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The success of brand alliance largely depends on the relationships between key factors of a brand,which researchers have explored in depth.The purpose of this paper is to provide a reasonable analytical framework for explaining the mechanism of brand alliance concisely and clearly.Based on the fit perspective,the author conducts a comprehensive literature review,and classifies the attributes,related to brand alliance,into four key factors (perceived brand,product,place and people),and establishes the ‘4P’ model providing a novel perspective to analyse the associations that are complementary and similar between those four factors.Derived from a simple case analysis,the results verify the key factors and the corresponding relationships (complementary relationship and similar relationship) called fit generally in previous researches are the key points to determine the success of brand alliance.The research advances our understanding of brand alliance mechanism,and will benefit for the practical managements and further empirical studies.