Making better partner matches in brand alliances

van den Bergh, Bram

With many brand alliances failing to add value, understanding the factors that make for a strong pairing becomes essential. Appropriately, harnessing techniques similar to those used by dating sites to determine whether people will make a good match has helped reveal the answers.

Additional Metadata
Persistent URL	hdl.handle.net/1765/77101
Series	RSM Discovery Magazine Collection
Journal	RSM Discovery - Management Knowledge
Note	This article draws its inspiration from the paper Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit, written by Ralph van der Lans, Bram Van den Bergh and Evelien Dieleman and published in the journal Marketing Science, 33(4):551-566. http://dx.doi.org/10.1287/mksc.2014.0859
Organisation	Rotterdam School of Management (RSM), Erasmus University
Citation APA Style AAA Style APA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	van den Bergh, B. (2014). Making better partner matches in brand alliances. RSM Discovery - Management Knowledge, 19(3), 20–22. Retrieved from http://hdl.handle.net/1765/77101

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Making better partner matches in brand alliances

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