JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Brand Alliance Research: In Search of a New Perspective and Directions for
Author(s): Bashar S. Gammoh, Kevin E. Voss
Citation: Bashar S. Gammoh, Kevin E. Voss, (2011) "Brand Alliance Research: In Search of a New Perspective and Directions for
Future Research" Vol. 5, Iss. 3, pp. 81 - 93
Article Type: Research paper
Publisher: North American Business Press
The lack of firm side research is a fundamental limitation in the extant brand alliance literature. In this
paper, we discuss some of the potential avenues for research into firm brand alliance behavior.
Importantly, we propose a conceptual framework for the antecedents of brand alliance formation. The
issues raised in this paper are of interest for marketing and brand managers because brand alliances are
an important strategy for leveraging brand strength and growing brand value. Future research should
conceptually explore some of the research questions raised by this work and empirically test the
conceptual framework developed in this paper.