Journal of Business Economics

, Volume 87, Issue 7, pp 899–925 | Cite as

The impact of different fit dimensions on spillover effects in brand alliances

  • Oliver Schnittka
  • Marius Johnen
  • Franziska Völckner
  • Henrik Sattler
  • Isabel Victoria Villeda
  • Kathrin Urban
Original Paper
  • 297 Downloads

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 alliance effects) and the effects between partner brands (brand contrast effects), while also noting the potential moderating impact of perceived attitude- and product-based fit between partner brands on resulting spillover effects. Two experimental studies consistently reveal the existence of brand contrast effects; furthermore, the partner brand’s attitude-based fit reduces undesired brand contrast effects and positively moderates spillover effects in brand alliances, whereas product-based fit does not. Therefore, a third study identifies relevant drivers of partner brand’s attitude-based fit for different brand alliances (i.e., co-branding, ingredient branding, and joint advertising). The findings have notable implications for the design and management of brand alliances.

Keywords

Brand management Brand alliances Attitude-based partner fit Product-based partner fit Brand contrast effects 

JEL Classification

M31 M37 

References

  1. Aaker DA (1990) How will the Japanese compete in retail services? Calif Manag Rev 33:54–67CrossRefGoogle Scholar
  2. Aaker DA (1996) Measuring brand equity across products and markets. Calif Manag Rev 38:102–120CrossRefGoogle Scholar
  3. Ajzen I, Fishbein M (1975) A Bayesian analysis of attribution processes. Psychol Bull 82:261–277CrossRefGoogle Scholar
  4. Baumgarth C (2003) Wirkungen des Co-Branding. Gabler, WiesbadenCrossRefGoogle Scholar
  5. Bhat S, Reddy SK (2001) The impact of parent brand attribute associations and affect on brand extension evaluation. J Bus Res 53(111):22Google Scholar
  6. Carter RE, Curry DJ (2013) Perceptions versus performance when managing extensions: new evidence about the role of fit between a parent brand and an extension. J Acad Mark Sci 41:253–269CrossRefGoogle Scholar
  7. Cialdini RB, Trost MR, Newsome JT (1995) Preference for consistency: the development of a valid measure and the discovery of surprising behavioral implications. J Pers Soc Psychol 69:318–328CrossRefGoogle Scholar
  8. Cornelis P (2010) Effects of co-branding in the theme park industry: a preliminary study. Int J Contemp Hosp Manag 22:775–796CrossRefGoogle Scholar
  9. Edwards JR (2008) Seven deadly myths of testing moderation in organizational research. In: Lance CE, Vandenberg RJ (eds) Staistical and methodological myths and urban legends: Received doctrine, verity, and fable in the organizational and social sciences. Routledge, New York, pp 143–164Google Scholar
  10. Faircloth JB, Capella LM, Alford BL (2001) The effect of brand attitude and brand image on brand equity. J Mark Theor Pract 9:61–75CrossRefGoogle Scholar
  11. Fang X, Mishra S (2002) The effect of brand alliance portfolio on the perceived quality of an unknown brand. Adv Consum Res 29:519–520Google Scholar
  12. Fornell C, Larcker DF (1981) Evaluating structural equation models with unobservable variables and measurement error. J Mark Res 18:39–50CrossRefGoogle Scholar
  13. Geylani T, Inman JJ, Hofstede FT (2008) Image reinforcement or impairment: the effects of co-branding on attribute uncertainty. Mark Sci 27:730–744CrossRefGoogle Scholar
  14. Hayes AF (2013) Introduction to mediation, moderation, and conditional process analysis: A regression based approach. Guilford Press, New YorkGoogle Scholar
  15. Helmig B, Huber JA, Leeflang PSH (2008) Co-branding: the state-of-the-art. Schmalenbach Bus Rev 60:359–377Google Scholar
  16. Herr PM, Sherman SJ, Fazio RH (1983) On the consequences of priming: assimilation and contrast effects. J Exp Soc Psychol 19:323–340CrossRefGoogle Scholar
  17. Huber JA (2005) Co-Branding als Strategieoption der Markenpolitik: Kaufverhalten bei Co-Brand-Produkten und negative Rückwirkungseffekte auf die Muttermarken. Gabler, WiesbadenCrossRefGoogle Scholar
  18. Janiszewski C, van Osselaer SMJ (2000) A connectionist model of brand–quality associations. J Mark Res 37:331–350CrossRefGoogle Scholar
  19. Keller KL (1993) Conceptualizing, measuring, managing customer-based brand equity. J Mark 57:1–22CrossRefGoogle Scholar
  20. Keller KL, Aaker DA (1992) The effects of sequential introduction of brand extensions. J Mark Res 29:35–50CrossRefGoogle Scholar
  21. Krishna A (2016) A clearer spotlight on spotlight: understanding, conducting and reporting. J Consum Psychol 26:315–324CrossRefGoogle Scholar
