Branding alliances in the online marketspace

Abstract

Branding is considered an essential way to build market volume, market share, and customer loyalty in the online marketspace. In a branding alliance, two or more companies put their names on a product and thereby lend their reputations to it. A branding alliance can be seen as a reputation transfer in the online marketspace. In this work we develop and test a model for identifying some of the factors the make online branding alliances succeed.