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Articles (49)

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1-10 of 49 results for brand alliance

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Select article: Cooperative Brand Alliances: How to Generate Positive Evaluations

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Research article

First published 2008-12

Cooperative Brand Alliances: How to Generate Positive Evaluations

Sonia J. Dickinson, Tara Heath

Australasian Marketing Journal

Select article: The Role of the Partner Brand's Social Media Power in Brand Alliances

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Research article

First published 2018-5

The Role of the Partner Brand's Social Media Power in Brand Alliances

Ann-Kristin Kupfer, Nora Pähler vor der Holte, Raoul V. Kübler [...]

Journal of Marketing

Select article: Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes

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Research article

First published 1998-2

Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes

Bernard L. Simonin, Julie A. Ruth

Journal of Marketing Research

Select article: Composite Branding Alliances: An Investigation of Extension and Feedback Effects

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Research article

First published 1996-11

Composite Branding Alliances: An Investigation of Extension and Feedback Effects

C. Whan Park, Sung Youl Jun, Allan D. Shocker

Journal of Marketing Research

Select article: Leveraging Cofollowership Patterns on Social Media to Identify Brand Alliance Opportunities

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Research article

First published 2022-7

Leveraging Cofollowership Patterns on Social Media to Identify Brand Alliance Opportunities

Pankhuri Malhotra, Siddhartha Bhattacharyya

Journal of Marketing

Select article: Creating Effective Cause-Related Marketing Campaigns

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Research article

First published 2012-7

Creating Effective Cause-Related Marketing Campaigns

Beth Myers, Wi-Suk Kwon, Sandra Forsythe

Clothing and Textiles Research Journal

Select article: Expected Price and User Image for Branded and Co-Branded Sports Apparel

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Research article

First published 2013-9

Expected Price and User Image for Branded and Co-Branded Sports Apparel

D. Gloria Wu, Laurence Chalip

Sport Marketing Quarterly

Select article: Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning

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Research article

First published 2003-7

Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning

Stephen Brown, Robert V. Kozinets, John F. Sherry

Journal of Marketing

Select article: The Impact of Sponsor Fit on Brand Equity

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Research article

First published 2006-08

The Impact of Sponsor Fit on Brand Equity

Karen L. Becker-Olsen, Ronald Paul Hill

Journal of Service Research

Select article: Ingredient Branding: A Differentiation Strategy for the Commoditized World

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Research article

First published 2020-12

Ingredient Branding: A Differentiation Strategy for the Commoditized World

Tapish Panwar, Kalim Khan

Paradigm: A Management Research Journal

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