Using brand alliances with artists to expand retail brand personality
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DOI: 10.1016/j.jbusres.2017.10.020
Abstract: Abstract Fashion retailers are increasingly entering into brand alliances with visual artists, but the conditions under which such alliances are most effective are not clear. Drawing on brand personality and implicit personality theory, we used… read more here.
Keywords: brand personality; brand alliances; retail brand; brand ... See more keywords
Good times and bad: responsibility in brand alliances
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DOI: 10.1108/ejm-02-2018-0140
Abstract: Marketing managers have strategic choices when forming brand alliances. One such choice is integration, defined as the extent to which the offering is a fusion in the form and function of the partner brands. The… read more here.
Keywords: integration; brand alliances; alliance; brand ... See more keywords