Coulibaly, Mantiaba - Université Paris-Dauphine (Paris IX) - 2008
The main objective of this communication is to propose an analytical framework for the study of brand alliances in … using a network perspective. Indeed, the research upon brand alliances has been mainly focused on the impacts of such … organizational side of brand alliances (Vaidyathan and Aggrawal, 2000; Bucklin and Sengupta, 1993). Theoretically, our research …