Modeling Brand Alliance Effects Professional Services
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.
[1] Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic
for marketing. Journal of Marketing , 68 (1), 1-17.
[2] 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.
[3] Vargo, S. L., & Lusch, R. F. (2006). The service dominant logic of
marketing: dialog, debate, and directions. Armonk, NY: ME Sharpe.
[4] Hill, S., & Lederer, C. (2001). The infinite asset: managing brands to
build new value. Boston: Harvard Business School Press.
[5] Grossman, R. P. (1997). Co-branding in advertising: developing
effective associations. Journal of Product & Brand Management , 6 (3),
191-201.
[6] Keller, K. L., & Aaker, D. (1992). The effects of sequential introduction
of brand extensions. Journal of Marketing Research , 29 (February), 35-
50.
[7] Morrin, M. (1999). The impact of brand extensions on parent brand
memory strustures and retrieval processes. Journal of Marketing
Research , 36 (4), 517-525.
[8] Keller, K. L. (1999). Managing brands for the long run: brand
reinforcement and revitalization strategies. California Management
Review , 41 (3), 102-124.
[9] Uggla, H. (2004). The brand association base: a conceptual model for
strategically leveraging partner brand equity. Brand Management , 12
(2), 105-123.
[10] Danesi, M. (2006). Brands. New York and London: Routledge.
[11] Arvidsson, A. (2006). Brands: meaning and value in media culture.
London and New York: Routledge.
[12] Varadarajan, P. R. (1985). Joint sales promotion: an emerging marketing
tool. Business Horizons , 28 (5), 43-49.
[13] Blackett, T., & Boad, B. (2000). Co-branding: the science of alliance
(2nd ed.). London: Macmillan Business.
[14] Keller, K. L. (2003). Strategic brand management: building, measuring,
and managing brand equity (2nd ed.). Upper Saddle River: Prentice
Hall.
[15] Washburn, J. H., Till, B. D., & Priluck, R. (2004). Brand alliance and
customer-based brand equity effects. Psychology & Marketing , 21 (7),
487-508.
[16] Rao, A. R., & Ruekert, R. W. (1994). Brand alliances as signals of
product quality. Sloan Management Review , 36 (1), 87-97.
[17] Urriolagoitia, L., & Planelas, M. (2007). Sponsorships as strategic
alliances: a life cycle model approach. Business Horizons , 50, 157-166.
[18] Townsend, J. D. (2003). Understanding alliances: a review of
international aspects in strategic marketing. Marketing Intelligence &
Planning , 21 (3), 143-155.
[19] Todeva, E., & Knoke, D. (2005). Strategic alliances and models of
collaboration. Management Decision , 43 (1), 123-148.
[20] Morrison, M., & Mezentseff, L. (1997). Learning alliances - a new
dimension of strategic alliances. Management Decision , 35 (5), 351-
357.
[21] Elmuti, D., & Kathawala, Y. (2001). An overview of strategic alliances.
Management Decision , 39 (3), 205-217.
[22] 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.
[23] 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.
[24] Lambin, J. J., Chumpitaz, R., & Schuiling, I. (2007). Market-driven
management: strategic and operational marketing. New York, NY:
Palgrave MacMillan.
[25] James, D. O. (2006). Extension to alliance: Aaker and Keller's model
revisited. Journal of Product & Brand Management , 15 (1), 15-22.
[26] Henderson, G. R., Iacobucci, D., & Calder, B. J. (1998). Brand
diagnostics: mapping branding effects using consumer associative
networks. European Journal of Operational Research , 111.
[27] Lieberman, D. A. (2004). Learning and memory: an integrative
approach. Belmont, CA: Wadsworth / Thomson Learning.
[28] Hunt, S. D. (2002). Foundations of marketing theory. Armonk, NY:
M.E. Sharpe.
[29] Hunt, S. (1976). The nature and scope of marketing. Journal of
Marketing , 40 (July), 17-28.
[30] 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.
[31] Anderson, N. H. (1981). Foundations of information integration theory.
New York: Academic Press.
[32] 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.
[33] 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.
[34] 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.
[35] Lury, C. (2004). Brands: the Logos of the Global Economy. London and
New York: Routledge.
[36] Wallin, A. C., & Coote, L. V. (2007). What do brands signal?
Proceedings of the American Marketing Association, Winter, Vol. 18.
[37] Gordon, W. (2001). The darkroom of the mind - what does
neuropsychology now tell us about brands? Journal of Consumer
Behavior , 1 (3), 280-292.
[38] Abratt, R., & Motlana, P. (2002). Managing co-branding strategies:
global brands into local markets. Business Horizons , 45 (5), 43-50.
[39] Bucklin, L. P., & Sengupta, S. (1993). Organizing sucessful comarketing
alliances. Journal of Marketing , 57 (2), 32-46.
[40] 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.
[41] Donaldson, B., & O'Toole, T. (2007). Strategic market relationships:
from strategy to implementation (2nd ed.). West Sussex: John Wiley &
Sons, Ltd.
[42] 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.
[43] 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.
[44] 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.
[45] Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership. New
York, NY: The Free Press.
