دانلود رایگان مقاله انگلیسی ارزیابی ماندگاری اتحادیه های برند با استفاده از روش های بیزی - اشپرینگر 2018

Abstract

This study examines the duration of brand alliances (or co-brands), a brand strategy in which two brands are offered as one joint product. Previous research has suggested these alliances are short-lived, but little empirical evidence exists to explore what may drive the longevity of such alliances. The study uses actual market data for 524 brand alliances in 83 product categories of consumer packaged goods during a 13-year period. Controlling for market share, several factors that might influence brand alliance duration are examined: type of alliance, ownership by the same parent company, and the number of relationships. Using a Bayesian hazard model to estimate duration, the results show a brand alliance lasts longer if it is an ingredient brand alliance (rather than licensed) and both brands are owned by the same parent company. Additionally, having more partnerships helps a brand alliance last longer, but too many alliances have a negative effect on staying in the marketplace. The findings suggest that brand managers looking to enter into a brand alliance can anticipate how long the product might last based on these partnership factors.

Limitations and future research directions

Amidst these contributions, several limitations are worth noting. One, the data set consists of brand alliances that have achieved some degree of relevance in the marketplace. IRI has set a minimal threshold (0.5% of households purchasing the product) for reporting product market performance. This study should motivate future research involving new data sets that might address this. Two, other considerations may highlight the decision to exit the marketplace, which may or may not be up to the brand manager. While prior research has shown that there is no selfselection bias for deciding to enter into an ingredient brand alliance (Koschmann and Bowman 2016), a product may intentionally have a limited shelf-life regardless of market performance. Data that incorporate this information from inside the firm may help answer this. Although working with consumer packaged goods is a particular product arena, it presents an opportunity in other settings. Brand alliances are frequent practices in other areas such as services. One such example is the Delta Airlines credit card by American Express. Brand alliance processes and outcomes in these contexts are less known. Another avenue is the long-term effects of brand alliances. While most brand alliances are relatively short-lived in the marketplace, there may be persistent, long-term effects. These effects could occur for both the primary brand and secondary brand. Finally, while some existing research has examined brand alliances from inside the firm, a more comprehensive look at sharing and outcomes could be of interest. Not only would investigating profitability (and how profits are split between the brands) be of interest to managers, but also the impact of transaction costs and governance.