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 aims to determine the extent to which the use of coordinating conjunctions enhances or impairs definitional clarity. Design/methodology/approach: In two studies, a sample of 736 construct definitions from the Journal of Marketing, Journal of Marketing Research and Journal of...

Purpose: Reciprocity has traditionally been overlooked in social exchange models of inter-firm relationships. Therefore, this research integrates reciprocity and its antecedents into a social exchange model of inter-firm relationships. Design/methodology/approach: The authors collected primary...

Purpose: The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach: Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance...

Purpose: The purpose of this study is to examine the extent to which a cause-brand alliance (CBA) leads to improved attitude toward cause-brand alliance, which in turn leads to improved brand identification. Design/methodology/approach: The approach uses a 2 × 2 × 2 between-subjects...

Purpose – The paper attempts to examine the effect of multiple brand alliances using a portfolio diversification approach. Design/methodology/approach – The paper reports the findings of a four‐level, single factor design study in which 149 randomly assigned participants were exposed to a...

Purpose – While previous research has shown a positive influence of a brand ally or a warranty, published research has not explored the effects of using multiple types of quality signals. The purpose of this paper is to explore the joint effect of a default‐independent signal (i.e. a brand...