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Brand Partnerships and the Determinants for Success

Newmeyer, Casey Espey (2011) Brand Partnerships and the Determinants for Success. Doctoral Dissertation, University of Pittsburgh. (Unpublished)

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Abstract

Brand partnerships are increasingly common as the cost of developing new products and brands is expensive in terms of both monetary outcomes and potential negative spillover effects to existing brand and products in a firm's portfolio. This dissertation explores how the risk associated with such brand partnerships can be reduced. In the following three essays brand partnerships in the form of brand acquisitions and co-brand arrangements are explored. Essay 1 focuses on brands joining together through brand acquisitions and the impact on firm value in terms of cumulative abnormal stock returns is used as the outcome variable of interest. In both Essay 2 and 3 co-brand arrangements are explored and the impact on consumer recall and evaluation is the outcome of interest. In all cases, managerial insights are provided to help improve the decision making process of forming such a partnership.

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Details

Item Type: University of Pittsburgh ETD
Status: Unpublished
Creators/Authors:
CreatorsEmailPitt UsernameORCID
Newmeyer, Casey Espeycenewmeyer@katz.pitt.edu
ETD Committee:
TitleMemberEmail AddressPitt UsernameORCID
Committee ChairHulland, Johnjhulland@katz.pitt.edu
Committee MemberRuth, Juliejaruth@camden.rutgers.edu
Committee MemberVenkatesh, R.rvenkat@katz.pitt.eduRVENKAT
Committee MemberChatterjee, Rabikarrabikar@katz.pitt.eduRABIKAR
Committee MemberSwaminathan, Vanithavanitha@katz.pitt.eduVAS4
Date: 22 September 2011
Date Type: Completion
Defense Date: 3 June 2011
Approval Date: 22 September 2011
Submission Date: 15 August 2011
Access Restriction: No restriction; Release the ETD for access worldwide immediately.
Institution: University of Pittsburgh
Schools and Programs: Joseph M. Katz Graduate School of Business > Business Administration
Degree: PhD - Doctor of Philosophy
Thesis Type: Doctoral Dissertation
Refereed: Yes
Uncontrolled Keywords: accessibility; acquisitions; attribution; Brand; brand partnerships; co-brand
Other ID: http://etd.library.pitt.edu/ETD/available/etd-08152011-134857/, etd-08152011-134857
Date Deposited: 10 Nov 2011 19:59
Last Modified: 15 Nov 2016 13:49
URI: http://d-scholarship.pitt.edu/id/eprint/9114

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