EconPapers    
Economics at your fingertips  
 

Evaluating the durability of brand alliances using Bayesian methods

Anthony Koschmann ()
Additional contact information
Anthony Koschmann: Eastern Michigan University College of Business

Journal of Brand Management, 2019, vol. 26, issue 3, 268-276

Abstract: Abstract This study examines the duration of brand alliances (or co-brands), a brand strategy in which two brands are offered as one joint product. Previous research has suggested these alliances are short-lived, but little empirical evidence exists to explore what may drive the longevity of such alliances. The study uses actual market data for 524 brand alliances in 83 product categories of consumer packaged goods during a 13-year period. Controlling for market share, several factors that might influence brand alliance duration are examined: type of alliance, ownership by the same parent company, and the number of relationships. Using a Bayesian hazard model to estimate duration, the results show a brand alliance lasts longer if it is an ingredient brand alliance (rather than licensed) and both brands are owned by the same parent company. Additionally, having more partnerships helps a brand alliance last longer, but too many alliances have a negative effect on staying in the marketplace. The findings suggest that brand managers looking to enter into a brand alliance can anticipate how long the product might last based on these partnership factors.

Keywords: Brand alliances; Co-brands; New products; Bayesian hazard model (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
http://link.springer.com/10.1057/s41262-018-0129-x Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:26:y:2019:i:3:d:10.1057_s41262-018-0129-x

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Urša Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla ().

 
Page updated 2020-01-08
Handle: RePEc:pal:jobman:v:26:y:2019:i:3:d:10.1057_s41262-018-0129-x