Alianza de marca¿Por qué, cómo y cuándo?
ISSN: 0121-5051
Year of publication: 2010
Volume: 20
Issue: 37
Pages: 133-147
Type: Article
More publications in: Innovar: revista de ciencias administrativas y sociales
Abstract
In recent years, brand alliance activities have played an increasingly important role when companies launch new products. However, few efforts have been made to comprehensively analyze the justification of this strategy by companies. This work analyzes the theories that justify why and in what scenarios brand alliances must be used from the perspective of consumer behavior. The article also looks into the most favorable conditions and scenarios for companies to use brand alliances as an alternative to more traditional formulas employed by companies as extensions of brands or new brands.