期刊名称：Revista Innovar Journal Revista de Ciencias Administrativas y Sociales
印刷版ISSN：2248-6968
出版年度：2010
卷号：20
期号：37
页码：133-147
语种：Spanish
出版社：Universidad Nacional de Colombia - Sede Bogotá
摘要：ln 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 tile 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.
关键词：brand extensión;brand alliance;consumer-company;extensión de marca;alianza de marca;identificación empresa-consumidor;extension de marque;alliance de marque;identification entreprise-consommateur;Extensao de marra;alianca de marca;identificaçao empresa-consumidor
