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Brand Alliances: The Influence of Brand Partners on the Strength of Brand Associations

39 Pages Posted: 5 Dec 2011  

Chris Janiszewski

University of Florida - Department of Marketing

Lien Kwee

University of Indonesia (UI) - Department of Management

Tom Meyvis

New York University (NYU) - Department of Marketing

Date Written: December 3, 2002

Abstract

Managers of new-to-the-market ingredient brands often use brand alliances to help establish the identity of an ingredient brand name. One common form of a brand alliance is joint branding in which an ingredient brand name is promoted on the host brand package. For new-to-the-market or little known ingredient brands, joint branding is an opportunity for increased exposure, increased product trial, and the formation of stronger associations to benefits that characterize the host brand. Thus, it should not be surprising that new-to-the-market ingredient brands actively recruit well-established host brand partners. However, we will show that it is not the strength of the host brand associations to the target benefit that is responsible for changes in the perception of the ingredient brand. Instead, it is the level of improvement in the joint branded product relative to the host branded product that drives changes in perceptions about the benefits delivered by the ingredient brand. Therefore, ingredient brands may often benefit from an alliance with a host brand that has weaker, rather than stronger, associations with a key product benefit.

Keywords: Co-branding, brand associations, brand alliances, learning, product benefits

JEL Classification: D12, D83, M30

Suggested Citation

Janiszewski, Chris and Kwee, Lien and Meyvis, Tom, Brand Alliances: The Influence of Brand Partners on the Strength of Brand Associations (December 3, 2002). Available at SSRN: https://ssrn.com/abstract=1967911 or http://dx.doi.org/10.2139/ssrn.1967911

Chris Janiszewski (Contact Author)

University of Florida - Department of Marketing ( email )

Gainesville, FL 32611
United States

Lien Kwee

University of Indonesia (UI) - Department of Management ( email )

Campus UI Depok
depok, jawa barat 16424
Indonesia

Tom Meyvis

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

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