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1 – 10 of 32
Article
Publication date: 7 April 2014

Jaywant Singh, Stavros P. Kalafatis and Lesley Ledden

Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands’…

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Abstract

Purpose

Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands’ positioning on consumers’ perceptions of cobrand positioning has not been investigated. The aim of the present study is to fill this gap.

Design/methodology/approach

Employing a quasi-experimental design, the authors create cobranding scenarios in three product categories (tablet computers, cosmetics, and smart phones). The data are collected via structured questionnaires resulting in 160 valid responses. The data are analyzed employing Partial Least Squares-based Structural Equation Modeling (PLS-SEM), and consumer evaluation of cobrands is tested in relationship to the prior positioning of the parent brands, product fit and brand fit, along with post-alliance positioning perceptions of the partner brands.

Findings

The results confirm brand positioning as a robust indicator of consumer evaluation of cobrands. Positioning perceptions of partner brands are positively related to cobrand positioning perceptions. In addition, pre-alliance positioning significantly relate to post-alliance positioning, confirming cobranding as a viable strategy for partner brands.

Research limitations/implications

The paper recommends research that could reveal the impact of differential brand equities of partner brands, such as, between a high-equity brand and a low/moderate-equity brand, mixed brand alliances – product/service; service/service, and at different levels of partner brand familiarity.

Practical implications

Managers should design cobrand positioning based on existing positioning perceptions of the partner brands, rather than focussing on product fit and brand fit.

Originality/value

The study demonstrates the focal role of positioning strategies of partner brands in consumer evaluation of cobrands.

Details

Marketing Intelligence & Planning, vol. 32 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 28 September 2012

Alireza Daneshfar and Henry Adobor

The purpose of this paper is to extend the line of research on the ex ante valuation of the economic payoff from strategic alliances. The paper links a firm's related pre‐alliance

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Abstract

Purpose

The purpose of this paper is to extend the line of research on the ex ante valuation of the economic payoff from strategic alliances. The paper links a firm's related pre‐alliance situation to an alliance announcement, to predict how investors value the alliance.

Design/methodology/approach

The researchers collected data on marketing alliances in the biotechnology and pharmaceutical industries. Using an empirical model, three hypotheses predicting how investors value alliances in the light of their knowledge of how the firm is doing before the alliance announcement were tested.

Findings

The findings indicate that investors assign higher value to marketing alliances for firms with lower inventory liquidity and product demand. Investors, in fact, rewarded firms with weak pre‐alliance positions, indicating that the alliance was perceived as a useful strategy to turnaround the weak situation.

Research limitations/implications

As is common with other event study research, the study is unable to predict the long‐term relationship between alliance announcements and performance of the alliance. A positive evaluation at the time of the announcement may not necessarily translate into long‐term success.

Practical implications

This research provides an important lesson for firms hoping to reap financial rewards from their alliance announcements. Firms may do well to time such alliance announcements to correspond with their internal situations.

Originality/value

This paper is believed to be one of the first to consider an additional piece of firm information in addition to an alliance announcement to gauge investor valuation of alliances. The research therefore extends existing research and offers a more complete understanding of how investors value alliances at their formation. The findings should be of interest to firms contemplating alliances, and enhance understanding of investor decision making.

Details

Competitiveness Review: An International Business Journal, vol. 22 no. 5
Type: Research Article
ISSN: 1059-5422

Keywords

Article
Publication date: 1 November 2018

Baolong Ma, Feiyan Cheng, Jingjing Bu and Jiefan Jiang

Although brand alliance has become quite ubiquitous in the marketplace and attracted considerable interest amongst researchers, little research has investigated its effects on the…

Abstract

Purpose

Although brand alliance has become quite ubiquitous in the marketplace and attracted considerable interest amongst researchers, little research has investigated its effects on the brand equity of partners. The purpose of this paper is to demonstrate why and how brand alliance affects the brand equity of the partners in an alliance.

Design/methodology/approach

The hypotheses were tested by analysing the data of 260 participants in China, which were collected from an experiment.

Findings

This research draws five conclusions: the brand equity of a pre-alliance partner has a positive effect on brand alliance evaluation; product fit and brand fit amongst partners also have a positive effect on brand alliance evaluation; alliance brand evaluation has a positive impact on the brand equity of a post-alliance brand; the brand equity of a pre-alliance partner exerts a positive effect on the brand equity of a post-alliance partner; and the spillover effect of brand alliance for a weak brand is stronger than that of a strong brand in an asymmetrical brand alliance.

