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    Brand placement in music videos. The effect of brand prominence and artist connectedness on brand recall and brand attitude

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    Publication type
    Conference Presentation
    Author
    Hudders, L.
    Cauberghe, Verolien
    Panic, K.
    Faseur, Tine
    Zimmerman, Eva
    Publication Year
    2012
    
    Metadata
    Show full item record
    Keyword
    Branding, Human Resource Management
    Knowledge Domain/Industry
    Marketing & Sales
    Human Resource Management
    URI
    http://hdl.handle.net/20.500.12127/4472
    Collections
    Conference Presentations

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      An increasing number of companies are setting up strategic alliances with suppliers and customers. However, the majority of these alliances do not succeed. Our aim is to understand how different behavioural characteristics are associated with alliance success. We hypothesise that alliance attributes, communication behaviour, and alliance management are predictors of cost benefits and service benefits. Furthermore, we found that while alliance attributes are related with both cost and service benefits, communication behaviour and alliance management are only associated with service and cost benefits, respectively. We also see that alliance attributes explain most of the variance of supply chain success and are thus better predictors of alliance success than other behavioural characteristics. Furthermore, we provide insight into the way managers can build up supply chain performance by setting up strategic alliances.
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