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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.

While researchers have examined the impact of retail promotions on purchase acceleration in the past, the distinction between time‐limited and time‐independent promotions has not been made in this context. In this paper, the authors report findings from two studies. In Study 1, it was found that promotions of short duration (time‐limited), such as store coupons, accelerate purchases, whereas promotions of longer duration (time‐independent), such as manufacturer's coupons, have no such impact. In Study 2, the impact of semantic cues was examined highlighting the time‐limited nature of promotions (such as ‘10 Hours Only Sale’), impact on purchase willingness, intent to search further for deals and attitudes towards the deal. Copyright © 2003 Henry Stewart Publications.

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