Brands often form alliances to enhance their brand equities. In this paper, we examine the alliances between professional athletes (athlete brands) and sports teams (team brands) in the National Basketball Association (NBA). Athletes and teams match to maximize the total added value created by...

The main objective of this communication is to propose an analytical framework for the study of brand alliances in using a network perspective. Indeed, the research upon brand alliances has been mainly focused on the impacts of such strategies on the consumer side (Cegarra and Michel, 2001; Abratt...

The objective of the research is to put in evidence the interorganizational dynamics of brand alliances. More specifically the aim of the paper is to identify the business-to-business interactions within brand alliances through the governance adaptations that occur during a period of time. We...

Purpose – The purpose of this research is to investigate how companies in the reinforcing bar industry and the construction industry operate and implement brand alliances. Design/methodology/approach – This research uses a qualitative interview survey and the grounded theory method to...

Purpose – Brand managers must decide between extension and alliance strategies to grow their brands. This paper aims to describe testing of consumers' responses to two alternative brand growth strategies: an extension strategy whereby a brand moves into a new category alone, and an alliance...

Purpose – Previous research demonstrates the importance of product category fit in evaluating brand alliances. However, many factors determine fit between alliance partners. For example, conclusions from brand extension research suggest that the evaluation is a question not only of product...

Purpose – The purpose of this paper is to investigate alliance formation competence and attitudes toward brand alliances as antecedents of the firm's propensity to brand ally. It aims to test the hypothesis that the relationship between alliance experience and alliance competence is moderated...

Purpose – This study seeks to explore the value of using brand alliances, or co‐branding strategies, to influence consumer perceptions of new brand extensions under circumstances where the firm (parent brand) introduces new products that will be targeted to product categories within which...

Purpose – This study aims to examine the factors that drive consumers' trial and repeat purchases of cobranded extensions, and the amount of spillover effects on host and ingredient brands. Design/methodology/approach – The analysis uses a comprehensive consumer transaction dataset that...