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Building Brands through Brand Alliances: Does a Second Ally Help? · Study

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ArticleBuilding Brands through Brand Alliances: Does a Second Ally Help?

Kevin E. Voss2004

Article2004

Building Brands through Brand Alliances: Does a Second Ally Help?

Kevin E. Voss · Bashar S. Gammoh

121 citations·0/0 files stored·Marketing Letters

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

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References

1970Information and Consumer Behavior 1974Advertising as Information 2003Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude 1998Brand Equity as a Signaling Phenomenon 1998Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes 1999Signaling Unobservable Product Quality through a Brand Ally 1987Social judgment and social memory: The role of cue diagnosticity in negativity, positivity, and extremity biases.1988Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond

Cited by

2018The Role of Corporate Reputation and Crisis Response Strategies in Data Breach Management 2010Key service drivers for high-tech service brand equity: The mediating role of overall service quality and perceived value 2019Sustainability countenance in brand equity: a critical review and future research directions 2007Extending the view of brand alliance effects 2011Country-of-origin fit's effect on consumer product evaluation in cross-border strategic brand alliance

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Year2004

Typearticle

Published2004-07-01

VenueMarketing Letters

ISSN-L0923-0645

Languageen

Citations121

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1023/b:mark.0000047390.01552.a2

openalex_workW1978390226

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2015The Influence of CSR and Ethical Self-Identity in Consumer Evaluation of Cobrands

2011Spillover effects of ingredient branded strategies on brand choice: A field study

2013Towards the formation of consensus in the domain of co-branding: Current findings and future priorities