Year: 2011
Type: article
Abstract: Brand partnerships are increasingly common as the cost of developing new products and brands is expensive in terms of both monetary outcomes and potential negative spillover effects to existing brand and products in a firm's portfolio. This dissertation explores how the risk associated with such brand partnerships can be reduced. In the following three essays brand partnerships in the form of brand acquisitions and co-brand arrangements are explored. Essay 1 focuses on brands joining together through brand acquisitions and the impact on firm value in terms of cumulative abnormal stock returns is used as the outcome variable of interest. In both Essay 2 and 3 co-brand arrangements are explored and the impact on consumer recall and evaluation is the outcome of interest. In all cases, managerial insights are provided to help improve the decision making process of forming such a partnership.
Author: Casey E. Newmeyer
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W197718444