  22. Lanseng EJ, Olsen LE (2012) Brand alliances: the role of brand concept consistency. Eur J Mark 46:1108–1126CrossRefGoogle Scholar
  23. Levin AM, Levin IR, Heath CE (2003) Product category dependent consumer preferences for online and offline shopping features and their influence on multichannel retail alliances. J Electron Commer Res 4:85–93Google Scholar
  24. Mason CH, Perreault WD (1991) Collinearity, power, and interpretation of multiple regression analysis. J Mark Res 28:268–280CrossRefGoogle Scholar
  25. Park CS, Srinivasan V (1994) A survey-based method for measuring and understanding brand equity and its extendibility. J Mark Res 31:271–288CrossRefGoogle Scholar
  26. Park CW, Jun SY, Shocker AD (1996) Composite branding alliances: an investigation of extension and feedback effects. J Mark Res 33:453–466CrossRefGoogle Scholar
  27. Podsakoff PM, Organ DW (1986) Self-reports in organizational research problems and prospects. J Manag 12:531–544Google Scholar
  28. Podsakoff PM, MacKenzie SB, Podsakoff NP, Lee JY (2003) Common method bias in behavioral research. J Appl Psychol 88:879–903CrossRefGoogle Scholar
  29. Rao AR, Qu L, Ruekert RW (1999) Signaling unobservable product quality through a brand ally. J Mark Res 36:258–268CrossRefGoogle Scholar
  30. Samu S, Krishnan HS, Smith RE (1999) Using advertising alliances for new product introduction: interactions between product complementarity and promotional strategies. J Mark 63:57–74CrossRefGoogle Scholar
  31. Shadish WR, Cook TD, Campbell DT (2002) Experimental and quasi-experimental designs for generalized causal inference. Houghton Mifflin, BostonGoogle Scholar
  32. Sherif M, Taub D, Hovland CI (1958) Assimilation and contrast effects of anchoring stimuli on judgments. J Exp Psychol 55:150–155CrossRefGoogle Scholar
  33. Simonin BL, Ruth JA (1998) Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. J Mark Res 35:30–42CrossRefGoogle Scholar
  34. Spiller SA, Fitzsimons GJ, Lynch JG Jr, McClelland GH (2013) Spotlights, floodlights, and the magic number zero: simple effect tests in moderated regression. J Mark Res 50:277–288CrossRefGoogle Scholar
  35. Srinivasan V (1979) Network models for estimating brand-specific effects in multi-attribute marketing models. Manag Sci 25:11–21CrossRefGoogle Scholar
  36. Swaminathan V, Reddy SK, Dommer SL (2012) Spillover effects of ingredient branded strategies on brand choice: a field study. Mark Lett 23:237–251CrossRefGoogle Scholar
  37. Tversky A (1977) Features of similarity. Psychol Rev 84:327–352CrossRefGoogle Scholar
  38. Vaidyanathan R, Aggarwal P (2000) Strategic brand alliances: implications of ingredient branding for national and private label brands. J Prod Brand Manag 9:214–228CrossRefGoogle Scholar
  39. Van der Lans R, Van den Bergh B, Dieleman E (2015) Partner selection in brand alliances: an empirical investigation of the drivers of brand fit. Mark Sci 33:51–66Google Scholar
  40. Van Osselaer SMJ, Janiszewski C (2001) Two ways of learning brand associations. J Consum Res 28:202–223CrossRefGoogle Scholar
  41. Varadarajan PR, Cunningham MH (1995) Strategic alliances: a synthesis of conceptual foundations. J Acad Mark Sci 23:282–296CrossRefGoogle Scholar
  42. Voss KE, Gammoh BS (2004) Building brands through brand alliances: does a second ally help? Mark Lett 15:147–159CrossRefGoogle Scholar
  43. Voss KE, Tansuhaj P (1999) Consumer perspective on foreign market entry: building brands through brand alliances. J Int Consum Market 11:39–58CrossRefGoogle Scholar
  44. Walchli SB (2007) The effects of between-partner congruity on consumer evaluation of cobranded products. Psychol Mark 24:947–973CrossRefGoogle Scholar
  45. Washburn JH, Till BD, Priluck R (2000) Co-branding: brand equity and trial effects. J Consum Mark 17:591–604CrossRefGoogle Scholar
  46. Washburn JH, Till BD, Priluck R (2004) Brand alliance and customer-based brand-equity effects. Psychol Mark 21:487–508CrossRefGoogle Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2017

Authors and Affiliations

  • Oliver Schnittka
    • 1
  • Marius Johnen
    • 2
  • Franziska Völckner
    • 3
  • Henrik Sattler
    • 4
  • Isabel Victoria Villeda
    • 5
  • Kathrin Urban
    • 6
  1. 1.Department of Environmental and Business EconomicsUniversity of Southern DenmarkEsjbergDenmark
  2. 2.Institute of MarketingUniversity of HamburgHamburgGermany
  3. 3.Seminar for Marketing and Brand ManagementUniversity of CologneCologneGermany
  4. 4.Head of the Institute of MarketingUniversity of HamburgHamburgGermany
  5. 5.Batten & Company GmbHDüsseldorfGermany
  6. 6.Department for MarketingTechnical University BerlinBerlinGermany

Personalised recommendations