Brand equity in cooperative business relationships: Exploring the development of a conceptual model

Marketing Theory

Volumn 3, Issue 1, 2003, Pages 37-57

  Van Durme, Joël ^a   Brodie, Roderick J ^a   Redmore, David ^a  

^a UNIVERSITY OF AUCKLAND   (New Zealand)

Author keywords

brand association; brand equity; cooperation; relationships

Indexed keywords

EID: 33749316945     PISSN: 14705931     EISSN: 1741301X     Source Type: Journal    
DOI: 10.1177/1470593103003001003     Document Type: Article

References (71)

1. Anderson, J.C. and Narus, J.A. (1990) ‘A Model of Distributor Firm and Manufacturer Firm Working Partnerships’, Journal of Marketing 54(1): 42-58.
2. Barwise, P. and Robertson, T. (1992) ‘Brand Portfolios’, European Management Journal 10(3): 277-285.
3. Belk, R.W., Wallendorf, M. and Sherry, J.F., Jr. (1989) ‘The Sacred and the Profane in Consumer Behaviour: Theodicy on the Odyssey’, Journal of Consumer Research 16(1): 1-38.
4. Berry, L.L. (2000) ‘Cultivating Service Brand Equity’, Journal of the Academy of Marketing Science 28(1): 128-137.
5. Blackett, T. and Russell, N. (1999) ‘What is Co-Branding’, in T. Blackett and B. Boad (eds) Co-Branding: The Science of Alliance. Basingstoke: Macmillan Business.
6. Brodie, R.J., Glynn, M.S. and Van Durme, J.B.A. (2002) ‘Towards a Theory of Marketplace Equity: Integrating Branding and Relationship Thinking with Financial Thinking’, Marketing Theory 2(2): 5-28.
7. Brown, S.P. (1995) ‘The Moderating Effects of Insupplier/Outsupplier Status on Organizational Buyer Attitudes’, Journal of the Academy of Marketing Science 23(3): 170-181.
8. Bucklin, L.P. and Sengupta, S. (1993) ‘Organizing Successful Co-Marketing Alliances’, Journal of Marketing 57(2): 32-46.
9. Busch, P. and Wilson, D.T. (1976) ‘An Experimental Analysis of a Salesman’s Expert and Referent Bases of Social Power in the Buyer-Seller Dyad’, Journal of Marketing Research 13(1): 3-11.
10. Campbell, M.C. (1999) ‘Perceptions of Price Unfairness: Antecedents and Consequences’, Journal of Marketing Research 36(2): 187-199.
11. Chaudhuri, A. and Holbrook, M.B. (2001) ‘The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty’, Journal of Marketing 65(2): 81-93.
12. Chetty, S. and Patterson, A. (2002) ‘Developing Internationalization Capability Through Industry Groups: The Experience of a Telecommunications Joint Action Group’, Journal of Strategic Marketing 10(2): 69-89.
13. Colgate, M.R. and Danaher, P. (2000) ‘Implementing a Customer Relationship Strategy: The Asymmetic Impact of Poor Versus Excellent Execution’, Journal of the Academy of Marketing Science 28(3): 375-387.
14. Crosby, L.A., Evans, K.R. and Cowles, D. (1990) ‘Relationship Quality in Services Selling: An Interpersonal Influence Perspective’, Journal of Marketing 54(3): 68-81.
15. Das, T.K. and Teng, B.S. (1998) ‘Between Trust and Control: Developing Confidence in Partner Cooperation in Alliances’, Academy of Management Review 23(3): 491-512.
16. de Chernatony, L. and Riley, F.D.O. (1998) ‘Defining a “Brand”: Beyond the Literature with Expert’s Interpretations’, Journal of Marketing Management 14(4/5): 417-443.
17. Doney, P.M. and Cannon, J.P. (1997) ‘An Examination of the Nature of Trust in Buyer-Seller Relationships’, Journal of Marketing 61(2): 35-51.
18. Doney, P.M., Cannon, J.P. and Mullen, M.R. (1998) ‘Understanding the Influence of National Culture on the Development of Trust’, Academy of Management Review 23(3): 601-620.
19. Dwyer, R.F., Schurr, P.H. and Oh, S. (1987) ‘Developing Buyer-Seller Relationships’, Journal of Marketing 51(2): 11-27.
20. Fishbein, M. and Ajzen, I. (1975) Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
21. Fournier, S. (1998) ‘Consumers and their Brands: Developing Relationship Theory in Consumer Research’, Journal of Consumer Research 24(4): 343-373.
