Purpose – Built upon brand attitude literature, particularly the cognitive dissonance theory and contrast theory, the authors' conceptual framework aims to explain how prior consumer satisfaction with each alliance partner affects consumer attributions (i.e. credit or blame) directed toward...

Purpose – The purpose of this paper is to investigate the relationship between consumers' alliance encounter satisfaction (AES) and their behavioral intentions toward standalone platforms of host and guest partners, and the moderating effects of consumer AES attributions on AES-to-behavioral...