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

Abstract

The goal of this research is to explore the relationship between focal brand characteristics and brand alliance engagement with different types of partners. First, the theories are reviewed and the assumption about the role of brand-level factors in brand alliance engagement is justified. Second, the classification of potential brand alliance partners is developed according to their position in the business ecosystem. Third, a set of metrics to characterize brand as a resource is identified. Afterwards, the relationship between chosen brand characteristics and brand alliance engagement with different types of partners is explored on 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; - the model, describing the firm’s alliance behavior depending on focal brand characteristic, is created; - directions for further research and practical implications are presented.