We advance an image of coopetition as a synthesis of the two alternative paradigms developed in the literature about the nature of the interdependences among firms; i.e., the competitive paradigm versus the cooperative paradigm. The competitive paradigm postulates divergent interest-based...

This study explores the impact of brand relationship quality and brand naming strategies on the success of brand extensions. The authors present the results of an experiment based on a 2x2x2 between-subjects design, where the following three independent variables are considered: the category fit...