big group is the most desirable strategy for co-branding. Moreover, we provide the analytical evidence that fast fashion brands should work with well-known luxury fashion brands for brand alliance.
Description: Mystique of Luxury Brands (MLB) Conference, Shanghai, People's Republic of China, 2016
ISSN: 0148-2963
EISSN: 1873-7978
DOI: 10.1016/j.jbusres.2017.06.017
Appears in Collections:Journal/Magazine Article

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