haku: @author Ruekert, R. W. / yhteensä: 8
viite: 3 / 8
| Tekijä: | Rao, A. R. Ruekert, R. W. |
| Otsikko: | Brand alliances as signals of product quality (Markenmanagement) |
| Lehti: | Sloan Management Review
1994 : FALL, VOL. 36:1, p. 87-97 |
| Asiasana: | |
| Vapaa asiasana: | ZWISCHENBETRIEBLICHE ZUSAMMENARBEIT, MARKETINGSTRATEGIE |
| Kieli: | eng |
| Tiivistelmä: | When two of more branded products are integrated, like IBM and Intel or Bacardi Rum and Coca-Cola, they are perceived as linked, or jointly branded. The authors present a rationale for why such alliances may sometimes be an appropriate strategy. They develop a managerial decision template to analyse the costs and benefits of joint branding , and discuss the implications of such decisions for different types of allies. They conclude by calling for multidisciplinary empirical examinations of brand alliances. |
SCIMA