Analysis of practical approaches towards brand alliance formation

Daniil Muravskii, Elizaveta Baranova

Research output: Contribution to conferenceAbstractpeer-review


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".
Original languageEnglish
Number of pages3
StatePublished - 2016
EventEmerging markets conference - St. Petersburg University Graduate School of Management , Санкт-Петербург, Russian Federation
Duration: 6 Oct 20168 Oct 2016


ConferenceEmerging markets conference
CountryRussian Federation
Internet address


  • brand alliances
  • managerial practices
  • co-branding


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