Abstract:
"Brands have been collaborating over a decade. In dynamic competitive markets and
complex environments businesses are always exploring nonconventional, innovative
branding approaches to cater to overcharging marketplaces as well as increasing
demand of consumers. Co-branding can be further briefly summarized as synergism
of brands, with the intention of responding to fast changing marketplace is a widely
practiced method. Co-branding is widely discussed as a brand alliance strategy.
Sri Lanka is inclusive with globally recognized fashion designers and brands which
can conduct successful co-branding practices, yet no evidence of successful cobranding examples known in Sri Lanka. The aim of this study focuses on identifying
the factors affecting co-branding decision made among Sri-Lankan fashion brands.
This research will provide insights of a powerful recommendation system based on
data analytics. A comprehensive model was built to understand the robust factors an
organization consider when forming a brand collaboration strategy. As an
Interpretivism (philosophy), inductive (approach) study. The strategy of this research
can be defined as case study and the choice is mono method qualitative. Semi
structured interviews for 10 fashion experts who are experienced in co-branding
practices were conducted to obtain primary data.
This research explores the art and science between Co-branding and fashion industry.
Based on the primary data findings and supported with secondary research,
conceptual framework is constructed on four main variables. The findings of the
research unveiled those four major factors are considered by brands to form a brand
alliance. Furthermore, based on the current research findings, an inclusive insightful
set of recommendations are offered for local fashion brands and future researchers. "
