...Casey E. Newmeyer; Julie A. Ruth Purpose Marketing managers have strategic choices when forming brand alliances. One such choice is integration, defined as the extent to which the offering is a fusion in the form and function of the partner brands. The paper aims to investigate how integration...

... credibility. This effect does not differ depending on a company’s experience. Originality/value This research is one of the first to study effects of how a brand alliance is communicated and extends previous studies on the effects of communication about brand and co-creation alliances by demonstrating...