Research Design and Methodology
In order to test the hypotheses contained in the proposed research model a fictitious sponsorship alliance had to be composed to serve as the experimental stimulus. An assembly of real brands that have not yet been engaged jointly in an existing sponsorship (or other brand alliance) provided for the avoidance of any image transfer effects prior to experimental intervention but still allowed to instigate measurable spillover building on preexisting brand images. Given the collaborative research approach with Migros, a major retailer in Switzerland, this corporate brand was predetermined to be entered into the alliance (subsequently referred to as "retail brand", "retailer", or "Migros").
KeywordsFatigue Covariance Marketing
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