Hybrid product branding strategies for brand value creation – combining and comparing green product innovations, limited editions and co-branding - Steffl, Jonas; Ganassali, Stéphane; Emes, Jutta (The journal of product & brand management, 2024)
Keywords: Brand equity; Brand image; Brand management; Brands; Co-branding; Collaboration; Consumer attitudes; Consumers; Environmental impact; Green products; Innovations; Perceptions; Sustainability; Value creation; Willingness to pay; Green product innovation; Price value; Sustainability; Consumer brand value; Social value; Co-branding; Green brand image; Quality value; Limited edition; Emotional value