Using Advertising Alliances for New Product Introduction: Interactions between Product Complementarity and Promotional Strategies
研究了两个不同产品类别的品牌联合做广告（广告联盟）对推广新品牌的效果，发现产品互补程度、广告强调共同还是独特属性、以及消费者自上而下还是自下而上的处理方式三者之间存在有趣的交互作用。
In this article, the authors investigate the effectiveness of advertising alliances (in which two brands from different product categories are featured together in an advertisement) for introducing new brands. The authors identify degree of complementarity between the featured products, type of differentiation strategy (common versus unique advertised attributes), and type of ad processing strategy (top-down or bottom-up) as important factors in determining ad effectiveness. The conceptualization captures the effects of these factors on brand awareness, brand accessibility, brand beliefs, belief accessibility, and brand attitudes. The theory was tested in an experiment using print advertisements to manipulate the three factors in conditions of high consumer involvement. The results show an interesting pattern of interactions among the factors, which has important implications for managers of new and established brands.