Original paper
Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit
Abstract
We investigate whether partners in a brand alliance should be similar or dissimilar in brand image to foster favorable perceptions of brand fit. Using a Bayesian nonlinear structural equation model and evaluations of 1,200 brand alliances, we find that the conceptual coherence in brand personality profiles predicts attitudes towards a brand alliance. More specifically, we find that similarity in Sophistication and Ruggedness and moderate...
Paper Details
Title
Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit
Published Date
Jul 1, 2014
Journal
Volume
33
Issue
4
Pages
551 - 566
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Notes
History