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 firms 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.
| Identifer | oai:union.ndltd.org:PITT/oai:PITTETD:etd-08152011-134857 |
| Date | 22 September 2011 |
| Creators | Newmeyer, Casey Espey |
| Contributors | Rabikar Chatterjee, John Hulland, R. Venkatesh, Julie Ruth, Vanitha Swaminathan |
| Publisher | University of Pittsburgh |
| Source Sets | University of Pittsburgh |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.library.pitt.edu/ETD/available/etd-08152011-134857/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to University of Pittsburgh or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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