Modeling Brand Alliance Effects Professional Services
Authors: Kristina Maiksteniene
Various formal and informal brand alliances are being formed in professional service firms. Professional service corporate brand is heavily dependent on brands of professional employees who comprise them, and professional employee brands are in turn dependent on the corporate brand. Prior work provides limited scientific evidence of brand alliance effects in professional service area – i.e., how professional service corporate-employee brand allies are affected by an alliance, what are brand attitude effects after alliance formation and how these effects vary with different strengths of an ally. Scientific literature analysis and theoretical modeling are the main methods of the current study. As a result, a theoretical model is constructed for estimating spillover effects of professional service corporate-employee brand alliances and for comparison among different professional service firm expertise practice models – from “brains" to “procedure" model. The resulting theoretical model lays basis for future experimental studies.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1077539Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1463
 Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing , 68 (1), 1-17.
 Jevons, C., Gabbott, M., & Chernatony, L. (2005). Customer and brand manager perspectives on brand relationships: a conceptual framework. Journal of Product & Brand Management , 14 (5), 300-309.
 Vargo, S. L., & Lusch, R. F. (2006). The service dominant logic of marketing: dialog, debate, and directions. Armonk, NY: ME Sharpe.
 Hill, S., & Lederer, C. (2001). The infinite asset: managing brands to build new value. Boston: Harvard Business School Press.
 Grossman, R. P. (1997). Co-branding in advertising: developing effective associations. Journal of Product & Brand Management , 6 (3), 191-201.
 Keller, K. L., & Aaker, D. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research , 29 (February), 35- 50.
 Morrin, M. (1999). The impact of brand extensions on parent brand memory strustures and retrieval processes. Journal of Marketing Research , 36 (4), 517-525.
 Keller, K. L. (1999). Managing brands for the long run: brand reinforcement and revitalization strategies. California Management Review , 41 (3), 102-124.
 Uggla, H. (2004). The brand association base: a conceptual model for strategically leveraging partner brand equity. Brand Management , 12 (2), 105-123.
 Danesi, M. (2006). Brands. New York and London: Routledge.
 Arvidsson, A. (2006). Brands: meaning and value in media culture. London and New York: Routledge.
 Varadarajan, P. R. (1985). Joint sales promotion: an emerging marketing tool. Business Horizons , 28 (5), 43-49.
 Blackett, T., & Boad, B. (2000). Co-branding: the science of alliance (2nd ed.). London: Macmillan Business.
 Keller, K. L. (2003). Strategic brand management: building, measuring, and managing brand equity (2nd ed.). Upper Saddle River: Prentice Hall.
 Washburn, J. H., Till, B. D., & Priluck, R. (2004). Brand alliance and customer-based brand equity effects. Psychology & Marketing , 21 (7), 487-508.
 Rao, A. R., & Ruekert, R. W. (1994). Brand alliances as signals of product quality. Sloan Management Review , 36 (1), 87-97.
 Urriolagoitia, L., & Planelas, M. (2007). Sponsorships as strategic alliances: a life cycle model approach. Business Horizons , 50, 157-166.
 Townsend, J. D. (2003). Understanding alliances: a review of international aspects in strategic marketing. Marketing Intelligence & Planning , 21 (3), 143-155.
 Todeva, E., & Knoke, D. (2005). Strategic alliances and models of collaboration. Management Decision , 43 (1), 123-148.
 Morrison, M., & Mezentseff, L. (1997). Learning alliances - a new dimension of strategic alliances. Management Decision , 35 (5), 351- 357.
 Elmuti, D., & Kathawala, Y. (2001). An overview of strategic alliances. Management Decision , 39 (3), 205-217.
 Fang, X., & Mishra, S. (2002). The effect of brand alliance portfolio on the perceived quality of an unknown brand. Advances in Consumer Research , 29, 519-520.
 Leuthesser, L., Kohli, C., & Suri, R. (2003). 2+2=5? A framework for using co-branding to leverage a brand. Brand Management , 11 (1), 37- 47.
 Lambin, J. J., Chumpitaz, R., & Schuiling, I. (2007). Market-driven management: strategic and operational marketing. New York, NY: Palgrave MacMillan.
 James, D. O. (2006). Extension to alliance: Aaker and Keller's model revisited. Journal of Product & Brand Management , 15 (1), 15-22.
 Henderson, G. R., Iacobucci, D., & Calder, B. J. (1998). Brand diagnostics: mapping branding effects using consumer associative networks. European Journal of Operational Research , 111.
 Lieberman, D. A. (2004). Learning and memory: an integrative approach. Belmont, CA: Wadsworth / Thomson Learning.
 Hunt, S. D. (2002). Foundations of marketing theory. Armonk, NY: M.E. Sharpe.
 Hunt, S. (1976). The nature and scope of marketing. Journal of Marketing , 40 (July), 17-28.
 Fitzgerald, B., & Howcroft, D. (1998). Towards dissolution of the IS research debate: from polarization to polarity. Journal of Information Technology Theory and Application , 13 (4), 313-326.
 Anderson, N. H. (1981). Foundations of information integration theory. New York: Academic Press.
 Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing , 35 (1), 30-42.
 Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite branding alliances: an investigation of extension and feedback effects. Journal of Marketing Research , 33 (4), 453-466.
 Levin, A. M., Davis, J. C., & Levin, I. (1996). Theoretical and empirical linkages between consumers' responses to different branding strategies. Advances in Consumer Research , 23 (1), 296-300.
 Lury, C. (2004). Brands: the Logos of the Global Economy. London and New York: Routledge.
 Wallin, A. C., & Coote, L. V. (2007). What do brands signal? Proceedings of the American Marketing Association, Winter, Vol. 18.
