Klostermann, Jan; Hinze, Tobias K.; Völckner, Franziska; … - In: Journal of the Academy of Marketing Science 52 (2023) 2, pp. 449-469
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...
