The Dataset of "The Implication of Co-Branding Strategy and Maximizing Brand Prestige's Role in The Food and Beverage Industry"

Published: 24 June 2024| Version 1 | DOI: 10.17632/dsmx9wdw7w.1
Eliana Sandy Yuliaji


Co-branding is a growing strategy high-end food and beverage businesses use to enter new markets. Based on signaling theory, this study aims to identify the customer response to the implications of co-brand strategy and brand prestige on perceived quality and purchase choice. This research takes a quantitative approach, gathering a sample of 116 respondents of Starbucks Ready to Drink’s consumers using a non- probability sampling strategy. SmartPLS was used to analyze the data.


Steps to reproduce

This study uses a quantitative approach with a non-probability sampling method. With a few modest adjustments, scale measurements were created using prior research findings, tailoring each measurement to the specific setting under investigation. The Likert scale included seven points.


Research Article