Access the full text.
Sign up today, get DeepDyve free for 14 days.
E. Enkel, O. Gassmann, H. Chesbrough (2009)
Open R&D and open innovation: exploring the phenomenonR&D Management, 39
C. Beers, F. Zand (2014)
R&D Cooperation, Partner Diversity, and Innovation Performance: An Empirical Analysis†Journal of Product Innovation Management, 31
J. Dijk, G. Antonides, N. Schillewaert (2014)
Effects of co-creation claim on consumer brand perceptions and behavioural intentionsInternational Journal of Consumer Studies, 38
Enrique Alcañiz, Ruben Cáceres, R. Pérez (2010)
Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility ImageJournal of Business Ethics, 96
Marian Friestad, Peter Wright (1994)
The Persuasion Knowledge Model: How People Cope with Persuasion AttemptsJournal of Consumer Research, 21
Anna Yngfalk (2013)
‘It’s not us, it’s them!’– Rethinking value co-creation among multiple actorsJournal of Marketing Management, 29
Christoph Breidert, Michael Hahsler, Thomas Reutterer (2017)
A REVIEW OF METHODS FOR MEASURING WILLINGNESS-TO-PAY, 2
Cathy Nguyen, Jenni Romaniuk, M. Faulkner, Justin Cohen (2018)
Are two brands better than one? Investigating the effects of co-branding in advertising on audience memoryMarketing Letters, 29
A. Hayes (2013)
Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach
Sridhar Samu, Walter Wymer (2009)
The effect of fit and dominance in cause marketing communicationsJournal of Business Research, 62
(2015)
UNICEF and arm unleash technology to transform children’s lives
Marcus Cunha, M. Forehand, J. Angle (2015)
Riding Coattails: When Co-Branding Helps versus Hurts Less-Known BrandsJournal of Consumer Research, 41
A. Griffin, G. Gleason, Rick Preiss, Dave Shevenaugh (1995)
Best Practice for Customer Satisfaction in Manufacturing FirmsSloan Management Review, 36
R. Hanna, Andrew Rohm, Victoria Crittenden (2011)
We're all connected: The power of the social media ecosystemBusiness Horizons, 54
John Anderson, G. Bower (1973)
Human Associative Memory
M.A. Schilling (2015)
Technology shocks, technological collaboration, and innovation outcomesOrganization Science, 26
Caglar Irmak, Sankar Sen, C. Bhattacharya (2015)
Consumer reactions to business-nonprofit alliances: Who benefits and when?Marketing Letters, 26
E. Delgado-Ballester, A. Navarro, Mariafrancesca Sicilia (2012)
Revitalising brands through communication messages: the role of brand familiarityEuropean Journal of Marketing, 46
Tülin Erdem, J. Swait, J. Louviere (2002)
The impact of brand credibility on consumer price sensitivityInternational Journal of Research in Marketing, 19
W. Manning, J. Mullahy (1999)
Estimating Log Models: To Transform or Not to Transform?NBER Working Paper Series
M. Parry, T. Kawakami (2015)
Virtual word of mouth and willingness to pay for consumer electronic innovationsJournal of Product Innovation Management, 32
W.G. Manning, J. Mullahy (2001)
Estimating log models: to transform or not to transform?Journal of Health Economics, 20
Bernard Simonin, Julie Ruth (1998)
Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand AttitudesJournal of Marketing Research, 35
Amanda Bower, L. Grau (2009)
Explicit Donations and Inferred EndorsementsJournal of Advertising, 38
Jaywant Singh, S. Kalafatis, Lesley Ledden (2014)
Consumer perceptions of cobrands : the role of brand positioning strategiesMarketing Intelligence & Planning, 32
Christian Homburg, Nicole Koschate, Wayne Hoyer (2005)
Do Satisfied Customers Really Pay More? A Study of the Relationship between Customer Satisfaction and Willingness to PayJournal of Marketing, 69
E. Lanseng, L. Olsen (2012)
Brand alliances: the role of brand concept consistencyEuropean Journal of Marketing, 46
T. Das, I. He (2006)
Entrepreneurial firms in search of established partners: review and recommendationsInternational Journal of Entrepreneurial Behaviour & Research, 12
Samuel Kristal, C. Baumgarth, Carolin Behnke, J. Henseler (2016)
Is co-creation really a booster for brand equity? The role of co-creation in observer-based brand equity (OBBE)Journal of Product & Brand Management, 25
Judith Washburn, B. Till, R. Priluck (2000)
Co‐branding: brand equity and trial effectsJournal of Consumer Marketing, 17
J.E. Austin, M.M. Seitanidi (2012)
Collaborative value creation: a review of partnering between nonprofits and businesses: Part I. value creation spectrum and collaboration stagesNonprofit and Voluntary Sector Quarterly, 41
Stijn Osselaer, Chris Janiszewski (2001)
Two Ways of Learning Brand AssociationsJournal of Consumer Research, 28
Petra Dilling (2011)
Stakeholder Perception of Corporate Social ResponsibilityO&M: Firms & Other Social Institutions eJournal
Andrew Norman (2016)
Exploring Product Fit And Brand Fit In Brand Alliances: Establishing The Role Of Categorization ProcessesJournal of Business & Economics Research, 15
