Analysis of Practical Approaches towards Brand Alliance Formation

Daniil Muravskii () and Elizaveta Baranova

No 8683, Conference Papers from Graduate School of Management, St. Petersburg State University

Abstract: 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".

Keywords: brand alliances; managerial practices; co-branding; marketing managers; analysis; strategies (search for similar items in EconPapers)
Date: 2016
New Economics Papers: this item is included in nep-ipr
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