 Asymmetric brand alliances: When joint promotions with strong brands hurtRajiv Vaidyanathan and Praveen Aggarwal Journal of Business Research, 2022, vol. 141, issue C, 213-228 Abstract: Research on brand alliances has generally shown favorable outcomes for partnering brands among comparably strong brands. Recently, some retailers have offered promotions that pair a strong brand with a weak brand, with the goal of helping the weak brand. What is unique about these promotions is that the strength of the alliance integration is very low. The present research was designed to address the question of whether such asymmetric brand alliances—bundling a weak brand with a strong brand as part of a joint sales promotion—can benefit the weak brand through a transfer of positive associations from the strong brand. We show that not only do such partnerships fail to help the weak brand, they can actually hurt the weak brand by increasing the salience of the brand contrast in consumers’ decision-making process. We also show that alliance integration moderates the transference of the association’s effect. Keywords: Brand alliances; Joint sales promotion; Brand strength; Alliance integration; Asymmetric brand alliance (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:141:y:2022:i:c:p:213-228 DOI: 10.1016/j.jbusres.2021.12.022 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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