search query: @indexterm BRANDS / total: 1643
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| Author: | Arnett, D.B. Laveria, D.A. Wilcox, J.B. |
| Title: | A longitudinal examination of the effects of retailer-manufacturer brand alliances: The role of perceived fit |
| Journal: | Journal of Marketing Management
2010 : FEB, VOL. 26:1-2, p. 5-27 |
| Index terms: | brands retailing alliances management strategy competitive advantage |
| Language: | eng |
| Abstract: | The equity associated with an organisation's brands has been identified as a valuable source of competitive advantage. Considerable resources are devoted by organisations to developing strategies that allow them to build and/or maintain strong brand names. This article examines brand alliances between retailers and manufacturers, focusing on the role of perceived fit between the partnering brands. Furthermore, the article investigates the influence that retailer-manufacturer brand alliances have on: retailer equity, manufacturer brand equity; the intention of consumers to frequent the stores of the retailer involved in the brand alliance (shopping intention); and the intention of consumers to purchase products from the manufacturer involved in the brand alliance (purchase intention). A model is developed using data from over 300 consumers, and the results suggest, among others, that brand alliances have the potential to be beneficial to both retailers and manufacturers. |
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