The impact of different fit dimensions on spillover effects in brand alliances
Abstract
Brand alliances represent a popular business strategy in many industries, because firms hope to evoke positive consumer evaluations of both the alliance’s product and the partner brands. However, extant research offers mixed findings regarding the effects of a brand alliance on its partner brands (i.e., spillover effects). In response, this study separates spillover effects into the effects of the alliance product on the partner brands (brand...
Paper Details
Title
The impact of different fit dimensions on spillover effects in brand alliances
Published Date
Feb 21, 2017
Volume
87
Issue
7
Pages
899 - 925
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