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Showing 1 to 2 of 2 for “"brand alliance"”.
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Utilising marketing resources and capabilities for value co-creation in cross-category brand alliances.
In this study, the stages of the cross-category brand alliances are investigated by integrating the resource-based view (RBV), and service-dominant (S-D) logic as the underpinning theories. The utilisation of marketing resources and capabilities for value co-creation is explored by analysing five …
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Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit
… examines the growing phenomenon of cross-border brand alliances and the potential factors that influence consumers' 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 …