title: Brand alliances in contemporary marketing theory
metadata.name: dc.contributor.author
metadata.value: Muravskii, Daniil V.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Smirnova, Maria M.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2017-07-05T12:46:37Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2017-07-05T12:46:37Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2017-03
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Muravskii D. V., Svirnova M. M. 2017. Brand alliances in contemporary marketing theory. Vestnik of Saint Petersburg University. Management, 2017, vol. 16, issue 1, pp. 33–68.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/11701/spbu08.2017.102
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/6709
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The article presents the main approaches to the definition and study of brand alliances, and the modern state of the respected field of studies is characterized. The terms “brand alliance” and “cobranding” are compared, the scope and place of the brand alliance concept in marketing theory are described. It has been demonstrated that the basis for the study of this phenomenon is a joint presentation of two or more brands to the consumer, but depending on the context of research the formation of brand alliances can be analyzed as a branding tool of marketing alliance creation or a brand strategy. These results contribute to the scientific discussion by addressing gaps in the given field of knowledge, which are related to its fragmented nature and the need to establish a universal terminological apparatus. On the basis of the conducted analysis the topical issues in the field of brand alliances study have been allocated. The analysis of brand alliances is associated with its development and further consolidation of its place as an integral part of marketing science.
metadata.lang: en_GB
metadata.name: dc.description.sponsorship
metadata.value: This study was supported by St Petersburg State University, research project No. 16.23.1846.2015 "Creating a Sustainable Advantage in the Context of a Developing Market: Organizational, Network and Marketing Abilities of Russian Companies".
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 16; Issue 1
metadata.lang: -
metadata.name: dc.subject
metadata.value: brand alliances
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: co-branding
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: strategic alliances
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: marketing alliances
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Brand alliances in contemporary marketing theory
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 03-Muravsky.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/6709/1/03-Muravsky.pdf
resources.format: Adobe PDF
resources.size: 416,07 kB