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B. van den Bergh (Bram)

2014-09-01

Making better partner matches in brand alliances

Publication

Publication

RSM Discovery - Management Knowledge , Volume 19 - Issue 3 p. 20- 22

Abstract

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
Keywords Bayesian analysis, Brand alliances, Brand management, Brand personality, Nonlinear structural equation models
Persistent URL hdl.handle.net/1765/77136
Series RSM Discovery 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 (RePub handle: http://hdl.handle.net/1765/76708 )
Organisation Rotterdam School of Management (RSM), Erasmus University
Citation
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/1765/77136
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