...Jeroen F.J. Bleijerveld; Dwayne D. Gremler; Jos G.A.M. Lemmink Purpose – Brand alliances take various forms, yet academic research has not investigated how value spillovers differ between partners. The purpose of this paper is to address psychological mechanisms to uncover consumers’ perceptions...

... MCB UP Limited 1994 Alliances Customers Interaction Marketing mix Network organizations Organizational design Relationship marketing Services marketing The philosophy of relationship marketing (RM) is being advocated more and more strongly by marketers. However, its operational...

... in a network include joint ventures, strategic alliances, supplier‐producer collaborations, franchises, research consortia and channel‐of‐distribution linkages (Achrol, 1991 ; Anderson and Narus, 1990 ; Bucklin and Sengupa, 1993 ; Cravens, et al., 1993 ; and Doz, 1988). The network organization...