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Search: subject:"brand alliance"
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Brand management
22
Markenführung
21
Strategic alliance
17
Strategische Allianz
17
Brand alliance
11
Consumer behaviour
11
Konsumentenverhalten
11
Brand image
10
Markenimage
10
Brand
4
Co-branding
4
International marketing
4
Internationales Marketing
4
Markenartikel
4
brand alliance
4
Advertising effects
2
Brand fit
2
Cross-border strategic brand alliance
2
Designation of origin
2
Herkunftsbezeichnung
2
Hotel industry
2
Hotellerie
2
Ingredient branding
2
Interfirm cooperation
2
International business cooperation
2
Internationale Unternehmenskooperation
2
Sportmarketing
2
Sports marketing
2
Synergie
2
Synergy
2
Werbewirkung
2
Alliance integration
1
Analytical modeling
1
Associations
1
Asymmetric brand alliance
1
Asymmetry
1
Attitude toward a brand
1
Attitude toward fit in a cause–brand alliance
1
Attitudes
1
Attribution
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26
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research-article
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English
23
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Cao, Zixia
2
Lee, Jin Kyun
2
Vaidyanathan, Rajiv
2
Yan, Ruiliang
2
Aggarwal, Praveen
1
Ahn, Taesoo
1
Bowman, Douglas
1
Brigitte de Faultrier, Professor
1
Brown, Brian P.
1
Castellano, Sylvaine
1
Chang, Hua
1
Charry, Karine
1
Chatterjee, Rabikar
1
Chen, Chien-Wei
1
Cheng, Zhang
1
Choi, Tsan-Ming
1
Chow, Pui-Sze
1
Demoulin, Nathalie T. M.
1
Edmondson, Diane R.
1
Grégoire, Yany
1
Guang, Tian
1
Guo, Xinyu
1
Henderson, Conor M.
1
Johnson, Jean
1
Kalafatis, Stavros P.
1
Kang, Juhee
1
Khelladi, Insaf
1
Kim, Kyung-Min
1
Kim, Pielah
1
Koschmann, Anthony
1
Kurtuldu, Günay
1
Kwon, Wi-suk
1
Lafferty, Barbara A.
1
Lee, Byung-Kwan
1
Lee, Ki-young
1
Lee, Sangwon
1
Lee, Wei-Na
1
Lien, Nai-Hwa
1
Lim, Chi Lo
1
Mariadoss, Babu John
1
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Journal of business research : JBR
3
Industrial marketing management : the international journal for industrial and high-tech firms
2
Journal of Business Research
2
Asia Pacific journal of marketing and logistics
1
European Sport management quarterly : ESMQ
1
International Journal of Retail & Distribution Management
1
International journal of advertising : the review of marketing communications
1
International journal of nonprofit & voluntary sector marketing
1
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
1
International journal of value chain management : IJVCM
1
International marketing review
1
Journal of Business & Industrial Marketing
1
Journal of hospitality and tourism insights
1
Journal of international trade & commerce
1
Journal of marketing
1
Journal of retailing and consumer services
1
Journal of travel research : a quarterly publication of the Travel and Tourism Research Association
1
Marketing Letters
1
Marketing intelligence & planning
1
Marketing letters : a journal of research in marketing
1
The journal of business strategy
1
The service industries journal
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ECONIS (ZBW)
21
RePEc
3
Other ZBW resources
2
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date (oldest first)
1
Engaging allies for better or worse : investigating the relationship between multiple-brand alliances and persuasion knowledge
Muravskii, Daniil
;
Smirnova, Maria
;
Muravskaia, Snezhana
- In:
International journal of advertising : the review of …
41
(
2022
)
7
,
pp. 1282-1313
Persistent link: https://www.econbiz.de/10013417496
Saved in:
2
Evaluations of international brand alliances
Kurtuldu, Günay
;
Okumuş, Abdullah
- In:
International journal of value chain management : IJVCM
12
(
2021
)
2
,
pp. 107-132
Persistent link: https://www.econbiz.de/10012595090
Saved in:
3
When cause familiarity leads to positive attitudes toward brands in a cause-
brand
alliance
: a cross-cultural study during the COVID-19 pandemic
Vessal, Saeedeh Rezaee
;
Partouche, Judith
;
Khelladi, Insaf
- In:
International marketing review
40
(
2023
)
5
,
pp. 1245-1262
Persistent link: https://www.econbiz.de/10014470118
Saved in:
4
Complementary or congruent? : the effect of hosting Tesla charging stations on hotels' revenue
Qian, Lixian
;
Cheng, Zhang
- In:
Journal of travel research : a quarterly publication of …
62
(
2023
)
3
,
pp. 663-684
Persistent link: https://www.econbiz.de/10014245640
Saved in:
5
International higher education
brand
alliance
: the role of brand fit and world-mindedness
Kim, Kyung-Min
;
Nobi, Benjamin
;
Lee, Sangwon
;
Milewicz, Chad
- In:
Asia Pacific journal of marketing and logistics
34
(
2022
)
2
,
pp. 418-435
Persistent link: https://www.econbiz.de/10013163340
Saved in:
6
Asymmetric brand alliances : when joint promotions with strong brands hurt
Vaidyanathan, Rajiv
;
Aggarwal, Praveen
- In:
Journal of business research : JBR
141
(
2022
),
pp. 213-228
Persistent link: https://www.econbiz.de/10013167969
Saved in:
7
Failed synergy from
brand
alliance
: what Volvo learned in China?
Guo, Xinyu
;
Meng, Yan
;
Xiong, Jie
- In:
The journal of business strategy
43
(
2022
)
4
,
pp. 257-266
Persistent link: https://www.econbiz.de/10013392241
Saved in:
8
Affective factors influencing responses to international brand alliances
Shi, Tiebing
;
Guang, Tian
;
Tu, Zhiling
;
Lim, Chi Lo
- In:
Marketing intelligence & planning
40
(
2022
)
5
,
pp. 656-670
Persistent link: https://www.econbiz.de/10013393510
Saved in:
9
The color of support : the effect of sponsor-team visual congruence on sponsorship performance
Henderson, Conor M.
;
Mazodier, Marc
;
Sundar, Aparna
- In:
Journal of marketing
83
(
2019
)
3
,
pp. 50-71
Persistent link: https://www.econbiz.de/10012175992
Saved in:
10
Consumer evaluations of service co-branding
Chen, Chien-Wei
;
Lien, Nai-Hwa
- In:
The service industries journal
38
(
2018
)
13/14
,
pp. 995-1016
Persistent link: https://www.econbiz.de/10011962032
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