22. Fournier, S. and Yaoa, J.L. (1997) ‘Reviving Brand Loyalty: A Reconceptualization within the Framework of Consumer-Brand Relationships’, International Journal of Research in Marketing 14(5): 451-472.
23. Gadde, L.E. and Mattson, L.G. (1987) ‘Stability and Change in Network Relationships’, International Journal of Research in Marketing 4(1): 29-41.
24. Ganesan, S. (1994) ‘Determinants of Long-Term Orientation in Buyer-Seller Relationships’, Journal of Marketing 58(2): 1-19.
25. Ganesan, S. and Hess, R. (1997) ‘Dimensions and Levels of Trust: Implications for Commitment to a Relationship’, Marketing Letters 8(4): 439-448.
26. Garbarino, E. and Johnson, M.S. (1999) ‘The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships’, Journal of Marketing 63(2): 70-87.
27. Grayson, K. and Ambler, T. (1999) ‘The Dark Side of Long-Term Relationships in Marketing Services’, Journal of Marketing Research 36(1): 132-141.
28. Gremler, D.D. (2001) Satisfaction and Loyalty: What Resonates in Service Contexts (Working Paper). Bowling Green, OH: College of Business Administration, Bowling Green State University.
29. Grönroos, C. (1995) ‘Relationship Marketing: The Strategy Continuum’, Journal of the Academy of Marketing Science 23(4): 252-254.
30. Gundlach, G.T. and Murphy, P.E. (1993) ‘Ethical and Legal Foundations of Relational Marketing Exchanges’, Journal of Marketing 57(4): 35-46.
31. Hawes, J.M., Rao, C.P. and Baker, T.L. (1993) ‘Retail Salesperson Attributes and the Role of Dependability in the Selection of Durable Goods’, Journal of Personal Selling & Sales Management 13(4): 61-71.
32. Heilbrunn, B. (1995) ‘My brand the hero? A semiotic analysis of consumer-brand relationship, paper presented at the 24th EMAC Conference’, May (proceedings).
33. Houston, M.B. and Johnson, S.A. (2000) ‘Buyer-Supplier Contracts Versus Joint Ventures: Determinants and Consequences of Transaction Structure’, Journal of Marketing Research 37(1): 1-15.
34. Johnson, D.S. and Grayson, K. (1998) Sources and Dimensions of Trust in Service Relationships, unpublished manuscript, Working Paper Centre for Marketing: London Business School.
35. Kumar, N., Scheer, L.K. and Steenkamp, J.B.E.M. (1995) ‘The Effects of Perceived Interdependence on Dealer Attitudes’, Journal of Marketing Research 32(3): 348-356.
36. Levitt, T. (1983) ‘The Globalization of Markets’, Harvard Business Review 61(3): 92-102.
37. Lewis, D.J. and Weigert, A. (1985) ‘Trust as a Social Reality’, Social Forces 63(4): 967-985.
38. Macneil, I.R. (1974) ‘The Many Futures of Contract’, Southern California Law Review 47: 691-816.
39. Meenaghan, T. (1991) ‘Sponsorship: Legitimizing the Medium’, European Journal of Marketing 25(11): 5-10.
40. Milne, G.R. and Boza, M.E. (1999) ‘Trust and Concern in Consumers’ Perceptions of Marketing Information Management Practices’, Journal of Interactive Marketing 13(1): 5-24.
41. Moore, E.S., Wilkie, W.L. and Lutz, R.J. (2002) ‘Passing the Torch: Intergenerational Influences as a Source of Brand Equity’, Journal of Marketing 66(2): 17-37.
42. Moorman, C., Zaltman, G. and Deshpande, R. (1992) ‘Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organisations’, Journal of Marketing Research 29(3): 314-328.
43. Morgan, R.M. and Hunt, S.D. (1994) ‘The Commitment-Trust Theory of Relationship Marketing’, Journal of Marketing 58(2): 20-38.
44. Noordewier, T.G., John, G. and Nevin, J.R. (1990) ‘Performance Outcomes of Purchasing Arrangements in Industrial Buyer-Vendor Relationships’, Journal of Marketing 54(4): 80-93.
45. Ohmae, K. (1989) ‘The Global Logic of Strategic Alliances’, Harvard Business Review 67(2): 143-154.
46. Orbell, J., Dawes, R. and Schwartz-Shea, P. (1994) ‘Trust, Social Categories and Individuals, the Case of Gender’, Motivation and Emotion 18: 109-128.
47. Osterhus, T.L. (1997) ‘Pro-Social Consumer Influence Strategies: When and How do they Work?’, Journal of Marketing 61(4): 16-29.
