Relevant bibliographies by topics / BRAND ALLIANCES

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'BRAND ALLIANCES'

Author: Grafiati
Published: 4 June 2021
Last updated: 27 July 2025

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Journal articles on the topic "BRAND ALLIANCES"

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Newmeyer, Casey E., and Julie A. Ruth. "Good times and bad: responsibility in brand alliances." European Journal of Marketing 54, no. 2 (2020): 448–71. http://dx.doi.org/10.1108/ejm-02-2018-0140.

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Purpose Marketing managers have strategic choices when forming brand alliances. One such choice is integration, defined as the extent to which the offering is a fusion in the form and function of the partner brands. The paper aims to investigate how integration affects consumer attribution of responsibility to brand alliance partners. Design/methodology/approach This paper builds on the previous study on brand alliances and attribution theory. Multiple experiments are used to test three hypotheses. Findings This research shows that consumers are sensitive to the level of alliance integration,
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Bleijerveld, Jeroen F. J., Dwayne D. Gremler, and Jos G. A. M. Lemmink. "Service alliances between unequals: the apple does not fall far from the better tree." Journal of Service Management 26, no. 5 (2015): 807–22. http://dx.doi.org/10.1108/josm-06-2015-0183.

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Purpose – Brand alliances take various forms, yet academic research has not investigated how value spillovers differ between partners. The purpose of this paper is to address psychological mechanisms to uncover consumers’ perceptions of a service alliance when a strong service brand partners with a weak one. Design/methodology/approach – An experiment used a 2 (perceived value of parent brand X: high vs low)×2 (perceived value of parent brand Y: high vs low)×2 (alliance contribution: equal vs unequal) full-factorial between-subjects design. Findings – Service alliance value is maximal when bot
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Mishra, Sanjay, Surendra N. Singh, Xiang Fang, and Bingqing Yin. "Impact of diversity, quality and number of brand alliance partners on the perceived quality of a new brand." Journal of Product & Brand Management 26, no. 2 (2017): 159–76. http://dx.doi.org/10.1108/jpbm-05-2015-0873.

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Purpose Co-branding is popular with partnerships between well-known and new brands. In a laboratory study, this paper aims to examine the effects of a single ally and multiple allies on quality perception of a brand. The results suggest that the quality perception of the new brand depends on the co-branding strategy. Design/methodology/approach For dual-brand alliances, a single-factor design was used, with secondary brand quality level (high, medium and low) as the independent variable. Three advertisements were created by manipulating quality levels of the single partner. For multiple-brand
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Norman, Andrew T. "Exploring Product Fit And Brand Fit In Brand Alliances: Establishing The Role Of Categorization Processes." Journal of Business & Economics Research (JBER) 15, no. 1 (2016): 5–14. http://dx.doi.org/10.19030/jber.v15i1.9853.

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The marketing strategy of brand alliance has received considerable attention in marketing literature. A significant factor in the study of how consumers process brand alliances is the concept of “fit”. Specifically, it has been shown that consumers evaluate the extent to which the brands and products in a brand alliance are congruent. While the concept of fit has been addressed in brand alliance research, little is known about what fit really is. This paper seeks to establish the processes by which consumers make evaluations of both product and brand fit. Based on a review of the relevant lite
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Tsai, Chung-Ju, Tzong-Ru (Jiun-Shen) Lee, Szu-Wei Yen, and Per Hilletofth. "Operational process stages of brand alliances." European Business Review 27, no. 4 (2015): 389–408. http://dx.doi.org/10.1108/ebr-04-2014-0038.

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Purpose – The purpose of this research is to investigate how companies in the reinforcing bar industry and the construction industry operate and implement brand alliances. Design/methodology/approach – This research uses a qualitative interview survey and the grounded theory method to extract key factors of brand alliance development and management in the targeted industries. The interview survey included six managers from different construction companies in Taiwan. Findings – This research identifies four common firm-level operational process stages (core categories) of brand alliances includ
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Bravo, Rafael, Leif E. Hem, and José M. Pina. "From Online to Offline Through Brand Extensions and Alliances." International Journal of E-Business Research 8, no. 1 (2012): 17–34. http://dx.doi.org/10.4018/jebr.2012010102.

