The effect of brand alliances across dependent variables and research designs: A meta-analysis

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-02-21 DOI:10.1016/j.jbusres.2025.115248

Kevin E. Voss , Mayoor Mohan , Jin Ho Jung , Fernando R. Jiménez

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引用次数: 0

Abstract

Researchers have observed that a brand ally positively impacts a focal brand. However, it’s unclear what the average size of this effect is and if this effect is consistent across dependent variables and research designs. This uncertainty can lead to misconceptions among scholars and practitioners regarding the findings from brand alliance studies. Through a meta-analysis, this study finds that the average size of the brand alliance effect is 0.244, indicating a significant brand ally influence on a focal brand. Additionally, the analysis reveals that fictional brands yield larger effect sizes regarding attitudes toward the brand alliance, whereas real brands exert a greater impact on attitudes toward the focal brand. Yet, the effect size is influenced by dependent variables and research design elements. These findings suggest that drawing direct equivalences of effect sizes across dependent variables might be misleading; guidelines are provided to help navigate such potential discrepancies.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.