Accès libre

Brand Alliance. Building Block for Scientific Organisations’ Marketing Strategy

   | 30 mai 2017
À propos de cet article

Citez

1. Aaker, D.A.; Joachimsthaler, E. (2000). Brand Leadership. New York. The Free Press.Search in Google Scholar

2. Aghdaie, S.F.A.; Dolatabadi, H.R.; Aliabadi, V.S. (2012). An Analysis of Impact of Brand Credibility and Perceived Quality on Consumers’ Evaluations of Brand Alliance. International Journal of Marketing Studies, 4 (2), 93-102.10.5539/ijms.v4n2p93Search in Google Scholar

3. Ahn, H.; Sung, Y. (2012). A two-dimensional approach to between-partner fit in co-branding evaluations. Journal of Brand Management, 19 (5), 414-424.10.1057/bm.2011.49Search in Google Scholar

4. Anderson, J.R. (2009). Cognitive psychology and its implications. London: MacMillan/Worth Publishers.Search in Google Scholar

5. Bagozzi, R.P. (1975). Marketing as Exchange. Journal of Marketing, 39 (4), 32-39.10.1177/002224297503900405Search in Google Scholar

6. Baker, S.M.; Faircloth, J.B.; Simental, V. (2005). Perceptions of university-corporate partnership influences on a brand. Journal of Marketing Theory and Practice, 13 (2), 32-46.10.1080/10696679.2005.11658542Search in Google Scholar

7. Baumgarth, C. (2004). Evaluations of co-brands and spill-over effects: further empirical results. Journal of Marketing Communications, 10 (2), 115-131.10.1080/13527260410001693802Search in Google Scholar

8. Boad, B. (1999a). Co-Branding Opportunities and Benefits. In: Blackett, T. (Ed.). Co-branding: The science of alliance (p. 22-37), Houndsmill: Palgrave Macmillan.10.1057/9780230599673_2Search in Google Scholar

9. Boad, B. (1999b). The Risks and Pitfalls of Co-Branding. In: Blackett, T. (Ed.). Co-branding: The science of alliance (p. 38-46), Houndsmill: Palgrave Macmillan.10.1057/9780230599673_3Search in Google Scholar

10. Bower, J.L. (1986). Managing the resource allocation process: A study of corporate planning and investment. Harvard: Harvard Business Press.Search in Google Scholar

11. Bunzel, D.L. (2007). Universities sell their brands. Journal of Product & Brand Management, 16 (2), 152-153.10.1108/10610420710740034Search in Google Scholar

12. Chapleo, C. (2004). Interpretation and implementation of reputation/brand management by UK university leaders. International Journal of Educational Advancement, 5 (1), 7-.23.10.1057/palgrave.ijea.2140201Search in Google Scholar

13. Chapleo, C. (2007). Barriers to brand building in UK universities? International Journal of Nonprofit and Voluntary Sector Marketing, 12 (1), 23-32.10.1002/nvsm.271Search in Google Scholar

14. Chapleo, C. (2011). Exploring rationales for branding a university: Should we be seeking to measure branding in UK universities? Journal of Brand Management, 18, 411-422.10.1057/bm.2010.53Search in Google Scholar

15. Chien, S.; Yu, C.; Wang, Y.; Kuo, P.L. (2014). Improving the Perceived Quality of Private Brands Using Co-Branding: The Role of Brand Equity and Store Image. International Journal of Management and Sustainability, 3 (9), 540-551.Search in Google Scholar

16. Courtney, J.; Croasdell, D.; Paradice, D. (1998). Inquiring Organisations. Australasian Journal of Information Systems, 6 (1), 3-14.10.3127/ajis.v6i1.313Search in Google Scholar

17. Dawidziuk, S. (2012). A university’s brand in the contemporary world. Transactions of the Institute of Aviation, 6/2012, http://minib.pl/category/no-6-2012.Search in Google Scholar

18. Esch, F.-R.; Redler, J. (2005). Anchoringeffekte bei der Urteilsbildung gegenüber Markenallianzen: Die Bedeutung von Markenbekanntheit, Markenimage und Produktkategoriefit [Anchoring Effects in the Evaluation of Brand Alliances: Relevance of Brand Awareness, Brand Image, and Product Category Fit], Marketing ZFP, 27 (2), 79-94.10.15358/0344-1369-2005-2-79Search in Google Scholar

19. Esch, F.R.; Redler, J.; Honal, A. (2006). Beurteilung von Markenallianzen am Beispiel von Verpackungsentwürfen [Evaluation of Brand Alliances: The Example of Packaging Design], Transfer, 23 (2/3), 10-20.Search in Google Scholar

20. Esch, F.-R.; Schmitt, B.H.; Redler, J.; Langner, T. (2006). The Brand Anchoring Effect: A Judgment Bias Resulting From Brand Awareness and Temporary Accessibilty. Proceedings of the 5th International Conference on Research in Advertising (ICORIA), Bath, UK.Search in Google Scholar

