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
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