Data Set- The Effect of Co-Branding and Brand Prestige on Perceived Quality and Purchase Decisions

This study examines the influence of co-branding and brand prestige on perceived quality and their impact on purchase decisions. This study contributes to the marketing literature by using the co-branding and brand prestige variable to see its effect on perceived quality and purchase decisions in the beverage industry context. The study contributes to the knowledge of managerial practice by highlighting the importance of co-branding strategy and brand prestige, which shapes the consumer's perceived quality, and illustrating its impact on consumer purchase decisions. This study provides insights into a brand alliance that the right co-branding strategy and brand prestige can create a consumer purchase decision.