The purpose of this paper is to develop a conceptual model of brand alliance applicable to the advertising. The conceptual framework is composed of three broad categories (a) brands characteristics (functional/symbolic, brand fit) (b) consumer characteristics (the need for cognition, the...

Stijn van Osselaer (1971, Ph.D. (Marketing), University of Florida 1998) is Professor of Marketing specializing in Consumer Behavior at the Rotterdam School of Management/Faculteit Bedrijfskunde of Erasmus University in Rotterdam. His research focuses on the study of basic psychological...

Stijn van Osselaer (1971, Ph.D. (Marketing), University of Florida 1998) is Professor of Marketing specializing in Consumer Behavior at the Rotterdam School of Management/Faculteit Bedrijfskunde of Erasmus University in Rotterdam. His research focuses on the study of basic psychological...

This paper assesses the impact of climate change on Indian agriculture covering a cross section of crops, seasons and regions based on existing literature. The study notes that the impact of climate change will vary across crops, regions and climate change scenarios. [ISEC Working Paper 277]....

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 strategies on the consumer side (Cegarra and Michel, 2001; Abratt...

The objective of the research is to put in evidence the interorganizational dynamics of brand alliances. More specifically the aim of the paper is to identify the business-to-business interactions within brand alliances through the governance adaptations that occur during a period of time. We...

The objective of the research is to put in evidence the interorganizational dynamics of brand alliances. More specifically the aim of the paper is to identify the business-to-business interactions within brand alliances through the governance adaptations that occur during a period of time. We...

Les alliances de marques ont été essentiellement étudiées selon une approche cognitive. Le développement des travaux sur la relation consommateur-marque et notamment ceux sur l’identification à la marque permet d’apporter à cette pratique une approche relationnelle. La question posée...

This paper shows that firms producing homogeneous goods (e.g. Bertrand competitors) can achieve supernormal profits using interfirm bundled discounts, which connect their product with a specific brand of other firm with market power. By committing to a price discount exclusively to buyers of a...