A longitudinal examination of the effects of retailer-manufacturer brand alliances: The role of perceived fit

Research output: Contribution to journalArticlepeer-review

24 Scopus citations

Abstract

One resource that has been identified as a valuable source of competitive advantage is the equity associated with an organisation's brands. Organisations devote considerable resources to developing strategies that allow them to build and/or maintain strong brand names. This study investigates brand alliances between retailers and manufacturers. The role of perceived fit between the partnering brands is explored. In addition, the study examines the influence that retailer-manufacturer brand alliances have on: retailer equity; manufacturer brand equity; the intention of consumers to frequent the stores of the retailer involved in the brand alliance (shopping intention); and the intention of consumers to purchase products from the manufacturer involved in the brand alliance (purchase intention).

Original languageEnglish
Pages (from-to)5-27
Number of pages23
JournalJournal of Marketing Management
Volume26
Issue number1-2
DOIs
StatePublished - 2010

Keywords

  • Brand alliances
  • Brand equity
  • Brand management
  • Brand strategy
  • Retailer equity

Fingerprint

Dive into the research topics of 'A longitudinal examination of the effects of retailer-manufacturer brand alliances: The role of perceived fit'. Together they form a unique fingerprint.

Cite this