21. Fang, X.; Mishra, S. (2002). The effect of brand alliance portfolio on the perceived quality of an unknown brand. Advances in Consumer Research, 29 (1), 519-520.Search in Google Scholar

22. Fiedler, K. (1996). Processing Social Information for Judgement and Decisions. In: Hewstone, M.; Stroebe, W.; Stephenson, G.M. (Ed.): Introduction to Social Psychology (pp. 135-165), Oxford: Blackwell.Search in Google Scholar

23. Finholt, T.A. (2003). Collaboratories as a new form of scientific organization, Economics of Innovation and New Technology, 12 (1), 5-25.10.1080/10438590303119Search in Google Scholar

24. Franzen, G.; Bouwman, M. (2001). The Mental World of Brands. London: NTC Publications.Search in Google Scholar

25. Gilligan, C.; Wilson, R.M.S. (2013). Strategic Marketing Management, New York: Routledge.10.4324/9780080481142Search in Google Scholar

26. Hoyle, E. (1982). Micropolitics of Educational Organisations, Educational Management and Administration, 10, 87-98.10.1177/174114328201000202Search in Google Scholar

27. Hutt, M.D.; Reingen, P.H.; Ronchetto Jr., J.R. (1988). Tracing emergent processes in marketing strategy formation. The Journal of Marketing, 52 (1), 4-19.10.1177/002224298805200102Search in Google Scholar

28. Jevons, C. (2006). Universities: a prime example of branding going wrong. Journal of Product & Brand Management, 15 (7), 466-467.10.1108/10610420610712856Search in Google Scholar

29. Judson, K.M.; Aurand, T.W.; Gorchels, L.; Gordon, G.L. (2008). Building a university brand from within: university administrators’ perspectives of internal branding. Services Marketing Quarterly, 30 (1), 54-68.10.1080/15332960802467722Search in Google Scholar

30. Kapferer, J.N. (1997). Strategic Brand Management, London: Kogan Page.Search in Google Scholar

31. Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57 (1), 1-22.10.1177/002224299305700101Search in Google Scholar

32. Keller, K.L. (2003). Strategic Brand Management. Upper Saddle River: Prentice Hall.Search in Google Scholar

33. Keller, K.L.; Aperia, T.; Georgson, M. (2012). Strategic Brand Management. Upper Saddle River: Prentice Hall.Search in Google Scholar

34. Kernstock, J.; Esch, F.-R.; Tomczak, T.; Redler, J.; Langner, T. (2014). Bedeutung des Corporate Management verstehen und Denkschulen kennen [Understanding the Importance of Corporate Brand Management and Recognizing Belonging Schools of Thought]. In: Esch, F.R.; Tomczak, T.; Kernstock, J.; Langner, T.; Redler, J. (red.), Corporate Brand Management (p. 3 - 26), Wiesbaden: Gabler.Search in Google Scholar

35. Kotler, P. (1972). A Generic Concept of Marketing. Journal of Marketing, 36 (2), 46-54.10.1177/002224297203600209Search in Google Scholar

36. Kotler, P.; Levy, S.J. (1969). Broadening the Concept of Marketing. Journal of Marketing, 33 (1), 10-15.10.1177/002224296903300103Search in Google Scholar

37. Kotler, P.; Fox, K.F. (1985). Strategic marketing for educational institutions. Upper Saddle River: Prentice-Hall.Search in Google Scholar

38. Leuthesser, L.; Kohli, C.; Suri, R. (2003). 2 + 2= 5? A framework for using co-branding to leverage a brand. The Journal of Brand Management, 11 (1), 5-47.10.1057/palgrave.bm.2540146Search in Google Scholar

39. Levin, I.P.; Levin, A.M. (2000). Modelling the role of brand alliances in the assimilation of product evaluations. Journal of Consumer Psychology, 9 (1), 43-52.10.1207/s15327663jcp0901_4Search in Google Scholar

40. Lynch, R. (2015). Strategic Management. Harlow: Pearson.Search in Google Scholar

41. Mathew, J.; Mullen, E.W.; Spake, D. (2012). University Branding: Understanding student’s choice of an educational institution, Journal of Brand Management, 20, 1-.12.Search in Google Scholar

42. Mandler, J.M. (2014). Stories, scripts, and scenes: Aspects of schema theory. New York: Psychology Press.10.4324/9781315802459Search in Google Scholar

43. Mintzberg, H. (1978). Patterns in strategy formation. Management Science, 24 (9), 934-948.10.1287/mnsc.24.9.934Search in Google Scholar

44. Musselin, C. (2006). Are Universities Specific Organisations? In: Krücken, G.; Kosmützky, A.; Torka, M. (red.), Towards a Multiversity. Universities between Global Trends and National Traditions (s. 63-84), Bielefeld: Transcript Publishers.Search in Google Scholar

45. Noda, T.; Bower, J.L. (1996). Strategy making as iterated processes of resource allocation. Strategic Management Journal, 17, 159-192.10.1002/smj.4250171011Search in Google Scholar

