Abstract Brand alliances, as one of the effective methods to improve brand equity, have been widely used in industry and have been studied for many years in western. However, Chinese scholars have paid scarce attention to it. In order to give feasible guidance for Chinese enterprises and build theoretical foundation for Chinese researchers on brand alliances, this paper tries to give a systematic analysis of the researches. Firstly, this paper summarizes the previous studies on the concepts, patterns, effects and influencing factors of brand alliances. Then, the article points out the limitation in existing literature and give some advises for future study.
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Received: 31 October 2008
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Corresponding Authors:
Lu Juan
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