Originality/value

This research introduces brand equity into the field of brand alliance. From the perspective of consumer perception, the authors measure brand equity and provide insights for a company to effectively enhance brand equity through brand alliance. The authors explore ways to increase the brand equity of partners through brand alliance. Additionally, the authors discuss the spillover effects of the brand equity of partners in symmetric and asymmetric brand alliances.

Details

Journal of Contemporary Marketing Science, vol. 1 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 1 March 2003

Purnendu Mandal, Peter E.D. Love and Zahir Irani

Traditional business models are undergoing a process of redefinition following the drive to develop new business structures that support competition. The result of this has led to…

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Abstract

Traditional business models are undergoing a process of redefinition following the drive to develop new business structures that support competition. The result of this has led to the development of virtual organizations, which are founded on alliance structures. In this paper a case study is used to describe the way in which a telecommunications organization and other retail electricity organizations initiated a strategic alliance, so that they could improve their market position, financial stability and customer base. A case study is used to describe the way in which a telecommunications organization explored how a strategic alliance with retail electricity organizations would be structured. Pre‐alliance activities and its impact on alliance formation, such as the design of an information systems framework, are presented and discussed. The experiences identified from the case study provide a learning opportunity for those organizations that are seeking to seize new business opportunities through strategic alliances.

Details

Management Decision, vol. 41 no. 2
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 1 October 2021

Nakul Parameswar, Sanjay Dhir, Tran Tien Khoa, Antonino Galati and Zafar U. Ahmed

While the number of global alliance terminations in the business world has grown steadily during the past few decades, the scholarly literature on strategic alliance (SA…

Abstract

Purpose

While the number of global alliance terminations in the business world has grown steadily during the past few decades, the scholarly literature on strategic alliance (SA) termination remains limited. This research paper aims to perform a bibliometric analysis of the literature on alliance termination and propose a model for future research agenda that links the termination phase to the pre-alliance termination phase and post alliance termination phase.

Design/methodology/approach

A search query on global alliance termination identified a total of 69 research papers from the Scopus database, and a bibliometric analysis was performed using the bibliometrix R-package and VOSviewer. The analysis further used the TCCM framework to review the set of papers.

Findings

This research analysis reveals that, compared to the pre-formation, formation, and process stages of alliances, limited research has been undertaken on global alliance termination. The bibliometric analysis and TCCM framework provide a complete view of the extant literature on global alliance termination from different dimensions and act as the which as the foundation for a developing the research agenda that links pre-alliance termination phase and post-alliance termination phase to that of alliance termination phase.

Research limitations/implications

The proposed research agenda is unique as it integrates multiple phases in the alliance lifecycle with global alliance termination phase and develops a distinct view for future research that emphasizes on the post-alliance termination phase.

Practical implications

The bibliometric analysis provides a precise snapshot of the state of the literature on global alliance termination. The research agenda developed provides a direction for further academic research that links alliance termination not only to pre-alliance termination phase but also to the post-alliance termination phase that is nascently explored in the literature.

Originality/value

This study is among the few to review and synthesize the literature on global alliance termination. It, therefore, functions as a catalyst to draw global scholars' attention. Further, it provides global researchers with direction by proposing a global research agenda.

Details

International Marketing Review, vol. 39 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 November 2003

Many organizations like to get customers “onside” in their advertising by suggesting that they are somehow in business together. Slogans such as “Together we are stronger” are…

300

Abstract

Many organizations like to get customers “onside” in their advertising by suggesting that they are somehow in business together. Slogans such as “Together we are stronger” are proffered partly as flattery and partly to imply thanks: We couldn’t have done it without you. There’s a touch of sanctimony about this. However, more genuinely, many organizations – particularly within the global information and communications technology (ICT) industry – are discovering the benefits of forming alliances to gain a strategic competitive advantage.

Details

Strategic Direction, vol. 19 no. 10
Type: Research Article
ISSN: 0258-0543

Keywords

Article
Publication date: 14 October 2021

Hui Yu, Wei Yang, Na Xu and Yang Du

After receiving advertising messages, most consumers rarely purchase the advertised products at once, which results in a delay between advertising exposure and its effect. This…

Abstract

Purpose

After receiving advertising messages, most consumers rarely purchase the advertised products at once, which results in a delay between advertising exposure and its effect. This paper is devoted to exploring the advertising decision and coordination issues for a supply chain system subject to advertising immediate and delayed effects.

