Zeszyt naukowy - całość - Wydział ZarzÄ dzania i Ekonomiki Usług

286Magdalena Grębosz7,006,005,004,945,825,184,003,002,001,000,00Fig. 3. The evaluation of brand loyalty by customersSource: own elaboration.The results proved that the perceived quality of co-branded product ishigher than perceived quality of single brand even if this brand is paired withlow brand equity partner brand as well as that the level of brand loyalty ishigher for co-branded product in case of co-operation of two high-equity brandsand high and low equity brands than in case of single high equity brand. Theresults of this research confirmed the conclusions of the research realised byJ.H. Washburn, B.D. Till and R. Priluck, and L.C. Ueltschy and M. Laroche’a.ConclusionsZielona Budka Zielona Budka-Wedel Zielona Budka-TerravitaEven the creation of strong brand requires today the continues developmentand research of the new possibilities of growth. Co-branding gives this opportunities.The analysis of the results of different international research as well asthe own experiences show that co-branding products are better perceived by thecustomers.The analysis of the results of presented research proved that co-branding increasesconsumers’ evaluations of the partner brands’ customer-based brandequity. Consequently thanks to the application of co-branding strategy, thecompanies can improve the image of one or the other partners brands and signalgreater quality perceived by customers as well as increase the level of the brandloyalty.