Risk Identification Based on Strategic Steps of Brand Alliances

被引：0
|
作者：
Wang Chujian [1 ]
机构：
[1] ZhengZhou Univ Light Ind, Sch Econ & Management, Zhengzhou, Peoples R China
来源：
INNOVATIVE COMPUTING AND INFORMATION, ICCIC 2011, PT I | 2011年 / 231卷
关键词：
risk identification; brand alliances; consumer tendency; negative affectivity; PRODUCT QUALITY; EXTENSIONS; SIGNALS; EQUITY; IMPACT;
D O I：
暂无
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
The brand alliance which plays an important informational role for consumers is a double-edged sword. It has positive spillover effects on the individual brands, at the same time, it has potential drawbacks. Based on exploring formation and implementation of the brand alliances strategy, this paper sums brand alliances' risk factors. This establishes the foundation for formulating the strategy of risk identification and for designing the control mechanism on the risk of brand alliances.
引用
收藏
页码：366 / 372
页数：7
相关论文
共 50 条
  • [1] Strategic brand alliances
    Akshay R. Rao
    Journal of Brand Management, 1997, 5 (2) : 111 - 119
  • [2] Strategic alliances and market risk
    Havenaar, Matthias
    Hiscocks, Peter
    DRUG DISCOVERY TODAY, 2012, 17 (15-16) : 824 - 827
  • [3] Attitude to Risk in Technology-Based Strategic Alliances for Tourism
    Pansiri, Jaloni
    Courvisanos, Jerry
    INTERNATIONAL JOURNAL OF HOSPITALITY & TOURISM ADMINISTRATION, 2010, 11 (03) : 275 - 302
  • [4] Brand identification, cause-brand alliances and perceived cause controversy
    Vahdati, Yasamin
    Voss, Kevin E.
    JOURNAL OF PRODUCT AND BRAND MANAGEMENT, 2019, 28 (07): : 880 - 892
  • [5] Does brand equity matter in small retailers' horizontal strategic alliances?
    Kim, Changju
    Ishii, Ryuta
    Park, Jin Yong
    INDUSTRIAL MARKETING MANAGEMENT, 2022, 103 : 227 - 237
  • [6] Study on the Forming Mechanism of Brand Alliances Based on the Brand Community
    Wang Chujian
    INNOVATIVE COMPUTING AND INFORMATION, ICCIC 2011, PT I, 2011, 231 : 191 - 197
  • [7] BRAND ALLIANCES
    ADAMS, D
    SLOAN MANAGEMENT REVIEW, 1995, 36 (02): : 6 - 6
  • [8] Corporate brand effects in brand alliances
    Voss, Kevin E.
    Mohan, Mayoor
    JOURNAL OF BUSINESS RESEARCH, 2016, 69 (10) : 4177 - 4184
  • [9] Brand based strategic management
    Andy Mosmans
    Roland van der Vorst
    Journal of Brand Management, 1998, 6 (2) : 99 - 110
  • [10] Strategic alliances
    Peiro, Manel
    REVISTA DE CALIDAD ASISTENCIAL, 2006, 21 (06) : 279 - 280
12345