 Gordon, W. (2001). The darkroom of the mind - what does neuropsychology now tell us about brands? Journal of Consumer Behavior , 1 (3), 280-292.
 Abratt, R., & Motlana, P. (2002). Managing co-branding strategies: global brands into local markets. Business Horizons , 45 (5), 43-50.
 Bucklin, L. P., & Sengupta, S. (1993). Organizing sucessful comarketing alliances. Journal of Marketing , 57 (2), 32-46.
 Dickinson, S., & Barker, A. (2007). Evaluations of branding alliances between non-profit and commercial brand partner: the transfer of affect. International Journal of Nonprofit & Voluntary Sector Marketing , 12 (1), 75-89.
 Donaldson, B., & O'Toole, T. (2007). Strategic market relationships: from strategy to implementation (2nd ed.). West Sussex: John Wiley & Sons, Ltd.
 Grace, D., & O'Cass, A. (2002). Brand associations: looking through the eye of the beholder. Qualitative Market Research: an International Journal , 5 (2), 96-111.
 Pina, J. M., Martinez, E., Chernatony, L., & Drury, S. (2006). The effect of service brand extensions on corporate image: an empirical model. European Journal of Marketing , 40 (1/2), 174-197.
 Rajagopal, P., & Burnkrant, R. (2007). Conceptual combinations and inferences about ambiguous products. From combination products to brand alliances: how conceptual combination influences consumers' preferences (Abstract) , 34, 151-152.
 Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership. New York, NY: The Free Press.
 Labroo, A. A., & Lee, A. Y. (2006). Between two brands: a goal fluency account of brand evaluation. Journal of Marketing Research , 43 (3), 374-385.
 Till, B. D., & Shimp, T. A. (1998). Endorsers in advertising: the case of negative celebrity information. Journal of Advertising , 27, 67-82.
 Washburn, J. H., Till, B. D., & Priluck, R. (2000). Co-branding: brand equity and trial effects. Journal of Consumer Marketing , 17 (7), 591- 604.
 Rodrigue, C. S., & Biswas, A. (2004). Brand alliance dependency and exclusivity: an empirical investigation. Journal of Product and Brand Management , 13 (7), 477-487.
 Swaminathan, V., & Reddy, S. K. (2004). Assessing the spillover effects of ingredient branded strategies (working paper).
 Wright, O., Frazer, L., & Merrilees, B. (2007). McCafe: the McDonald's co-branding experience. Brand Management , 14 (6), 442-457.
 Lowendahl, B. R., Revang, O., & Fosstenlokken, S. M. (2001). Knowledge and value creation in professional service firms. Human Relations , 54 (7), 911-931.
 Lair, D. J., Sullivan, K., & Cheney, G. (2005). Marketization and the Recasting of the Professional Self: The Rhetoric and Ethics of Personal Branding. Management Communication Quarterly , 18 (February), 307- 343.
 Richardson, A. J., & Jones, D. B. (2007). Professional "brand", personal identity and resistance to change in the Canadian accounting profession. Accounting History , 12 (2), 135-164.
 Maister, D. H. (1997). Managing the professional service firm. New York, NY: Free Press Paperbacks.
 Gammoh, B. S., Voss, K. E., & Chakraborty, G. (2006). Consumer evaluation of brand alliance signals. Psychology and Marketing , 23 (6), 465-486.
 Suedfeld, P. (2007). Attitude change: the competing views (3rd ed.). New Brunswick: Aldine Transaction.
 Tsang, E. K., & Kwan, K.-M. (1999). Replication and theory development in organizational science: a critical realist perspective. The Academy of Management Science , 24 (4), 759-780.
 Lindsay, R. M., & Ehrenberg, A. C. (1993). The design of replicated studies. The American Statistician , 47 (3), 217-228.
 Bluemelhuber, C., Carter, L. L., & Lambe, C. J. (2007). Extending the view of brand alliance effects: an integrative examination of the role of country of origin. International Marketing Review , 24 (4), 427-443.
 Broniarczyk, S. M., & Alba, J. W. (1994). The importance of brand in brand extension. Journal of Marketing Research , 31 (May), 214-228.
 Bettman, J. R., & Sujan, M. (1987). Effects of framing on evaluation of comparable and noncomparable alternatives by expert and novice consumers. Journal of Consumer Research , 14 (September), 141-154.
 Lafferty, B. A., Goldsmith, R. E., & Hult, G. T. (2004). The impact of the alliance on the partners: a look at cause-brand alliances. Psychology & Marketing , 21 (7), 509-531.
 Babbie, E. (2007). The practice of social research (11th ed.). Belmon, CA: Thomson Wadsworth.
 Votolato, N. L., & Unnava, N. L. (2006). Spillover of negative information on brand alliances. Journal of Consumer Psychology , 16 (2), 196-202.
 Levin, A. M. (1997). Context effects in brand judgement: an investigation into consumers' responses to different branding strategies. Unpublished doctoral dissertation . Lexington: University of Kentucky.
 Levin, I. P., & Levin, A. M. (2000). Modeling the role of brand alliances in the assimilation of product evaluations. Journal of Consumer Psychology , 9 (1), 43-52.
 Samu, S., Krishnan, H. S., & Smith, R. E. (1999). Using advertising alliances for new product introduction: interaction between product complementarity and promotional strategy. Journal of Marketing , 63 (1), 57-74.
 Rao, A. R., Qu, L., & Ruekert, R. W. (1999). Signalling unobservable product quality through a brand ally. Journal of Marketing Research , 36 (2), 258-268.
 Erdem, T., & Swait, J. (1998). Brand equity as a signalling phenomenon. Journal of Consumer Psychology , 7 (2), 131-158.