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This paper studies the expansion of an online brand towards an offline product category through brand extensions and alliances. Specifically, it analyses the effects on the online brand image as a consequence of this expansion, and it analyses them under different conditions of image and fit. An empirical study was conducted to 407 undergraduates in a Spanish University, and data are analyzed through multivariate analysis of variance. Main results lead us to conclude that: (1) the effects of extensions and alliances are mainly negative on the online brand image, (2) the impact is focused speci
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Newmeyer, Casey E., Efua Obeng, and John Hulland. "Joining forces for doing good: getting the international cause-alliance right." International Marketing Review 37, no. 5 (2019): 829–39. http://dx.doi.org/10.1108/imr-04-2019-0122.

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Purpose Drawing on the brand alliance, cause marketing and corporate social responsibility literatures, the authors introduce the notion of international cause alliances. The authors conceptualize international cause alliances as strategic partnerships between international causes and for-profit companies with the stated purpose of raising funds for the cause. Beyond signaling that companies are socially responsible, international cause alliances may also help companies increase brand awareness or expand into new markets. Because international cause alliances take many forms and differ in the
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Mohan, Mayoor, Kevin E. Voss, Fernando R. Jiménez, and Bashar S. Gammoh. "Corporate brands as brand allies." Journal of Product & Brand Management 27, no. 1 (2018): 41–56. http://dx.doi.org/10.1108/jpbm-01-2016-1080.

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Purpose The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance scenarios involving a corporate brand, a product brand ally and a focal product brand; a total of 33 corporate brands were represented. Results were estimated using a three-stage least squares model. Findings Consumers’ evaluations of a focal brand were enhanced when a corporate brand name associated with a pro
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Iqbal, Dr Muhammad Nawaz. "The Influence of Corporate Social Responsibility on Corporate Alliance Brand Value: A Study on Bancassurance Services in Pakistan." Foundation University Journal of Business & Economics 7, no. 2 (2022): 61–69. http://dx.doi.org/10.33897/fujbe.v7i2.679.

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Existing theories on corporate values in Pakistan rarely discuss the factors influencing brand value under corporate alliances. This research will identify the factors influencing corporate social responsibility on corporate alliance brand values. The rationale of this research is to drive implications for corporate alliance brand values in Bancassurance services. The study has been conducted on Bancassurance services sector of Pakistan, including banking and Insurance professionals as interviewees. A qualitative methodology has been adopted for this research. Ten interviews have been conducte
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Rao, Akshay R. "Strategic brand alliances." Journal of Brand Management 5, no. 2 (1997): 111–19. http://dx.doi.org/10.1057/bm.1997.37.

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Dissertations / Theses on the topic "BRAND ALLIANCES"

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Hao, Wei (Andy). "Brand Alliances: An Examination of Partner Brand Selection in a Congruence Paradigm." Kent State University / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=kent1215441240.

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James, David Owen. "Consumer evaluations of brand alliances." Thesis, Henley Business School, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.340727.

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Hao, Wei. "Brand alliances an examination of partner brand selection in a congruence paradigm /." [Kent, Ohio] : Kent State University, 2008. http://etd.ohiolink.edu/view.cgi?acc_num=kent1215441240.

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Thesis (Ph.D.)--Kent State University, 2008.<br>Title from PDF t.p. (viewed Sept. 21, 2009). Advisor: Michael Hu. Keywords: brand alliance, consumer ethnocentrism, integrated congruence, partner brands Includes bibliographical references (p. 98-110).
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Kalligiannis, Konstantinos. "An investigation of potential brand inconsistencies within airline strategic alliances." Thesis, Cranfield University, 2009. http://hdl.handle.net/1826/4062.

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The globalisation and deregulation in the air transport industry has resulted in a rapid and massive increase in competition. As a consequence, major airlines around the world have responded by forming strategic global alliances in order to be able to compete effectively on a global basis. Airline brand managers of the airlines participating in these alliances now have the additional responsibility to undertake a task that would have seemed almost impossible a few years before; to promote under a single global brand, very distinctive airline brands. This is further complicated with the subdivi
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PINELLO, Cinzia. "Brand Alliances: a Network Perspective with application to the fashion industry." Doctoral thesis, Università degli Studi di Palermo, 2021. http://hdl.handle.net/10447/499045.

