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

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.



Citation:

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.

Authors

David Woisetschlaeger, University of Dortmund, Germany
Manuel Michaelis, University of Muenster, Germany
Christof Backhaus, University of Muenster, Germany



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

J9. The Beautified Me is Me: How Interdependence Increase Usage of Beauty App

Qin Wang, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Adriana Samper, Arizona State University, USA

Read More

Featured

The Last Hurrah Effect: End-of-Week and End-of-Month Time Periods Increase Financial Risk-Taking

Xinlong Li, University of Toronto, Canada
Avni Shah, University of Toronto, Canada

Read More

Featured

Show Me More! Powerlessness Drives Variety Seeking

Wangshuai Wang, Shanghai University of International Business and Economics
Raj Raghunathan, University of Texas at Austin, USA
Dinesh Gauri, University of Arkansas, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.