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

Author

Listed:
  • Casey E. Newmeyer

    (Case Western Reserve University)

  • R. Venkatesh

    (University of Pittsburgh)

  • Julie A. Ruth

    (Rutgers University
    University of Pretoria)

  • Rabikar Chatterjee

    (University of Pittsburgh)

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.

Suggested Citation

  • 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.
    • Handle: RePEc:kap:mktlet:v:29:y:2018:i:3:d:10.1007_s11002-018-9467-4
    DOI: 10.1007/s11002-018-9467-4
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