EconPapers    
Economics at your fingertips  
 

The role of brand characteristics in brand alliance engagement with different types of partners: An exploratory study

E. B. Samuylova, D. V. Muravskii, Maria Smirnova () and Olga Alkanova ()

No 833, Working Papers from Graduate School of Management, St. Petersburg State University

Abstract: 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.

Keywords: brand alliances; co-branding; brand equity; Eco-systems (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
https://dspace.spbu.ru/handle/11701/833

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sps:wpaper:833

Access Statistics for this paper

More papers in Working Papers from Graduate School of Management, St. Petersburg State University Contact information at EDIRC.
Bibliographic data for series maintained by Lena Manaeva ().

 
Page updated 2021-07-28
Handle: RePEc:sps:wpaper:833