Add to ORKGThe research is dedicated to filling up the gap in the brand alliance literature as the managerial perspective of brand alliance formation is analyzed. The existence of differences between practical approaches towards brand alliance formation is conceptualized and empirically investigated based on the analysis of surveys of 140 marketing managers. As a result, two distinct brand alliance formation strategies are described and compared: "brand alliance formation as tactics" and "brand alliance formation as a strategy"
Marketing alliances are ubiquitous in today's markets and are highly relevant for companies. However...
Marketing alliances are ubiquitous in today's markets and are highly relevant for companies. However...
In this communication, we conceptualize the value creation process in brand alliances through an app...
Brand alliance has emerged in the last two decades as a form of cooperation between two or more esta...
In today’s business world where the competition between brands is fierce and theresources to meet co...
Brand alliances, which involve intentionally presenting two or more brands together, appear in many ...
Market conditions pose a considerable challenge for companies as they face the need to create value....
The article presents the results of the analysis of three main strategies included in the brand mana...
The main objective of the paper is to show how resources, both inside and outside the firm, are com...
This paper addresses management issues of brand alliances as part of a scientific organisation´s mar...
Brand allianees are more widespread than current aeademie research would seen to suggest, and the re...
The objective of the research is to put in evidence the interorganizational dynamics of brand allian...
Brand allianees are more widespread than current aeademie research would seen to suggest, and the re...
Co-branding or brand alliance, refers to a wide range of cooperations between two or more brands whi...
Co-branding or brand alliance, refers to a wide range of cooperations between two or more brands whi...
Marketing alliances are ubiquitous in today's markets and are highly relevant for companies. However...
Marketing alliances are ubiquitous in today's markets and are highly relevant for companies. However...
In this communication, we conceptualize the value creation process in brand alliances through an app...
Brand alliance has emerged in the last two decades as a form of cooperation between two or more esta...
In today’s business world where the competition between brands is fierce and theresources to meet co...
Brand alliances, which involve intentionally presenting two or more brands together, appear in many ...
Market conditions pose a considerable challenge for companies as they face the need to create value....
The article presents the results of the analysis of three main strategies included in the brand mana...
The main objective of the paper is to show how resources, both inside and outside the firm, are com...
This paper addresses management issues of brand alliances as part of a scientific organisation´s mar...
Brand allianees are more widespread than current aeademie research would seen to suggest, and the re...
The objective of the research is to put in evidence the interorganizational dynamics of brand allian...
Brand allianees are more widespread than current aeademie research would seen to suggest, and the re...
Co-branding or brand alliance, refers to a wide range of cooperations between two or more brands whi...
Co-branding or brand alliance, refers to a wide range of cooperations between two or more brands whi...
Marketing alliances are ubiquitous in today's markets and are highly relevant for companies. However...
Marketing alliances are ubiquitous in today's markets and are highly relevant for companies. However...
In this communication, we conceptualize the value creation process in brand alliances through an app...