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- W2371386919 abstract "It has been widely accepted by western researchers that brand alliance is one of the most effective ways to improve brand equity.However,the brand alliance effect to Chinese markets where the consumer environment differs from that of the West need to be tested.Through focus group interview,this paper conducts an exploratory research on the existing brand alliances between unknown and well-known brands.The findings demonstrate that(1) the effects of alliances between unknown and well-known brands are more difficult to obtain than those of alliances between well-known brands;(2) the unknown and well-known brands alliances can enhance brand awareness,perceived quality,brand association and purchase intention of co-brand to a certain extent,while it is hard to improve co-brand trust;(3) both brand partners can benefit from the unknown and well-known alliance and(4) the alliance effects may turn out to be 1+11,1+1=1,or 1+11 due to different advertising strategies,awareness of partners,fitness between partners,price of co-brand,etc." @default.
- W2371386919 created "2016-06-24" @default.
- W2371386919 creator A5026219025 @default.
- W2371386919 date "2009-01-01" @default.
- W2371386919 modified "2023-09-26" @default.
- W2371386919 title "1+1=? An Exploratory Research on Effects of Brand Alliance" @default.
- W2371386919 hasPublicationYear "2009" @default.
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