The authors examine the growing and pervasive phenomenon of brand alliances as they
affect consumers' brand attitudes. The results of the main study (n= 350) and two replication …

This research reports an independent assessment of a recently developed set of consumer-
based brand equity measures. Yoo and Donthu (1997) developed a multidimensional …

Modern economies depend on innovation in services for their future growth. Service
innovation increasingly depends on information technology and digitization of information …

This research examines brand alliances, a specific marketing strategy designed to transfer
the positive brand equity of two or more partner brands to the newly created joint brand. The …

E‐commerce is rapidly diffusing in developing regions of the world. Its share is still small
even in modern retail, except in the frontrunner China, but it is developing quickly in Asia …

Purpose–The paper seeks to discuss and analyse the nature of place umbrella brands and
the role such brands play in promotion of a country, a region, or a city. The purpose is also to …

Events, arts programs, and civic activities are oftentimes sponsored by more than one
company/brand. In contrast to the interest in multiple-brand marketing activities in other …

Purpose The motivations behind co-branding alliances, the differences in performance
between the paired brands and the emergence of “spillover effects” have been pillars of the …

Fueled by digital distribution, unbundling is prevalent in many information and entertainment
industries. What is the effect of this unbundling on sales, and what bundle characteristics …

Current research into co-branding and brand extensions indicates that these marketing
strategies benefit firms, yet marketing literature examines the concepts only independently …