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| Management Model for Intellectual Property Derivatives Brand Alliance within Consumption Upgrade Based on Two Cases Study |
| LI Yang，LIU Yingying，DING Ling，ZHANG Jingyun |
| 1.Beijing Technology and Business University, Beijing, China；2.University of Toronto, Toronto, Canada |
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Abstract Aiming at exploring the management process of intellectual property derivative brand alliance, the current study takes Neiliansheng and Peppa Pig as the subjects of case study, establishes the dynamic management model of intellectual property derivatives brand alliance building on the theory of brand alliance, and uses literal replication to increase the validity of the model. The results highlight the dual attributes of intellectual property derivatives which is Culture and business, explores how to select partners for both authorized and borrowed brands of intellectual property derivatives, and discovers the aspects that should be taken into consideration during the process of intellectual property derivatives brand alliance.
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Received: 17 January 2020
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