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Kakeesh, Dana. "The impact of strategic airlines alliances on brand management practices : the case of Royal Jordanian Airlines in Oneworld Alliance." Thesis, University of York, 2016. http://etheses.whiterose.ac.uk/13050/.

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The trend over several decades towards the creation of global brand alliances in the highly competitive airline industry is likely to persist. However, few academic studies consider how such horizontal brand alliances have been achieved and even fewer analyse their creation and maintenance from an individual company’s perspective. Furthermore, current studies are largely derived from a western management perspective: little work has been done in the Arab world or the Arabian airlines apart from recent studies of Gulf carriers. This thesis adds to this small body of work by examining Royal Jord
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Carter, Larry Lee Jr. "Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit." Thesis, Virginia Tech, 2002. http://hdl.handle.net/10919/31864.

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This research examines the growing phenomenon of cross-border brand alliances and the potential factors that influence consumersâ attitudes toward these alliances. Building on an existing framework, it establishes country of origin fit as a new variable that influences consumer attitudes toward brand alliances and examines its relationship with brand fit under various conditions of brand familiarity. The results of two studies replicate previous research findings and demonstrate a new relationship between country of origin fit and brand fit in predicting consumer attitude towards cross-bor
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Gudmundsson, Oskar, and Joel Leteus. "Challenging coopetitive branding alliances : a study on how coopetitive branding affects consumers’ brand image." Thesis, Högskolan Kristianstad, Avdelningen för ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-18248.

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The increased competitive intensity in several global markets has encouraged firms which traditionally compete, to also collaborate with each other, that is coopetitive branding alliances. Coopetitive branding has, to the best of our knowledge, not been researched from a consumer perspective.Does this mean that consumers remain unaffected when two competitors all of a sudden also collaborate?The purpose of this thesis is to explore how consumers’ brand images can be affected by firms’coopetitive branding strategies. With support from existing alliance literature and an empirical studycomprised
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Quamina, Osei-Tutu La Toya. "Consumer perceptions of corporate brand alliances in crisis : an investigation of negative spill over effects." Thesis, Kingston University, 2017. http://eprints.kingston.ac.uk/41950/.

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Brand alliance, or co-branding, is a strategic brand management strategy involving short-term and or long-term cooperative marketing activities between two or more individual brands. Research on brand alliances demonstrates that co-branding creates an interdependent relationship that is beneficial to the individual brands in the partnership. Although brand alliances represent a viable business opportunity for both brands, it is an inherently risky strategy. In a brand partnership, a negative event involving one brand can potentially spill over to the partner brand, as well to the co-branded pr
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Jaolis, Ferry. "La relation franchisé-marque : une contribution stratégique dans la gestion de la relation franchise." Electronic Thesis or Diss., Aix-Marseille, 2017. http://www.theses.fr/2017AIXM0140.

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Introduire la marque, dans le cadre des relations de la franchise peut se révéler efficace si les pratiques du franchiseur pour influencer les décisions des franchisés se révèlent inefficaces. Cette recherche explore et examine la qualité de la relation franchisé-marque comme un médiateur de la relation entre les bénéfices de la marque perçus par le franchisé et leurs comportements de citoyenneté de marque. Une phase qualitative a été conduite, suivie par une analyse quantitative où un modèle conceptuel a été testé par des équations structurelles (PLS-SEM). L’enquête par questionnaire a été ré
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Books on the topic "BRAND ALLIANCES"

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Darby, Mark. Alliance Brand. John Wiley & Sons, Ltd., 2006.

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Rao, Akshay R. Brand alliances as information about unobservable product quality. Marketing Science Institute, 1997.

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Rao, Akshay R. Brand alliances as information about unobservable product quality. Marketing Science Institute, 1997.

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Kunitzky, Ron. Partnership marketing: How to grow your business and transform your brand through smart collaboration. J. Wiley & Sons Canada, 2011.

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Tom, Blackett, Boad Bob, and Interbrand (Firm), eds. Co-branding: The science of alliance. Macmillan Business, 1999.

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Akçay, Ediz. Using Multiple Case Study Design and Thematic Analysis in NVivo to Analyze Value Co-Creation in Brand Alliances. SAGE Publications Inc., 2023. http://dx.doi.org/10.4135/9781529669305.

