Brand alliances are becoming increasingly complex, as marketers have begun to combine not only two but multiple brands to foster spillover effects. A particularly complex brand-alliance strategy is team brands, which combine various brands under a team-brand name. Using data from the Marvel...

Brand alliances are becoming increasingly complex, as marketers have begun to combine not only two but multiple brands to foster spillover effects. A particularly complex brand-alliance strategy is team brands, which combine various brands under a team-brand name. Using data from the Marvel...

Many mobile app providers offer their apps for free and base their business models on user engagement. However, declining app usage over time threatens user engagement and the ability of apps to create business value. To keep users engaged, app providers use gamification, i.e., they link their...