a r t i c l e i n f o Brand alliances in the business-to-business domain are becoming increasingly popular. This study investigates the impact of context-related effects on the formation of evaluation perceptions in B2B brand alliances. Assimilation and contrast effects represent the conceptual framework. Employing an experimental design we test the influence of two contextual factors on a rang...

Alliance is defined as the “collaborative efforts between two or more firms in which the firms pool their resources in an effort to achieve mutually compatible goals that they could not achieve easily alone” (Lambe, Spekman & Hunt, 2002, p. 141). Cooperative alliances allow firms to explore new information technology, enhance a firm’s knowledge foundation, lower development costs, and reduce th...

today, the rapid and accelerating developments in the regional and international levels have caused countries to move towards greater integration and cooperation. this, in turn, triggered a new coalitions or alliances and strengthens old alliances, or even weaken. the emerging economic powers (brics) is one of these alliances and institutions that began its activities in 2009. the aim of the ne...

Green effect is a phenomenon by which manufacturers apply themselves to environmental protection to obtain comparative advantages compared to their counterparts. Modern enterprises can form profitable green effect by greening of infrastructures, brands, marketing and culture, which contribute its development trend. Manufacturers of coal-mining eco-industrial parks should be in line with the gov...