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Darby, Mark, ed. Alliance Brand. John Wiley & Sons, Inc., 2012. http://dx.doi.org/10.1002/9781119208990.

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Tom, Blackett, Boad Bob, and Interbrand (Firm), eds. Co-branding: The science of alliance. St. Martin's Press, 1999.

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Darby, Mark. Alliance Brand. Wiley & Sons, Incorporated, John, 2006.

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Darby, Mark. Alliance Brand: Fulfilling the Promise of Partnering. Wiley & Sons, Limited, John, 2015.

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Book chapters on the topic "BRAND ALLIANCES"

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Rao, Akshay. "Brand Alliances." In Brands and Brand Management. Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-5.

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Lieven, Theo. "Brand Gender and Brand Alliances." In Brand Gender. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-60219-6_10.

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Ind, Nicholas. "Mergers, De-mergers and Strategic Alliances." In The Corporate Brand. Palgrave Macmillan UK, 1997. http://dx.doi.org/10.1057/9780230375888_8.

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Itschert, Jörg, and Rehan ul-Haq. "A New Brand of International Banking Alliance." In International Banking Strategic Alliances. Palgrave Macmillan UK, 2003. http://dx.doi.org/10.1057/9781403937629_2.

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Itschert, Jörg, and Rehan ul-Haq. "Alliance of the Augurs as Jointly Acting Brand Leaders." In International Banking Strategic Alliances. Palgrave Macmillan UK, 2003. http://dx.doi.org/10.1057/9781403937629_6.

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Gammoh, Bashar S., Kevin E. Voss, and Xiang Fang. "Multiple Brand Alliances: A Portfolio Diversification Perspective." In Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10864-3_27.

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Itschert, Jörg, and Rehan ul-Haq. "The Birth of the Shared Myth: The Possible Nucleus of a Shared Brand." In International Banking Strategic Alliances. Palgrave Macmillan UK, 2003. http://dx.doi.org/10.1057/9781403937629_4.

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Chujian, Wang. "Study on the Forming Mechanism of Brand Alliances Based on the Brand Community." In Communications in Computer and Information Science. Springer Berlin Heidelberg, 2011. http://dx.doi.org/10.1007/978-3-642-23993-9_29.

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Chujian, Wang. "Risk Identification Based on Strategic Steps of Brand Alliances." In Communications in Computer and Information Science. Springer Berlin Heidelberg, 2011. http://dx.doi.org/10.1007/978-3-642-23993-9_53.

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Carter, Larry L. "Consumer Attitude Towards Cross-Border Brand Alliances: The Roles of Brand Fit, Country of Origin Fit and Brand Familiarity." In Marketing, Technology and Customer Commitment in the New Economy. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11779-9_88.

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Conference papers on the topic "BRAND ALLIANCES"

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Khmelkova, Natalya, Alexander Agenosov, Anastasia Rudanina, and Maria Vekhova. "Co-Branding as Assemblage: Assemblage Theory, and Brand Alliances in the Digital Era." In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-64.

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The article outlines the contours of a new methodology in the study of co-branding, based on M. DeLanda’s theory of assemblages, developed in line with the cutting edge of modern philosophical thought: object-oriented ontology. It is demonstrated that the relevance of its development is linked to the changes in brand alliance practices occurring under the influence of globalisation and digitalisation processes. Transformations characteristic to merging brands, and related to both their rise in number and diversification were proven to be part of a more global tendency towards the complication
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Zhou, Fangyu, Zuraidah Sulaiman, Adaviah Mas’od, and Nornajihah Nadia Hasbullah. "The impact of spillover effect and ethnocentrism on brand equity matching in fast fashion alliances." In Proceedings of the 3rd International Conference on Public Management, Digital Economy and Internet Technology, ICPDI 2024, September 6–8, 2024, Jinan, China. EAI, 2024. https://doi.org/10.4108/eai.6-9-2024.2353665.

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Furdui, Veronica. "Comparative study on country brands promotion policies of Central and Eastern Europe." In 4th Economic International Conference "Competitiveness and Sustainable Development". Technical University of Moldova, 2022. http://dx.doi.org/10.52326/csd2022.03.

