Standard

Analysis of practical approaches towards brand alliance formation. / Muravskii, Daniil ; Baranova, Elizaveta .

2016. 259-261 Abstract from Emerging markets conference, Санкт-Петербург, Russian Federation.

Research output: Contribution to conference › Abstract › peer-review

Harvard

Muravskii, D & Baranova, E 2016, 'Analysis of practical approaches towards brand alliance formation', Emerging markets conference, Санкт-Петербург, Russian Federation, 6/10/16 - 8/10/16 pp. 259-261.

APA

Muravskii, D., & Baranova, E. (2016). Analysis of practical approaches towards brand alliance formation. 259-261. Abstract from Emerging markets conference, Санкт-Петербург, Russian Federation.

Vancouver

Muravskii D, Baranova E. Analysis of practical approaches towards brand alliance formation. 2016. Abstract from Emerging markets conference, Санкт-Петербург, Russian Federation.

Author

Muravskii, Daniil ; Baranova, Elizaveta . / Analysis of practical approaches towards brand alliance formation. Abstract from Emerging markets conference, Санкт-Петербург, Russian Federation.3 p.

BibTeX

@conference{5717209284264d91968a6c507bc89ed5,
title = "Analysis of practical approaches towards brand alliance formation",
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",
author = "Daniil Muravskii and Elizaveta Baranova",
note = "Muravskii D. V. Analysis of practical approaches towards brand alliance formation / D. V. Muravskii, E. Baranova // GSOM emerging markets conference. - 2016. - P. 259-261. ; null ; Conference date: 06-10-2016 Through 08-10-2016",
year = "2016",
language = "English",
pages = "259--261",
url = "http://gsom.spbu.ru/files/a_1/abstract_s_book_gsom_em_conference_2016.pdf",

}

RIS

TY - CONF

T1 - Analysis of practical approaches towards brand alliance formation

AU - Muravskii, Daniil

AU - Baranova, Elizaveta

N1 - Muravskii D. V. Analysis of practical approaches towards brand alliance formation / D. V. Muravskii, E. Baranova // GSOM emerging markets conference. - 2016. - P. 259-261.

PY - 2016

Y1 - 2016

N2 - 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".

AB - 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".

KW - brand alliances

KW - managerial practices

KW - co-branding

UR - http://gsom.spbu.ru/files/a_1/abstract_s_book_gsom_em_conference_2016.pdf

M3 - Abstract

SP - 259

EP - 261

Y2 - 6 October 2016 through 8 October 2016

ER -

ID: 9362473