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 – 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...

Purpose – To develop and test a new model of relational exchange in marketing‐oriented non‐equity international strategic alliances. Design/methodology/approach – The model is tested using a sample of 97 matched dyads of US and Japanese firms in the electronics industry. The model was...