title: Analysis of Practical Approaches towards Brand Alliance Formation
metadata.name: dc.contributor.author
metadata.value: Muravskii, Daniil V.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Baranova, Elizaveta
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2017-11-01T09:45:51Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2017-11-01T09:45:51Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2016
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/8683
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The 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".
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: en
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St. Petersburg University Graduate School of Management
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: GSOM Emerging Markets Conference 2016;pp. 259-261
metadata.lang: -
metadata.name: dc.subject
metadata.value: brand alliances
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: managerial practices
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: co-branding
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: marketing managers
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: analysis
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: strategies
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Analysis of Practical Approaches towards Brand Alliance Formation
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Other
metadata.lang: en_GB