M. Colombo, L. Grilli, E. Piva (2006)
In search of complementary assets: The determinants of alliance formation of high-tech start-upsResearch Policy, 35
Karina Liljedal (2016)
The Effects of Advertising Consumer Co-Created New ProductsJournal of Advertising Research, 56
C. Gurau (2008)
Integrated online marketing communication: implementation and managementJournal of Communication Management, 12
C. Dhanaraj, Marjorie Lyles, H. Steensma, L. Tihanyi (2004)
Managing Tacit and Explicit Knowledge Transfer in Ijvs: The Role of Relational Embeddedness and the Impact on PerformanceJournal of International Business Studies, 35
M.T. Dacin, C. Oliver, J.P. Roy (2007)
The legitimacy of strategic alliances: an institutional perspectiveStrategic Management Journal, 28
Barbara Lafferty, D. Edmondson (2009)
Portraying the Cause Instead of the Brand in Cause-Related Marketing ADS: Does it Really Matter?Journal of Marketing Theory and Practice, 17
C. Decker, Annika Baade (2016)
Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fitJournal of Brand Management, 23
K. Kazadi, A. Lievens, D. Mahr (2015)
“Does it Pay off to Introduce my Partner?” The Role of Stakeholder Cocreation in Consumers’ Willingness to Pay
E. Bigné-Alcañiz, R. Chumpitaz-Cáceres, R. Currás-Pérez (2010)
Alliances between brands and social causes: the influence of company credibility on social responsibility imageJournal of Business Ethics, 96
H. Park, T. Levine, C. Westerman, Tierney Orfgen, Sarah Foregger (2007)
The Effects of Argument Quality and Involvement Type on Attitude Formation and Attitude Change: A Test of Dual-Process and Social Judgment PredictionsHuman Communication Research, 33
K. Kazadi, A. Lievens, D. Mahr (2016)
Stakeholder co-creation during the innovation process: Identifying capabilities for knowledge creation among multiple stakeholdersJournal of Business Research, 69
B. Roosens, Nathalie Dens (2019)
When do social alliances pay off? How the effect on corporate image depends on consumers’ prosocial attitudesJournal of Brand Management, 26
S. Boerman, E. Reijmersdal, P. Neijens (2012)
Sponsorship Disclosure: Effects of Duration on Persuasion Knowledge and Brand ResponsesJournal of Communication, 62
Amna Kirmani, A. Rao (2000)
No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product QualityJournal of Marketing, 64
Rajiv Vaidyanathan, P. Aggarwal (2000)
Strategic brand alliances: implications of ingredient branding for national and private label brandsJournal of Product & Brand Management, 9
Bashar Gammoh, Kevin Voss, G. Chakraborty (2006)
Consumer evaluation of brand alliance signalsPsychology & Marketing, 23
B. Nielsen (2005)
The role of knowledge embeddedness in the creation of synergies in strategic alliancesJournal of Business Research, 58
Aron Levin, Irwin Levin, C. Heath (2003)
Product Category Dependent Consumer Preferences for Online and Offline Shopping Features and Their Influence on Multi-Channel Retail AlliancesJ. Electron. Commer. Res., 4
Christina Rodrigue, Abhijit Biswas (2004)
Brand alliance dependency and exclusivity: an empirical investigationJournal of Product & Brand Management, 13
Ji Lee, Shyam Sundar (2013)
To Tweet or to Retweet? That Is the Question for Health Professionals on TwitterHealth Communication, 28
Ellen Enkel, O. Gassmann, H. Chesbrough (2009)
Open R&D and Open Innovation: Exploring the PhenomenonNew Institutional Economics
(2013)
Under the influence: consumer trust in advertising
Janas Sinclair, T. Irani (2005)
ADVOCACY ADVERTISING FOR BIOTECHNOLOGY: The Effect of Public Accountability on Corporate Trust and Attitude Toward the AdJournal of Advertising, 34
Oliver Schnittka, Marius Johnen, F. Völckner, H. Sattler, Isabel Villeda, K. Urban (2017)
The impact of different fit dimensions on spillover effects in brand alliancesJournal of Business Economics, 87
(1994)
Brand alliances as signals of product quality
Ryan Jacobson, Chad Mortensen, R. Cialdini (2011)
Bodies obliged and unbound: differentiated response tendencies for injunctive and descriptive social norms.Journal of personality and social psychology, 100 3
J. Austin, M. Seitanidi (2012)
Collaborative Value CreationNonprofit and Voluntary Sector Quarterly, 41
C. Derbaix (1995)
The Impact of Affective Reactions on Attitudes toward the Advertisement and the Brand: A Step toward Ecological ValidityJournal of Marketing Research, 32
Joseph Bonner, O. Walker (2004)
Selecting influential business-to-business customers in new product development: Relational embeddedness and knowledge heterogeneity considerationsJournal of Product Innovation Management, 21
Ali Besharat (2010)
How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approachIndustrial Marketing Management, 39
J. Hair, W. Black, Barry Babin, Rolph Anderson (2009)
Multivariate Data Analysis (7th ed.
