Signaling Teamwork: How Brand Prominence in Brand Alliance Communication Can Influence Customer Perception

Kostyra, Daniel S.; Klapper, Daniel

doi:10.15358/0344-1369-2015-2-69

Cited by 3 publications

(4 citation statements)

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“…Moreover, by mentioning the other partner explicitly, the ally might further signal its commitment to the partnership. Kostyra and Klapper (2015) show that a greater “prominence” of a partner brand in communication by the other partner signals a stronger conviction of the participating brands. Consumers use this signal as a basis to believe in higher product quality due to a higher perceived brand fit, complementarity and degree of cooperation.…”

Section: Studymentioning

confidence: 87%

“…Associative network theory (Anderson and Bower, 1973; Van Osselaer and Janiszewski, 2001) considers human memory as a network of interconnected nodes that activate each other in relevant contexts. As argued before, explicit brand mentions will increase perceptions of fit, complementarity and cooperation between the partners (Kostyra and Klapper, 2015). This means that the (strength of the) links between the associative networks of the co-creating partner (s) should be stronger (more accessible) in consumers’ minds.…”

Section: Studymentioning

confidence: 87%

“…a synergy effect) to be gained when BOTH partners (implicitly or explicitly) communicate their involvement in the alliance. Kostyra and Klapper (2015) show that, when one brand mentions its partner brand more prominently in its advertising, this signals a stronger conviction of the participating brands, and potential consumers use this signal as a basis to infer higher quality due to a higher brand fit, complementarity and perceived degree of cooperation between the alliance partners.…”

Section: Introductionmentioning

confidence: 95%

“…To overcome this concern, we designed a second experimental study. Kostyra and Klapper (2015) suggest that prominent partner brand signals a stronger conviction of the participating brands, leading to perceptions of higher quality due to a higher brand fit, complementarity and perceived degree of cooperation between the alliance partners. We will introduce the concept of “perceived relational embeddedness” of alliance partners and investigate the mediating role of this construct in the relationship between co-branded communication and perceived corporate credibility.…”

Section: Studymentioning

confidence: 99%

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Quid pro quo

Roosens

Dens

Lievens

2019

European Journal of Marketing

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Purpose This paper aims to assess the effects of explicit partner brand mentions (as opposed to a mere partnership mention) in communications by brand allies on consumers’ purchase intention and willingness to pay for an innovation, as mediated by the perceived relational embeddedness of the allies and their respective perceived corporate credibility. In Study 1, the authors investigate the effects of (reciprocal) explicit brand mentions by both allies (as opposed to by a single ally) and further test whether explicit brand mentions moderate spillover effects from the ally. In Study 2, the authors investigate the effect of reciprocity of explicit brand mentions and whether this is moderated by a company’s experience. Design/methodology/approach The authors conduct two online experiments. Study 1 (N = 216) is a four-level between-subjects experiment (single communication by Partner A with explicit brand mention, single communication by Partner B with explicit brand mention, explicit brand mentions by both allies and mere partnership mention by both allies) where participants judge a social alliance related to a new tablet. Study 2 (N = 376) builds upon these findings in a 4 (explicit brand mentions by both allies; mere partnership mention by both allies; explicit brand mention by Partner A, mere partnership mention by Partner B; explicit brand mention by partner B, mere partnership mention by Partner A) × 2 (Partner A experience: established vs startup) between-subjects experimental design for a co-created battery. Findings Spillover effects from one ally to the other are stronger with explicit brand mentions than with a mere partnership mention. There is no added value of two allies communicating over one, provided that both partners explicitly mention their partner brand. However, when allies do communicate separately, it is crucial that an explicit brand mention is reciprocated. This effect is explained by an increase in the perceived relational embeddedness of the partners, which in turn positively influences their corporate credibility. This effect does not differ depending on a company’s experience. Originality/value This research is one of the first to study effects of how a brand alliance is communicated and extends previous studies on the effects of communication about brand and co-creation alliances by demonstrating that communications moderate spillover effects, that brand mention reciprocity is crucial, and by introducing the concept of perceived relational embeddedness.

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Section: Studymentioning

confidence: 87%