[46] 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.
[47] Till, B. D., & Shimp, T. A. (1998). Endorsers in advertising: the case of
negative celebrity information. Journal of Advertising , 27, 67-82.
[48] Washburn, J. H., Till, B. D., & Priluck, R. (2000). Co-branding: brand
equity and trial effects. Journal of Consumer Marketing , 17 (7), 591-
604.
[49] Rodrigue, C. S., & Biswas, A. (2004). Brand alliance dependency and
exclusivity: an empirical investigation. Journal of Product and Brand
Management , 13 (7), 477-487.
[50] Swaminathan, V., & Reddy, S. K. (2004). Assessing the spillover effects
of ingredient branded strategies (working paper).
[51] Wright, O., Frazer, L., & Merrilees, B. (2007). McCafe: the McDonald's
co-branding experience. Brand Management , 14 (6), 442-457.
[52] Lowendahl, B. R., Revang, O., & Fosstenlokken, S. M. (2001).
Knowledge and value creation in professional service firms. Human
Relations , 54 (7), 911-931.
[53] 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.
[54] 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.
[55] Maister, D. H. (1997). Managing the professional service firm. New
York, NY: Free Press Paperbacks.
[56] Gammoh, B. S., Voss, K. E., & Chakraborty, G. (2006). Consumer
evaluation of brand alliance signals. Psychology and Marketing , 23 (6),
465-486.
[57] Suedfeld, P. (2007). Attitude change: the competing views (3rd ed.).
New Brunswick: Aldine Transaction.
[58] 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.
[59] Lindsay, R. M., & Ehrenberg, A. C. (1993). The design of replicated
studies. The American Statistician , 47 (3), 217-228.
[60] 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.
[61] Broniarczyk, S. M., & Alba, J. W. (1994). The importance of brand in
brand extension. Journal of Marketing Research , 31 (May), 214-228.
[62] 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.
[63] 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.
[64] Babbie, E. (2007). The practice of social research (11th ed.). Belmon,
CA: Thomson Wadsworth.
[65] Votolato, N. L., & Unnava, N. L. (2006). Spillover of negative
information on brand alliances. Journal of Consumer Psychology , 16
(2), 196-202.
[66] 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.
[67] 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.
[68] 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.
[69] 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.
[70] Erdem, T., & Swait, J. (1998). Brand equity as a signalling phenomenon.
Journal of Consumer Psychology , 7 (2), 131-158.
[1] Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic
for marketing. Journal of Marketing , 68 (1), 1-17.
[2] 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.
[3] Vargo, S. L., & Lusch, R. F. (2006). The service dominant logic of
marketing: dialog, debate, and directions. Armonk, NY: ME Sharpe.
[4] Hill, S., & Lederer, C. (2001). The infinite asset: managing brands to
build new value. Boston: Harvard Business School Press.
[5] Grossman, R. P. (1997). Co-branding in advertising: developing
effective associations. Journal of Product & Brand Management , 6 (3),
191-201.
[6] Keller, K. L., & Aaker, D. (1992). The effects of sequential introduction
of brand extensions. Journal of Marketing Research , 29 (February), 35-
50.
[7] Morrin, M. (1999). The impact of brand extensions on parent brand
memory strustures and retrieval processes. Journal of Marketing
Research , 36 (4), 517-525.
[8] Keller, K. L. (1999). Managing brands for the long run: brand
reinforcement and revitalization strategies. California Management
Review , 41 (3), 102-124.
[9] Uggla, H. (2004). The brand association base: a conceptual model for
strategically leveraging partner brand equity. Brand Management , 12
(2), 105-123.
[10] Danesi, M. (2006). Brands. New York and London: Routledge.
[11] Arvidsson, A. (2006). Brands: meaning and value in media culture.
London and New York: Routledge.
[12] Varadarajan, P. R. (1985). Joint sales promotion: an emerging marketing
tool. Business Horizons , 28 (5), 43-49.
[13] Blackett, T., & Boad, B. (2000). Co-branding: the science of alliance
(2nd ed.). London: Macmillan Business.
[14] Keller, K. L. (2003). Strategic brand management: building, measuring,
and managing brand equity (2nd ed.). Upper Saddle River: Prentice
Hall.
[15] Washburn, J. H., Till, B. D., & Priluck, R. (2004). Brand alliance and
customer-based brand equity effects. Psychology & Marketing , 21 (7),
487-508.
[16] Rao, A. R., & Ruekert, R. W. (1994). Brand alliances as signals of
product quality. Sloan Management Review , 36 (1), 87-97.
[17] Urriolagoitia, L., & Planelas, M. (2007). Sponsorships as strategic
alliances: a life cycle model approach. Business Horizons , 50, 157-166.
[18] Townsend, J. D. (2003). Understanding alliances: a review of
international aspects in strategic marketing. Marketing Intelligence &
Planning , 21 (3), 143-155.
[19] Todeva, E., & Knoke, D. (2005). Strategic alliances and models of
collaboration. Management Decision , 43 (1), 123-148.
