6 Slutsats
6.5 Förslag till vidare forskning
Trots att den här studien skapar mer förståelse kring co-branding inom modebranschen finns det, baserat på givna resultat och antaganden, anledning att vidare utforska ämnet. Först och främst kan två studier, där en har konsumenters perspektiv som främsta prioritet, och det andra företagens perspektiv som prioritet, utveckla förståelsen för ämnet. Modebranschen har under de senaste åren upplevt en utveckling av lågpris- och lyxvarumärken i kombination med en ny typ av konsument. En intressant studie skulle därför kunna vara att fastställa ett detaljerat schema när dessa skeden som avsevärt påverkat modebranschen ägde rum. Till skillnad från en kvalitativ studie hade det även varit intressant att applicera en kvantitativ metod på de föreslagna studierna för att få mer kvantifierbar data vilket skulle kunna komplettera den här studiens resultat med ytterligare en dimension. Att även specificera faktorer som kort och lång sikt skulle skapa ett djup kring frågeställningen om co-brandings påverkan på brand equity.
Avslutningsvis anser författarna att det finns möjlighet att utveckla antalet experter med, till exempel, en större geografisk spridning för att undersöka kulturella skillnader mellan olika länder. Detta skulle resultera i säkrare resultat och därmed en högre träffsäkerhet för att kunna jämföra resultaten med tidigare publicerad forskning och teorier.
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Experter
Beckman, Magnus (2018-05-01) Lewenhaupt, Lotta (2018-04-20) Parment, Anders (2018-05-03) Radon, Anita (2018-04-30) Sundberg, Göran (2018-04-18) Zethraeus, Adrian (2018-04-25) Östberg, Jacob (2018-04-30)95
Bilaga -
Mall för intervjuerVilket inflytande kan ett samarbete ha på lågprisvarumärken och lyxvarumärken?
• Hur påverkas brand equity dimensionerna?
• Vilka faktorer ligger bakom valet av samarbetspartner? • Vilka motiv kan det finnas det för att ingå i ett samarbete? • Vilka faktorer ligger bakom valet av samarbetspartner? • Kan samarbeten hjälpa varumärken att växa?
Vilka långsiktiga effekter har denna typ av förbindelse på inblandade aktörer i modebranschen?
• Faktorer som skapar ett framgångsrikt samarbete? • Vad avgör varaktigheten?
• Kan samarbeten i längden tappa attraktionskraft?
• Vad kan och har hänt inom modebranschen som kan påverka samarbeten? • Hur har konsumentbeteenden, livsstilar och populärkultur påverkat samarbeten? • Hur ser framtiden ut för samarbeten?