Brand alliance dependency and exclusivity: an empirical investigation

Christina S. Rodrigue (Visiting Assistant Professor at the College of Business Administration, Loyola University New Orleans, New Orleans, Louisiana, USA)
Abhijit Biswas (K‐Mart Endowed Chair and Professor, Department of Marketing, School of Business Administration, Wayne State University, Detroit, Michigan, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 1 December 2004


This paper examines the effects of resource dependency and contract exclusivity on the attitudes and intentions of consumers in brand alliances. Findings indicate that attitudes of the brands before the alliance (pre‐attitudes) have a positive effect on the attitude toward the alliance, which has a positive effect on perceived quality of the alliance, willingness to pay a premium price and purchase intention. Further, attitudes toward the brands after the alliance (post‐attitudes) reveal a positive spillover effect for both the host and ally brands. Interestingly, the moderating effects of dependency and exclusivity differ based on whether the brand serves as the host or the ally brand in the alliance. Analyses conducted after controlling for the effects of familiarity of the ally brands revealed consistent results.



Rodrigue, C. and Biswas, A. (2004), "Brand alliance dependency and exclusivity: an empirical investigation", Journal of Product & Brand Management, Vol. 13 No. 7, pp. 477-487.

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Copyright © 2004, Emerald Group Publishing Limited

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