Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit
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DOI: 10.1287/mksc.2014.0859
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- Casey E. Newmeyer & R. Venkatesh & Julie A. Ruth & Rabikar Chatterjee, 2018. "A typology of brand alliances and consumer awareness of brand alliance integration," Marketing Letters, Springer, vol. 29(3), pages 275-289, September.
- Koschmann, Anthony & Bowman, Douglas, 2018. "Evaluating marketplace synergies of ingredient brand alliances," International Journal of Research in Marketing, Elsevier, vol. 35(4), pages 575-590.
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- Hilary Wason & Nathalie Charlton, 2015. "How positioning strategies affect co-branding outcomes," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1092192-109, December.
- Zamudio, César, 2016. "Matching with the stars: How brand personality determines celebrity endorsement contract formation," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 409-427.
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- Naidoo, Vik & Hollebeek, Linda D., 2016. "Higher education brand alliances: Investigating consumers' dual-degree purchase intentions," Journal of Business Research, Elsevier, vol. 69(8), pages 3113-3121.
- Anthony Koschmann, 2019. "Evaluating the durability of brand alliances using Bayesian methods," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 268-276, May.
- Suzuki, Satoko & Kanno, Saori, 2022. "The role of brand coolness in the masstige co-branding of luxury and mass brands," Journal of Business Research, Elsevier, vol. 149(C), pages 240-249.
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- Kristina Klein & Franziska Völckner & Hernán A. Bruno & Henrik Sattler & Pascal Bruno, 2019. "Brand Positioning Based on Brand Image–Country Image Fit," Marketing Science, INFORMS, vol. 38(3), pages 516-538, May.
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Keywords
brand alliances; brand personality; brand management; nonlinear structural equation models; Bayesian analysis;All these keywords.
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