“…It has been found that an alliance creates positive spillover effects between the two parent brands and the co-brand (e.g., Levin, Davis, & Levin, 1996;Lou et al, 2008;Simonin & Ruth, 1998;Park, Jun, & Shocker, 1996;Washburn et al, 2000) as well as between the two parent brands (e.g. Esch, Schmitt, Redler, & Langner, 2009;Fang & Mishra, 2002;Lafferty, Goldsmith, & Hult, 2004). These effects are enhanced for the weaker parent brand of the parent brands (Dahlén & Lange, 2005;Lou et al, 2008;Simonin & Ruth, 1998).…”