ABSTRACT

In this paper, we investigate an under-researched issue by examining the financial performances of both partner firms in a brand alliance. We find that a participating firms brand value and other brand characteristics are associated with not only its own financial performance but also its partners financial gains from the collaboration. Our results show that the participating firm gains higher stock returns when its partners brand value is higher. However, brand value differential reduces the positive effect of brand value on the partner firms fi- nancial performance. In addition, the primary partners brand alliance experience helps increase the positive effect of primary partners brand value on the stock returns of the secondary partner. The secondary partners brand exploitation attenuates the positive effect of secondary partners brand value on the stock returns of the primary brand firm.

نویسندگان: Zixia Cao,Ruiliang Yan

سال انتشار: 2017

نشریه: الزویر

تعداد صفحات: 10

مدل: دارد

فرضیات: 4 فرضیه

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