46. Park, C.W.; Jun, S.Y.; Shocker, A.D. (1996). Composite branding alliances: An investigation of extension and feedback effects. Journal of Marketing Research, 33, 453-466.10.1177/002224379603300407Search in Google Scholar

47. Parkinson, B. (2012). Social Perception and Attribution. In: Hewstone, M.; Stroebe, W.; Jonas, K. (red.), An Introduction to Social Psychology (s. 55-90), Chichester: Blackwell.Search in Google Scholar

48. Pendry, L. (2012). Social Cognition. In: Hewstone, M., Stroebe, W., Jonas, K. (red.), An Introduction to Social Psychology (p. 91-120), Chichester: Blackwell.Search in Google Scholar

49. Peterson, E.; Plowman, E.G. (1962). Business Organization and Management, Homewood: Richard Irwin.Search in Google Scholar

50. Pluta-Olearnik, M. (2012). Implementing new marketing strategies in scientific and research institutions. Transactions of the Institute of Aviation, 3/2012, online on: http://minib.pl/category/no-3-2012/10.5604/05096669.1080061Search in Google Scholar

51. Rao, A.R.; Qu, L.; Ruekert, R.W. (1999). Signalling unobservable product quality through a brand ally. Journal of Marketing Research, 36 (2), 258-268.10.1177/002224379903600209Search in Google Scholar

52. Redler, J. (2003). Management von Markenallianzen [Managing Brand Alliances], Berlin: Logos.Search in Google Scholar

53. Redler, J. (2014). Mit Markenallianzen wachsen - starke Marken erfolgreich kapitalisieren [Brand Alliances As Growth Enablers - Capitalising on Strong Brands]. Düsseldorf: Symposion Publishing.Search in Google Scholar

54. Shocker, A.D. (1995). Positive and negative effects of brand extension and co-branding. Advances in Consumer Research, 22, 432-432.Search in Google Scholar

55. Simonin, B.L.; Ruth, J.A. (1998). Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitude. Journal of Marketing Research, 35 (1), 20-42.Search in Google Scholar

56. Singh, J.; Kalafatis, S.P.; Riley, D.; Ledden, L. (2011). Cobranding in higher education: an investigation of student attitudes, online: http://eprints.kingston.ac.uk/19803/1/Singh--J-19803.pdfSearch in Google Scholar

57. Sojkin, B. (2015). Determinant factors of the marketing activity of scientific and research institutions, MINIB Marketing of Science and Research Organizations, 15 (1), 19-32, online on: http://minib.pl/category/no-1-2015.Search in Google Scholar

58. Sung, M.; Yang, S.U. (2008). Toward the model of university image: The influence of brand personality, external prestige, and reputation. Journal of Public Relations Research, 20 (4), 357-376.10.1080/10627260802153207Search in Google Scholar

59. Terry, G.H. (1953). Principles of Management. Homewood: Richard Irwin.Search in Google Scholar

60. Thompson, K.; Strutton, D. (2012). Revisiting perceptual fit in co-branding applications, Journal of Product & Brand Management, 21 (1), 15-25.10.1108/10610421211203079Search in Google Scholar

61. Tripathi, P.C.; Reddy, P.N. (2008). Principles of Management. New Delhi: Tata McGraw-Hill.Search in Google Scholar

62. Ueltschy, L.C.; Laroche, M. (2011). Co-Branding Internationally: Everyone Wins? Journal of Applied Business Research, 20 (3), 91-102.10.19030/jabr.v20i3.2218Search in Google Scholar

63. Vaidyanathan, R.; Aggarwal, P. (2000). Strategic Brand Alliances: Implications for Ingredient Brands for National and Private Label Brands. Journal of Product and Brand Management, 9 (4), 214-228.10.1108/10610420010344013Search in Google Scholar

64. Vargo, S.L.; Lusch, R.F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68 (1), 1-1710.1509/jmkg.68.1.1.24036Search in Google Scholar

65. Voss, K.E.; Tansuhaj, P (1999). A Consumer Perspective on Foreign Market Entry: Building Brand through Brand Alliances, Journal of International Consumer Marketing, 11 (2), 39-58.10.1300/J046v11n02_03Search in Google Scholar

66. Wachendorf, F.; Baumgarth, C. (2002). Preisbereitschaften und Kaufabsichten für Co- Brands - Einflussfaktoren und Messansätze, working paper, Marketing Chair University Siegen, Germany.Search in Google Scholar

67. Wänke, M.; Bless, H.; Igou, E.R. (2001). Next to a star: Paling, shining, or both? Turning interexemplar contrast into interexemplar assimilation. Personality and Social Psychology Bulletin, 27 (1), 14-29.10.1177/0146167201271002Search in Google Scholar

68. Washburn, J.H.; Till, B.D.; Priluck, R. (2000). Co-branding: brand equity and trial effects. Journal of Consumer Marketing, 17 (7), 591-604.10.1108/07363760010357796Search in Google Scholar

69. Young, R.R.; Greyser, S.A. (1983). Managing Cooperative Advertising: A Strategic Approach, Lexington: Lexington Books.Search in Google Scholar