... propensity to engage in brand alliances is a function of well‐developed strategic alliance capabilities and positive managerial attitudes toward brand alliances. Importantly, when the firm's prior experience in alliances is relatively more positive the relationship between alliance experience and alliance...

... preoccupation with customer‐facing managerial tasks. © Emerald Group Publishing Limited 2009 Brands Brand management Strategic alliances A number of avenues of inquiry have emerged in the literature on branding that embody a shift in emphasis from transactional to relational forms...

... is an important question which has yet to be answered in the literature of strategic alliances. To the best of one's knowledge, this is a pioneering empirical study addressing this research issue. © Emerald Group Publishing Limited 2005 Customer loyalty Marketing strategy Strategic alliances Hong...