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Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels

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  • Ahn, SooKyoung
  • Kim, HeaJung
  • Forney, Judith A.

Abstract

To scrutinize the emerging phenomenon of co-marketing alliance between heterogeneous industries, this study adapts the concept of ‘perceived match-up’ as a theoretical platform.

Suggested Citation

  • Ahn, SooKyoung & Kim, HeaJung & Forney, Judith A., 2009. "Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels," Journal of Retailing and Consumer Services, Elsevier, vol. 16(6), pages 477-485.
    • Handle: RePEc:eee:joreco:v:16:y:2009:i:6:p:477-485
    DOI: 10.1016/j.jretconser.2009.08.003
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    References listed on IDEAS

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    Cited by:

    1. Sylvain Sénéchal & Laurent Georges & Jean Pernin, 2014. "Alliances Between Corporate and Fair Trade Brands: Examining the Antecedents of Overall Evaluation of the Co-branded Product," Journal of Business Ethics, Springer, vol. 124(3), pages 365-381, October.
    2. Kalafatis, Stavros P. & Ledden, Lesley & Riley, Debra & Singh, Jaywant, 2016. "The added value of brand alliances in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3122-3132.
    3. Han, Jie & Wang, Desheng & Yang, Zhihao, 2023. "Acting like an interpersonal relationship: Cobrand anthropomorphism increases product evaluation and purchase intention," Journal of Business Research, Elsevier, vol. 167(C).
    4. Paydas Turan, Ceyda, 2021. "What's inside matters: The impact of ingredient branding on consumers' purchasing behaviours in services," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    5. Carolin Decker & Annika Baade, 2016. "Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 648-665, November.
    6. Jean-Louis Pernin & Andréas Eriksson, 2016. "The compared assessment of two fair trade innovations: what contribution of the Perceived Value in co-branding models? [Evaluation comparée de deux innovations dans le commerce équitable : quel app," Post-Print hal-03540166, HAL.

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