Wedded Bliss or Tainted Love? Stock Market Reactions to the Introduction of Cobranded Products
Published Online:5 Sep 2013https://doi.org/10.1287/mksc.2013.0806
References
- (2004) Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity (Free Press, Glencoe, IL).Google Scholar
- (1990) Consumer evaluations of brand extensions. J. Marketing 54(1):27–41.Crossref, Google Scholar
- (1987) Contracts as a barrier to entry. Amer. Econom. Rev. 77(3):388–401.Google Scholar
- (2010) Brand extension strategy planning: Empirical estimation of brand-category personality fit and atypicality. J. Marketing Res. 47(2):335–347.Crossref, Google Scholar
- (1999) Co-branding: The Science of Alliance (St. Martin's Press, New York).Crossref, Google Scholar
- (2010) When do chief marketing officers impact firm value? A customer power explanation. J. Marketing Res. 47(6):1162–1176.Crossref, Google Scholar
- (2010) Do digital video recorders influence sales? J. Marketing Res. 47(6):998–1010.Crossref, Google Scholar
- (1985) Using daily stock returns: The case of event studies. J. Financial Econom. 14(1):3–31.Crossref, Google Scholar
- (1993) Organizing successful comarketing alliances. J. Marketing 57(4):32–46.Crossref, Google Scholar
- (1997) On persistence in mutual fund performance. J. Finance 52(1):57–82.Crossref, Google Scholar
- (1991) The impact of new product introductions on the market value of firms. J. Bus. 64(4):573–610.Crossref, Google Scholar
- (2012) When do third-party product reviews affect firm value and what can firms do? The case of media critics and professional movie reviews. J. Marketing 76(2):116–134.Crossref, Google Scholar
- (1998) Impact of strategic alliances on firm valuation. Acad. Management J. 41(1):27–41.Crossref, Google Scholar
- (2002) The effects of ingredient branding strategies on host brand extendibility. J. Marketing 66(1):73–93.Crossref, Google Scholar
- (2005) Finding the sweet spot. Business 2.0 6(10):49–51.Google Scholar
- (1993) Common risk factors in the returns on stocks and bonds. J. Financial Econom. 33(1):3–56.Crossref, Google Scholar
- (1990) Consumer evaluation of multi-product bundles: An information integration analysis. Marketing Lett. 2(1):47–57.Crossref, Google Scholar
- (2007) Boosting brands. Supermarket News 55(12):39–41.Google Scholar
- (2002) The market valuation of Internet channel additions. J. Marketing 66(2):102–119.Crossref, Google Scholar
- Grocery Manufacturers Association (2013) About GMA. Accessed April 5, 2013, http://www.gmaonline.org/about/.Google Scholar
- (2007) Explaining behavioural intentions toward co-branded products. J. Marketing Management 23(3/4):285–304.Crossref, Google Scholar
- (2008) Co-branding: The state of the art. Schmalenbach Bus. Rev. 60(4):359–377.Crossref, Google Scholar
- (2001) Why some new products are more successful than others. J. Marketing Res. 38(3):362–375.Crossref, Google Scholar
- (2012) Wal-Mart's impact on supplier profits. J. Marketing Res. 49(2):131–143.Crossref, Google Scholar
- (2007) Asymmetric new product development alliances: Win–win or win-lose partnerships? Management Sci. 53(3):357–374.Link, Google Scholar
- (1993) Conceptualizing, measuring and managing customer-based brand equity. J. Marketing 57(1):1–22.Crossref, Google Scholar
- (1992) The effects of sequential introduction of brand extensions. J. Marketing Res. 29(1):35–50.Crossref, Google Scholar
- (1991) Joint venture formations and stock market reactions: An assessment in the information technology sector. Acad. Management J. 34(4):869–892.Crossref, Google Scholar
- (1986) Anticompetitive exclusion: Raising rivals' costs by gaining power over price. Yale Law J. 96(2):209–214.Crossref, Google Scholar
- (1995) Stock market reactions to brand extension announcements: The effects of brand attitude and familiarity. J. Marketing 59(1):63–77.Crossref, Google Scholar
- (1996) Theoretical and empirical linkages between consumers' responses to different branding strategies. Adv. Consumer Res. 23(1):296–300.Google Scholar
- (1993) Diluting brand beliefs: When do brand extensions have a negative impact? J. Marketing 57(7):71–84.Crossref, Google Scholar
- (1986) Strategic brand concept-image management. J. Marketing 50(4):135–145.Crossref, Google Scholar
- (1996) Composite brand alliances: An investigation of extension and feedback effects. J. Marketing Res. 33(4):453–466.Crossref, Google Scholar
- (1991) Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. J. Consumer Res. 18(5):185–193.Crossref, Google Scholar
- (1999) Signaling unobservable product quality through a brand ally. J. Marketing Res. 36(2):258–268.Crossref, Google Scholar
- (1983) The central role of the propensity score in observational studies for causal effects. Biometrika 70(1):41–55.Crossref, Google Scholar
- (1984) Reducing bias in observational studies using subclassification on the propensity score. J. Amer. Statist. Assoc. 79(387):516–524.Crossref, Google Scholar
- (2013) Surprising story behind the Doritos Locos Taco. Yahoo! News (April 15), http://news.yahoo.com/blogs/newsmakers/surprising-story-behind-doritos-locos-taco-133112115.html.Google Scholar
- (1998) Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. J. Marketing Res. 35(1):30–42.Crossref, Google Scholar
- (2009) Do innovations really pay off? Total stock market returns to innovation. Marketing Sci. 28(3):442–456.Link, Google Scholar
- (2012) Innovation and the market value of firms. Ganesan S, ed. Handbook of Marketing and Finance (Edward Elgar, Cheltenham, UK), 129–154.Crossref, Google Scholar
- (2008) Innovation's effect on firm value and risk: Insights from consumer packaged goods. J. Marketing 72(2):114–132.Crossref, Google Scholar
- (1994) Co-brand or be damned. Brandweek 35(45):20–25.Google Scholar
- (2009) Product innovations, advertising and stock returns. J. Marketing 73(1):24–43.Crossref, Google Scholar
- (2009) Marketing alliances, firm networks and firm value creation. J. Marketing 73(5):52–69.Crossref, Google Scholar
- (1998) Brand buddies—Co-branding meal solutions. Brandweek 39(8):22–30.Google Scholar
- (2010) A psycho-semiotic research agenda for strategic brand alliances. J. Brand Management 7(1/2):92–104.Google Scholar
- (1986) Horizontal cooperative sales promotion: A framework for classification and additional perspectives. J. Marketing 50(2):61–73.Crossref, Google Scholar
- (1999) Estimating and interpreting models with endogenous treatment effects. J. Bus. Econom. Statist. 17(4):473–478.Google Scholar
- (1997) Products with branded components: An approach for premium pricing and partner selection. Marketing Sci. 16(2):146–165.Link, Google Scholar
- (2008) A Guide to Modern Econometrics, 3rd ed. (John Wiley & Sons, Hoboken, NJ).Google Scholar
- (2001) Disney, Kellogg sign marketing alliance. Los Angeles Times (September 6) http://articles.latimes.com/2001/sep/06/business/fi-42641.Google Scholar
- (2007) The effects of between-partner congruity on consumer evaluation of co-branded products. Psych. Marketing 24(11):947–973.Crossref, Google Scholar
- (1983) Credible commitments: Using hostages to support exchange. Amer. Econom. Rev. 73(4):519–540.Google Scholar
- (1994) How buyers evaluate product bundles: A model of anchoring and adjustment. J. Consumer Res. 21(2):342–353.Crossref, Google Scholar

