The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.
Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes
Abstract
The authors examine the growing and pervasive phenomenon of brand alliances as they affect consumers’ brand attitudes. The results of the main study (n = 350) and two replication studies (n = 150, n = 210) together demonstrate that (1) consumer attitudes toward the brand alliance influence subsequent impressions of each partner's brand (i.e., “spillover” effects), (2) brand familiarity moderates the strength of relations between constructs in a manner consistent with information integration and attitude accessibility theories, and (3) each partner brand is not necessarily affected equally by its participation in a particular alliance. These results represent a first, necessary step in understanding why and how a brand could be affected by “the company it keeps” in its brand alliance relationships.
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Cites
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Cited by
Muniz, A. M., & O'Guinn, T. C. (2001) · Journal of Consumer Research · doi:10.1086/319618 · Cited by 3,998
Augmented reality marketing: How mobile AR-apps can improve brands through inspiration
Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2019.03.004 · Cited by 747
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-021-00829-4 · Cited by 580
Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002) · Journal of Marketing Theory and Practice · doi:10.1080/10696679.2002.11501916 · Cited by 467
Casaló, L., Flavián, C., & Guinalíu, M. (2008) · Computers in Human Behavior · doi:10.1016/j.chb.2007.01.017 · Cited by 308
Metadata
- Authors
- Simonin, B. L., & Ruth, J. A.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 1998-02
- Volume
- 35
- Issue
- 1
- Pages
- 30-42
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2318012210
- Cited by
- 1,130
- References
- 5
- FWCI
- 34.53
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes. https://app.cochat.ai/papers/10.1177/002224379803500105
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- 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 Research. https://doi.org/10.1177/002224379803500105
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