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In the context of a globalized world, nations compete with each other for resources and alliances that could establish and enhance their competitive advantage. Nation branding is considered a major tool for the creation and leverage of competitive advantages of nations. In the time of political and economic changes in Central and Eastern European countries, an efficient nation brand creation represent a solution to correct and change negative image, that can determine the development and sustainability of country competitiveness.
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Gamarra-Olortegui, Alexa, Josehp Hernández-López, Francisco Jesús Paredes León, and Mercy Evelyn Angulo-Contejana. "Using ZMET to explore brand awareness of creative entrepreneurship trade fairs." In 21st LACCEI International Multi-Conference for Engineering, Education and Technology (LACCEI 2023): “Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development”. Latin American and Caribbean Consortium of Engineering Institutions, 2023. http://dx.doi.org/10.18687/laccei2023.1.1.1153.

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Sime-Monzón, Melany, Bladimir Raúl Quispe-Cervantes, Miguel Humberto Panez-Bendezu, and Jorge Alberto Vargas-Merino. "Digital marketing and consumer behaviour of the Uber brand in Peru." In 21st LACCEI International Multi-Conference for Engineering, Education and Technology (LACCEI 2023): “Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development”. Latin American and Caribbean Consortium of Engineering Institutions, 2023. http://dx.doi.org/10.18687/laccei2023.1.1.1117.

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Matta-Acosta, Jerami Giusappi, Cristian Armando Rios-Lama, Miguel Humberto Panez-Bendezú., and Jorge Alberto Vargas-Merino. "Brand recognition management. Approaches and perspectives. A systematic review from 2012-2022." In 21st LACCEI International Multi-Conference for Engineering, Education and Technology (LACCEI 2023): “Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development”. Latin American and Caribbean Consortium of Engineering Institutions, 2023. http://dx.doi.org/10.18687/laccei2023.1.1.310.

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Valle Colchao, Manuel, Elian Karpt Margarita López Escobedo, and Patricia Barinotto Roncal. "Influence of social networks on the brand positioning of Linda Shoes, Trujillo-Peru." In 21st LACCEI International Multi-Conference for Engineering, Education and Technology (LACCEI 2023): “Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development”. Latin American and Caribbean Consortium of Engineering Institutions, 2023. http://dx.doi.org/10.18687/laccei2023.1.1.266.

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Castañeda Nassi, Jose Alfredo, Patricia Ismary Barinotto Roncal, Adita Mileni Vásquez Alzamora, and Luz María Rojas Montero. "Influence of Green marketing on the brand image of the company Aguafiel. Trujillo, 2022." In 21st LACCEI International Multi-Conference for Engineering, Education and Technology (LACCEI 2023): “Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development”. Latin American and Caribbean Consortium of Engineering Institutions, 2023. http://dx.doi.org/10.18687/laccei2023.1.1.939.

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Xueting, Wang, Guo Jiangzhen, and Ma Jianqiang. "Chinese Enterprise Brand Innovation Alliance Strategy." In 2013 6th International Conference on Information Management, Innovation Management and Industrial Engineering (ICIII). IEEE, 2013. http://dx.doi.org/10.1109/iciii.2013.6703212.

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Tao, Yu-Hui, Lisa Y. Chen, and KeWei Covi Dai. "The Influence of Cross-Border Brand Alliance on Attitude of Consumers: A Conceptual and Structural Model Perspective." In 2012 Annual SRII Global Conference (SRII). IEEE, 2012. http://dx.doi.org/10.1109/srii.2012.109.

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Reports on the topic "BRAND ALLIANCES"

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Ton, Giel, Jodie Thorpe, Dominic Glover, et al. Dispositions Towards the Living Wage Proposition: Baseline Report of the Rainforest Alliance Living Wage Strategy Evaluation. Institute of Development Studies, 2024. http://dx.doi.org/10.19088/ids.2024.002.

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This paper reflects on the changes induced by modifications in the Rainforest Alliance certification system that require wage transparency from plantation owners, a comparison with the local living wage benchmark, and a wage improvement plan. The paper synthesises the findings of four case studies in Brazil, Colombia, Indonesia, and Kenya, covering plantations of coffee, bananas, and tea. It finds that the socio-technological proposition is highly contested in the sector. Certification holders fear the costs of the wage improvement plans without credible long-term commitments from downstream f
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