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• W1998193735 abstract "Current research on brand alliances has focused primarily on alliances between two known, national brands. However, there is significant benefit to both parties in an alliance between a national brand and a private brand. Such alliances are gaining importance in the industry but have not been studied by marketers. The basic question explored in this study is whether using a national brand ingredient can benefit a private brand without hurting the national brand. First, a theoretical framework to explain how consumers may react to such an alliance is presented. Next, an experiment was conducted which showed that a private brand with a name brand ingredient was evaluated more positively. However, the evaluation of the national brand was not diminished by this association. Implications and future research directions are discussed." @default.
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• W1998193735 date "2000-07-01" @default.
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• W1998193735 title "Strategic brand alliances: implications of ingredient branding for national and private label brands" @default.
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• W1998193735 doi "https://doi.org/10.1108/10610420010344013" @default.
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