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

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.