Leveraged brand evaluations in branded entertainment: Effects of alliance exclusivity and presentation style

The authors study how marketers can best leverage brand alliances in branded entertainment. The study shows that alliance exclusivity and presentation style influence how consumers make brand-to-brand associations and ultimately evaluate a focal brand. When an unfamiliar focal brand is paired with a single well-known ally brand, consumers tend to evaluate the focal brand more favorably when the two brands are simultaneously presented (i.e., massed presentation). On the other hand, when the focal brand is paired with multiple ally brands, the spaced presentation evokes a more favorable evaluation of the focal brand. Brand credibility plays a mediating role underlying the interactions. Theoretical and managerial implications are discussed.