A Theoretical Framework to Analyze Brand Alliance:Based on the fit Perspective
The success of brand alliance largely depends on the relationships between key factors of a brand,which researchers have explored in depth.The purpose of this paper is to provide a reasonable analytical framework for explaining the mechanism of brand alliance concisely and clearly.Based on the fit perspective,the author conducts a comprehensive literature review,and classifies the attributes,related to brand alliance,into four key factors (perceived brand,product,place and people),and establishes the ‘4P’ model providing a novel perspective to analyse the associations that are complementary and similar between those four factors.Derived from a simple case analysis,the results verify the key factors and the corresponding relationships (complementary relationship and similar relationship) called fit generally in previous researches are the key points to determine the success of brand alliance.The research advances our understanding of brand alliance mechanism,and will benefit for the practical managements and further empirical studies.
Brand management Brand alliance Brand extension Product category Consumer perception Brand perception
Daqing Zheng
Shanghai University of Finance & Economics,PRC
国内会议
北京
英文
1-13
2013-08-16（万方平台首次上网日期，不代表论文的发表时间）