[20] Morrison, M., & Mezentseff, L. (1997). Learning alliances - a new
dimension of strategic alliances. Management Decision , 35 (5), 351-
357.
[21] Elmuti, D., & Kathawala, Y. (2001). An overview of strategic alliances.
Management Decision , 39 (3), 205-217.
[22] 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.
[23] 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.
[24] Lambin, J. J., Chumpitaz, R., & Schuiling, I. (2007). Market-driven
management: strategic and operational marketing. New York, NY:
Palgrave MacMillan.
[25] James, D. O. (2006). Extension to alliance: Aaker and Keller's model
revisited. Journal of Product & Brand Management , 15 (1), 15-22.
[26] Henderson, G. R., Iacobucci, D., & Calder, B. J. (1998). Brand
diagnostics: mapping branding effects using consumer associative
networks. European Journal of Operational Research , 111.
[27] Lieberman, D. A. (2004). Learning and memory: an integrative
approach. Belmont, CA: Wadsworth / Thomson Learning.
[28] Hunt, S. D. (2002). Foundations of marketing theory. Armonk, NY:
M.E. Sharpe.
[29] Hunt, S. (1976). The nature and scope of marketing. Journal of
Marketing , 40 (July), 17-28.
[30] 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.
[31] Anderson, N. H. (1981). Foundations of information integration theory.
New York: Academic Press.
[32] 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.
[33] 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.
[34] 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.
[35] Lury, C. (2004). Brands: the Logos of the Global Economy. London and
New York: Routledge.
[36] Wallin, A. C., & Coote, L. V. (2007). What do brands signal?
Proceedings of the American Marketing Association, Winter, Vol. 18.
[37] Gordon, W. (2001). The darkroom of the mind - what does
neuropsychology now tell us about brands? Journal of Consumer
Behavior , 1 (3), 280-292.
[38] Abratt, R., & Motlana, P. (2002). Managing co-branding strategies:
global brands into local markets. Business Horizons , 45 (5), 43-50.
[39] Bucklin, L. P., & Sengupta, S. (1993). Organizing sucessful comarketing
alliances. Journal of Marketing , 57 (2), 32-46.
[40] 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.
[41] Donaldson, B., & O'Toole, T. (2007). Strategic market relationships:
from strategy to implementation (2nd ed.). West Sussex: John Wiley &
Sons, Ltd.
[42] 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.
[43] 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.
[44] 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.
[45] Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership. New
York, NY: The Free Press.
[46] 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.
[47] Till, B. D., & Shimp, T. A. (1998). Endorsers in advertising: the case of
negative celebrity information. Journal of Advertising , 27, 67-82.
[48] Washburn, J. H., Till, B. D., & Priluck, R. (2000). Co-branding: brand
equity and trial effects. Journal of Consumer Marketing , 17 (7), 591-
604.
[49] Rodrigue, C. S., & Biswas, A. (2004). Brand alliance dependency and
exclusivity: an empirical investigation. Journal of Product and Brand
Management , 13 (7), 477-487.
[50] Swaminathan, V., & Reddy, S. K. (2004). Assessing the spillover effects
of ingredient branded strategies (working paper).
[51] Wright, O., Frazer, L., & Merrilees, B. (2007). McCafe: the McDonald's
co-branding experience. Brand Management , 14 (6), 442-457.
[52] Lowendahl, B. R., Revang, O., & Fosstenlokken, S. M. (2001).
Knowledge and value creation in professional service firms. Human
Relations , 54 (7), 911-931.
[53] 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.
[54] 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.
[55] Maister, D. H. (1997). Managing the professional service firm. New
York, NY: Free Press Paperbacks.
[56] Gammoh, B. S., Voss, K. E., & Chakraborty, G. (2006). Consumer
evaluation of brand alliance signals. Psychology and Marketing , 23 (6),
465-486.
[57] Suedfeld, P. (2007). Attitude change: the competing views (3rd ed.).
New Brunswick: Aldine Transaction.
[58] 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.
[59] Lindsay, R. M., & Ehrenberg, A. C. (1993). The design of replicated
studies. The American Statistician , 47 (3), 217-228.
[60] 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.
[61] Broniarczyk, S. M., & Alba, J. W. (1994). The importance of brand in
brand extension. Journal of Marketing Research , 31 (May), 214-228.
[62] 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.
[63] 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.
[64] Babbie, E. (2007). The practice of social research (11th ed.). Belmon,
CA: Thomson Wadsworth.
[65] Votolato, N. L., & Unnava, N. L. (2006). Spillover of negative
information on brand alliances. Journal of Consumer Psychology , 16
(2), 196-202.
[66] 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.
[67] 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.
[68] 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.
[69] 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.
[70] Erdem, T., & Swait, J. (1998). Brand equity as a signalling phenomenon.
Journal of Consumer Psychology , 7 (2), 131-158.
@article{"International Journal of Business, Human and Social Sciences:60611", author = "Kristina Maiksteniene", title = "Modeling Brand Alliance Effects Professional Services", abstract = "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.
", keywords = "Brand alliances, professional services, corporatebrand, employee brand.", volume = "3", number = "6", pages = "1065-9", }