M. Dacin, C. Oliver, Jean-Paul Roy (2007)
The legitimacy of strategic alliances: an institutional perspectiveSouthern Medical Journal, 28
K. Kelly (2001)
Stewardship: The Fifth Step in the Public Relations Process
P. Dilling (2011)
Stakeholder perception of corporate social responsibilityInternational Journal of Management and Marketing Research, 4
A. Rindfleisch, C. Moorman (2001)
The Acquisition and Utilization of Information in New Product Alliances: A Strength-of-Ties PerspectiveJournal of Marketing, 65
Tansev Geylani, F. Hofstede, J. Inman, Albert Frey (2008)
Image Reinforcement or Impairment: The Effects of Co-Branding on Attribute UncertaintyMark. Sci., 27
Suzan Burton, Alena Soboleva, Kate Daellenbach, D. Basil, Terry Beckman, S. Deshpande (2017)
Helping those who help us: co-branded and co-created Twitter promotion in CSR partnershipsJournal of Brand Management, 24
S. Dickinson, Tara Heath (2008)
Cooperative Brand Alliances: How to Generate Positive EvaluationsAustralasian Marketing Journal, 16
Barbara Lafferty, Ronald Goldsmith, G. Hult (2004)
The impact of the alliance on the partners: A look at cause–brand alliancesPsychology & Marketing, 21
Kristien Daems, Patrick Pelsmacker, Ingrid Moons (2019)
Advertisers’ perceptions regarding the ethical appropriateness of new advertising formats aimed at minorsJournal of Marketing Communications, 25
Barbara Lafferty (2007)
The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibilityJournal of Business Research, 60
(2010)
Diffusion of innovations: Simon and Schuster
Melissa Schilling (2015)
Technology Shocks, Technological Collaboration, and Innovation OutcomesManagement of Innovation eJournal
S. Newell, R. Goldsmith (2001)
The development of a scale to measure perceived corporate credibilityJournal of Business Research, 52
(2015)
Signaling Teamwork: How Brand Prominence in Brand Alliance Communication Can Influence Customer Perception
This paper aims to assess the effects of explicit partner brand mentions (as opposed to a mere partnership mention) in communications by brand allies on consumers’ purchase intention and willingness to pay for an innovation, as mediated by the perceived relational embeddedness of the allies and their respective perceived corporate credibility. In Study 1, the authors investigate the effects of (reciprocal) explicit brand mentions by both allies (as opposed to by a single ally) and further test whether explicit brand mentions moderate spillover effects from the ally. In Study 2, the authors investigate the effect of reciprocity of explicit brand mentions and whether this is moderated by a company’s experience.Design/methodology/approachThe authors conduct two online experiments. Study 1 (N = 216) is a four-level between-subjects experiment (single communication by Partner A with explicit brand mention, single communication by Partner B with explicit brand mention, explicit brand mentions by both allies and mere partnership mention by both allies) where participants judge a social alliance related to a new tablet. Study 2 (N = 376) builds upon these findings in a 4 (explicit brand mentions by both allies; mere partnership mention by both allies; explicit brand mention by Partner A, mere partnership mention by Partner B; explicit brand mention by partner B, mere partnership mention by Partner A) × 2 (Partner A experience: established vs startup) between-subjects experimental design for a co-created battery.FindingsSpillover effects from one ally to the other are stronger with explicit brand mentions than with a mere partnership mention. There is no added value of two allies communicating over one, provided that both partners explicitly mention their partner brand. However, when allies do communicate separately, it is crucial that an explicit brand mention is reciprocated. This effect is explained by an increase in the perceived relational embeddedness of the partners, which in turn positively influences their corporate credibility. This effect does not differ depending on a company’s experience.Originality/valueThis research is one of the first to study effects of how a brand alliance is communicated and extends previous studies on the effects of communication about brand and co-creation alliances by demonstrating that communications moderate spillover effects, that brand mention reciprocity is crucial, and by introducing the concept of perceived relational embeddedness.
European Journal of Marketing – Emerald Publishing
Published: Mar 5, 2019
Keywords: Brand alliance; Communication; Reciprocity; Partners; Brand mention; Relational embeddedness
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.