title: The role of brand characteristics in brand alliance engagement with different types of partners: An exploratory study
metadata.name: dc.contributor.author
metadata.value: Samuylova, E. B.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Muravskii, D. V.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Smirnova, Maria M.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Alkanova, O. N.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2014-02-18T09:44:04Z
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2014-03-17T05:42:28Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2014-02-18T09:44:04Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2014-03-17T05:42:28Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2012
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/833
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/833
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: Although there is plenty of work, in which co-branding is studied from the point of view of the consumer, there is a lack of empirical studies from a firm (managerial) perspective, which is important for the comprehensive understanding of co-branding. The goal of this research is to gain a better understanding of what determines the choice of brand allies and whether particular brand characteristics effect that choice. Therefore, the relationship between focal brand characteristics and brand alliance engagement with different types of partners is explored using a sample of 62 Russian and international brands. As a result, the existence of the relationship between focal brand characteristics and brand alliance engagement with different types of partners is revealed, a model, describing the firm's alliance behavior depending on focal brand characteristic is created and directions for further research and practical implications are presented.
metadata.lang: ru
metadata.name: dc.language.iso
metadata.value: English
metadata.lang: ru
metadata.name: dc.publisher
metadata.value: Graduate School of Management, Saint Petersburg State University
metadata.lang: -
metadata.name: dc.relation.ispartofseries
metadata.value: Working Paper; #8 (E)-2012
metadata.lang: -
metadata.name: dc.subject
metadata.value: brand alliances
metadata.lang: ru
metadata.name: dc.subject
metadata.value: co-branding
metadata.lang: ru
metadata.name: dc.subject
metadata.value: brand equity
metadata.lang: ru
metadata.name: dc.subject
metadata.value: Eco-systems
metadata.lang: ru
metadata.name: dc.title
metadata.value: The role of brand characteristics in brand alliance engagement with different types of partners: An exploratory study
metadata.lang: ru
metadata.name: dc.type
metadata.value: Working Paper
metadata.lang: ru
metadata.name: dc.contributor.altauthor
metadata.value: Самуйлова, Е. Б.
metadata.lang: -
metadata.name: dc.contributor.altauthor
metadata.value: Муравский, Д. В.
metadata.lang: -
metadata.name: dc.contributor.altauthor
metadata.value: Смирнова, М. М.
metadata.lang: -
metadata.name: dc.contributor.altauthor
metadata.value: Алканова, О. Н.
metadata.lang: -
resources.filename: 8(E)_2012.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/833/1/8%28E%29_2012.pdf
resources.format: Adobe PDF
resources.size: 902,84 kB