Design/methodology/approach

By applying the game theory, the differential game models with delay are constructed for the supply chain to examine the equilibrium advertising efforts, brand goodwill and the optimal profits under the different cooperation situations. A class of transfer payment contracts is designed to achieve the best outcome of the supply chain. Illustrative examples are given to demonstrate the effectiveness of addressed results and provide some managerial perspectives.

Findings

It can be found that the complete cooperation situation can stimulate the advertising investment, drive the product demand and improve the economic profit. Also, a class of transfer payment contracts is designed in this paper, such that the supply chain can perfectly realize the profit maximization, and each member can achieve the Pareto improvement.

Research limitations/implications

This work does not address the random market environment, which can be filled in the future. Furthermore, this paper has been done in a single supply chain structure. It is an interesting future line of research when taking competitive behavior (e.g. competition among manufacturers, retailers or supply chains) into account.

Practical implications

This study will help managers make advertising strategies, advise an optimal cooperation way and design the coordination contracts to ensure the economic development of the supply chain. These obtained conclusions may provide a valuable decision-support for marketing management.

Originality/value

For a supply chain, the most previous literature about dynamic advertising models focused on a single advertising effect-immediate effect. This work explores advertising strategy with double advertising effects and investigates the coordinating power of new transfer payment contracts.

Details

Kybernetes, vol. 52 no. 1
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 1 November 2002

John Kuada

This paper presents a conceptual model of partners’ assessment of the performance of their co‐partners in a collaborative relationship. The model’s usefulness has been illustrated…

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Abstract

This paper presents a conceptual model of partners’ assessment of the performance of their co‐partners in a collaborative relationship. The model’s usefulness has been illustrated through a study of 12 collaborative arrangements between Danish and Ghanaian companies. The results indicate gaps in partners’ expectations and perceived performance of their co‐partners. The perceptual gaps have been explained with reference to differences in motives of collaboration, intensity of interaction, cultural differences as well as the active involvement of a catalyst institution in the development of the relationship. The paper also draws attention to the policy and strategy implications of the empirical evidence.

Details

Journal of Business & Industrial Marketing, vol. 17 no. 6
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 December 1999

Melissa M. Appleyard and Gretchen A. Kalsow

Considers firms’ management of knowledge creation, diffusion and implementation. In particular, examines the diffusion link in this chain and presents a new framework where an…

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Abstract

Considers firms’ management of knowledge creation, diffusion and implementation. In particular, examines the diffusion link in this chain and presents a new framework where an ocean of ideas flows much like an ocean current. Through its past innovative activity and its employees’ professional experiences, a firm is caught up in a “technology current”. The degree of knowledge diffusion across organizations depends on encouraging and thwarting this current’s forces. The framework suggests that the ease of knowledge diffusion depends on the degree of similarity in organizations’ technical prowess. As an example, knowledge flows in the semiconductor industry are examined through citations to Intel’s journal articles. The empirical findings show that Intel’s knowledge, codified in these articles, diffuses more quickly to organizations in Western Europe and Japan than those in Taiwan and Korea. This pattern coincides with geographic market leadership and suggests that knowledge networks exist across countries.

Details

Journal of Knowledge Management, vol. 3 no. 4
Type: Research Article
ISSN: 1367-3270

Keywords

Article
Publication date: 1 August 1999

Michael S. McCarthy and Donald G. Norris

Assesses how branded ingredients affect consumer product quality perceptions, confidence in product quality perceptions, product evaluations, taste perceptions, purchase…

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Abstract

Assesses how branded ingredients affect consumer product quality perceptions, confidence in product quality perceptions, product evaluations, taste perceptions, purchase likelihoods, and reservation prices of host brands of varying quality. In two experiments, we find that branded ingredients consistently and positively affected moderate‐quality host brands, but only occasionally positively affected higher‐quality host brands. Suggests that managers of both moderate and higher‐quality host brands consider implementing branded ingredient strategies, albeit for different reasons. While moderate‐quality host brands can improve their competitive position by using branded ingredients, higher‐quality host brands generally do not. However, higher‐quality host brands may benefit most by securing the most desirable branded ingredients for their own use, thereby blocking moderate‐quality host brands from using a branded ingredient strategy to improve their competitive position.

Details

Journal of Product & Brand Management, vol. 8 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

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