The “Dark Side” of Brand Alliances: How the Exit of Alliance Members Affects Consumer Perceptions

David Woisetschlaeger, University of Dortmund, Germany
Manuel Michaelis, University of Muenster, Germany
Christof Backhaus, University of Muenster, Germany
Brand alliances are becoming more frequent in a wide variety of industries, especially in the airline industry. In contrast to the positive effects of brand alliances on individual brands, effects of entry or even exit of brand alliance members on the brand alliance itself seem to be under researched. Against this background, the main objective of our experimental study is to gain an insight into the effects of network entry/exit on the perception of both airline brands and network brands. Our results indicate that withdrawing from an alliance can have negative effects on the consumers’ perceptions both of the airline brand and the network brand.
[ to cite ]:
David Woisetschlaeger, Manuel Michaelis, and Christof Backhaus (2008) ,"The “Dark Side” of Brand Alliances: How the Exit of Alliance Members Affects Consumer Perceptions", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 483-490.