...Cinzia Pinello; Pasquale Massimo Picone; Arabella Mocciaro Li Destri 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 marketing research agenda for almost three decades...

...Bashar S. Gammoh; Kevin E. Voss Purpose The purpose of this paper is to investigate alliance formation competence and attitudes toward brand alliances as antecedents of the firm's propensity to brand ally. It aims to test the hypothesis that the relationship between alliance experience...

...Even Johan Lanseng; Lars Erling Olsen Purpose Previous research demonstrates the importance of product category fit in evaluating brand alliances. However, many factors determine fit between alliance partners. For example, conclusions from brand extension research suggest that the evaluation...

..., it is the first study to explicitly compare two important brand growth strategies, brand extensions and brand alliances, in the same controlled experimental study. Second, we propose a theoretical explanatory mechanism which predicts that the performance of extension vs alliance strategies is dependent...