Standard

The role of brand characteristics in brand alliance engagement with different types of partners. / Самуйлова, Елена; Муравский, Даниил Владимирович; Смирнова, Мария Михайловна; Алканова, Ольга Николаевна.

2016. Реферат от Academy of Marketing Conference, Newcastle, Великобритания.

Результаты исследований: Материалы конференций › тезисы › Рецензирование

Harvard

Самуйлова, Е, Муравский, ДВ, Смирнова, ММ & Алканова, ОН 2016, 'The role of brand characteristics in brand alliance engagement with different types of partners', Academy of Marketing Conference, Newcastle, Великобритания, 4/06/16 - 7/06/16. https://doi.org/10.2139/ssrn.2242870

APA

Самуйлова, Е., Муравский, Д. В., Смирнова, М. М., & Алканова, О. Н. (2016). The role of brand characteristics in brand alliance engagement with different types of partners. Реферат от Academy of Marketing Conference, Newcastle, Великобритания. https://doi.org/10.2139/ssrn.2242870

Vancouver

Самуйлова Е, Муравский ДВ, Смирнова ММ, Алканова ОН. The role of brand characteristics in brand alliance engagement with different types of partners. 2016. Реферат от Academy of Marketing Conference, Newcastle, Великобритания. https://doi.org/10.2139/ssrn.2242870

Author

Самуйлова, Елена ; Муравский, Даниил Владимирович ; Смирнова, Мария Михайловна ; Алканова, Ольга Николаевна. / The role of brand characteristics in brand alliance engagement with different types of partners. Реферат от Academy of Marketing Conference, Newcastle, Великобритания.

BibTeX

@conference{9fcb7c08fd564b78a716bab199d58268,
title = "The role of brand characteristics in brand alliance engagement with different types of partners",
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 affect 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{\textquoteright}s alliance behavior depending on focal brand characteristic is created and directions for further research and practical implications are presented.",
keywords = "co-branding, brand alliances, Brand equity, Eco-systems",
author = "Елена Самуйлова and Муравский, {Даниил Владимирович} and Смирнова, {Мария Михайловна} and Алканова, {Ольга Николаевна}",
note = "Samuylova, E. The Role of Brand Characteristics in Brand Alliance Engagement with Different Types of Partners: An Exploratory Study [Electronic resource] / E. Samuylova, D. V. Muravskii, M. M. Smirnova, O. N. Alkanova // Graduate School of Management, St. Petersburg State University Working Papers 833. - 2016. - URL: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2242870, free. - Title from the screen.; Academy of Marketing Conference ; Conference date: 04-06-2016 Through 07-06-2016",
year = "2016",
doi = "10.2139/ssrn.2242870",
language = "English",

}

RIS

TY - CONF

T1 - The role of brand characteristics in brand alliance engagement with different types of partners

AU - Самуйлова, Елена

AU - Муравский, Даниил Владимирович

AU - Смирнова, Мария Михайловна

AU - Алканова, Ольга Николаевна

N1 - Conference code: 51

PY - 2016

Y1 - 2016

N2 - 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 affect 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.

AB - 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 affect 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.

KW - co-branding

KW - brand alliances

KW - Brand equity

KW - Eco-systems

U2 - 10.2139/ssrn.2242870

DO - 10.2139/ssrn.2242870

M3 - Abstract

T2 - Academy of Marketing Conference

Y2 - 4 June 2016 through 7 June 2016

ER -

ID: 9361989