Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels

To scrutinize the emerging phenomenon of co-marketing alliance between heterogeneous industries, this study adapts the concept of ‘perceived match-up’ as a theoretical platform.Employing two fictitious co-marketing alliance scenarios, this study empirically demonstrates the conceptual structure of how consumers evaluate a co-marketing alliance. This suggests that if consumers perceive a harmony across paired products or brands, they are more likely to engage in the association process of evaluating a brand alliance.