48. Park, C.W., Milberg, S. and Lawson, R. (1991) ‘Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency’, Journal of Consumer Research 18(2): 185-193.
49. Rao, A.R. and Ruekert, R. (1994) ‘Brand Alliances as Signals of Product Quality’, Sloan Management Review 36(1): 87-97.
50. Rao, A.R., Qu, L. and Ruekert, R.W. (1999) ‘Signaling Unobservable Product Quality Through a Brand Ally’, Journal of Marketing Research 36(2): 258-268.
51. Rempel, J., Holmes, J. and Zanna, M. (1985) ‘Trust is Close Relationships’, Journal of Personality and Social Psychology 49: 95-112.
52. Riley, F.D.O. and de Chernatony, L. (2000) ‘The Service Brand as Relationship Builder’, British Journal of Management 11(2): 137-150.
53. Ring, P.S. and Van de Ven, A.H. (1994) ‘Developmental Processes of Cooperative Interorganizational Relationships’, The Academy of Management Review 19(1): 90-118.
54. Samu, S., Krishnan, H.S. and Smith, R.E. (1999) ‘Using Advertising Alliances for New Product Introduction: Interactions Between Product Complementarity and Promotional Strategies’, Journal of Marketing 63(1): 57-74.
55. Shrivastava, P. and Siomkos, G. (1989) ‘Disaster Containment Strategies’, Journal of Business Strategy 10(5): 26-30.
56. Simonin, B.L. and Ruth, J.A. (1995) ‘Bundling as a Strategy for New Product Introduction: Effects on Consumers’ Reservation Prices for the Bundle, the New Product, and its Tie-in’, Journal of Business Research 33(3): 219-230.
57. Simonin, B.L. and Ruth, J.A. (1998) ‘Is a Company Known by the Company it Keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes’, Journal of Marketing Research 35(1): 30-42.
58. Simpson, J.T. and Mayo, D.T. (1997) ‘Relationship Management: A Call for Fewer Influence Attempts?’, Journal of Business Research 39(3): 209-218.
59. Singh, J. and Sirdeshmukh, D. (2000) ‘Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgements’, Journal of the Academy of Marketing Science 28(1): 150-167.
60. Srivastava, R.K., Fahey, L. and Christensen, H.K. (2001) ‘The Resource-Based View and Marketing: The Role of Market-Based Assets in Gaining Competitive Advantage’, Journal of Management 27(6): 777-802.
61. Srivastava, R.K., Shervani, T.A. and Fahey, L. (1998) ‘Market-Based Assets and Shareholder Value: A Framework for Analysis’, Journal of Marketing 62(1): 2-18.
62. Swan, J.E., Bowers, M.R. and Richardson, L.D. (1999) ‘Customer Trust in the Sales-person: An Integrative Review and Meta-Analysis of the Empirical Literature’, Journal of Business Research 44(2): 93-107.
63. Theus, K.T. (1993) ‘Academic Reputations: The Process of Formation and Decay’, Public Relations Review 19(3): 277-291.
64. Traynor, K. (1983) ‘Accountant Advertising: Perceptions, Attitudes, and Behaviors’, Journal of Advertising Research 23(6): 35-40.
65. Voss, C. (2000) ‘Developing an E-service Strategy’, Business Strategy Review 11(1): 21-33.
66. Webster, F.E.J. (2000) ‘Understanding the Relationships among Brands, Consumers, and Resellers’, Journal of the Academy of Marketing Science 28(1): 17-23.
67. Weiss, A.M., Anderson, E. and MacInnis, D.J. (1999) ‘Reputation Management as a Motivation for Sales Structure Decisions’, Journal of Marketing 63(4): 74-89.
68. Wernerfelt, B. (1988) ‘Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond’, Rand Journal of Economics 19(3): 458-466.
69. Wicks, A.C., Berman, S.L. and Jones, T.M. (1999) ‘The Structure of Optimal Trust: Moral and Strategic Implications’, Academy of Management Review 24(1): 99-116.
70. Yoon, E., Guffey, H.J. and Kijewski, V. (1993) ‘The Effects of Information and Company Reputation on Intentions to Buy a Business Service’, Journal of Business Research 27(3): 215-228.
71. Zeithaml, V.A., Parasuraman, A. and Berry, L.L. (1985) ‘Problems and Strategies in Services Marketing’, Journal of Marketing 49(2): 33-46.