Brand Crossover Alliance Legitimacy: Conceptualization, Structural Dimensions and Measurement Development

Abstract

Abstract: Exploring the criteria by which consumers comprehend and embrace the “novel and diverse forms” of brand crossover alliances holds significant importance. Drawing from legitimacy theory, this study delineates the essence of brand crossover alliance legitimacy. Employing a mixed-method approach of qualitative and quantitative analyses, the study investigates the structural dimensions of brand crossover alliance legitimacy and develops a comprehensive measurement scale along with a short version. Findings indicate that brand crossover alliance legitimacy comprises four dimensions: pragmatic, moral, cognitive, and emotional legitimacy, alongside 13 sub-dimensions such as efficacy enhancement, intentional creation, advantage migration, and emotional resonance. The measurement scale incorporates 4 factors and 17 items, while the short version consists of 12 items. Analytical outcomes affirm the reliability and validity of both scales, underscoring their utility as assessment tools for brand crossover alliance legitimacy.

Key words: brand crossover alliance legitimacy, grounded theory, structural dimensions, measurement development

Wang Xuelian, Li Yuan, Zhang Yue, Zhang Yang, Guo Ran. Brand Crossover Alliance Legitimacy: Conceptualization, Structural Dimensions and Measurement Development[J]. Management Review, 2024, 36(12): 183-196.

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