A typology of brand alliances and consumer awareness of brand alliance integration

Casey E. Newmeyer (), R. Venkatesh (), Julie A. Ruth () and Rabikar Chatterjee ()
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Casey E. Newmeyer: Case Western Reserve University
R. Venkatesh: University of Pittsburgh
Julie A. Ruth: Rutgers University
Rabikar Chatterjee: University of Pittsburgh

Marketing Letters, 2018, vol. 29, issue 3, No 1, 275-289

Abstract: Abstract Brand alliances, which involve intentionally presenting two or more brands together, appear in many different forms. For example, Subway stores placed within Wal-Mart, Airbus A380 airplanes with Rolls-Royce Trent engines, and Nike + iPod co-developed personal trainers are among the more well-known manifestations of this strategy. Our study contributes to the literature on brand alliances by conceptualizing and measuring a typology of brand alliance types based on their degree of integration. We also empirically test and find that consumers are sensitive to varying degrees of brand alliance integration. We then link these findings to the managerial decision of how and with whom a brand should form an alliance. We use extensive examples, conversations with managers, and survey-based experiments to show that brand alliance integration is relevant and impactful to both managers and consumers.

Keywords: Brand alliance; Cobranding; Integration; Brand management; Spillover; Bundling; Ingredient branding (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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DOI: 10.1007/s11002-018-9467-4

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