Please use this identifier to cite or link to this item: http://hdl.handle.net/11701/833
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dc.contributor.authorSamuylova, E. B.-
dc.contributor.authorMuravskii, D. V.-
dc.contributor.authorSmirnova, Maria M.-
dc.contributor.authorAlkanova, O. N.-
dc.date.accessioned2014-02-18T09:44:04Z-
dc.date.accessioned2014-03-17T05:42:28Z-
dc.date.available2014-02-18T09:44:04Z-
dc.date.available2014-03-17T05:42:28Z-
dc.date.issued2012-
dc.identifier.urihttp://hdl.handle.net/11701/833-
dc.identifier.urihttp://hdl.handle.net/11701/833-
dc.description.abstractAlthough 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.ru
dc.language.isoEnglishru
dc.publisherGraduate School of Management, Saint Petersburg State University-
dc.relation.ispartofseriesWorking Paper; #8 (E)-2012-
dc.subjectbrand alliancesru
dc.subjectco-brandingru
dc.subjectbrand equityru
dc.subjectEco-systemsru
dc.titleThe role of brand characteristics in brand alliance engagement with different types of partners: An exploratory studyru
dc.typeWorking Paperru
dc.contributor.altauthorСамуйлова, Е. Б.-
dc.contributor.altauthorМуравский, Д. В.-
dc.contributor.altauthorСмирнова, М. М.-
dc.contributor.altauthorАлканова, О. Н.-
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