Brand Crossover Alliance Legitimacy:Conceptualization,Structural Dimensions and Measurement Development
Exploring the criteria by which consumers comprehend and embrace the"novel and diverse forms"of brand crossover alli-ances holds significant importance.Drawing from legitimacy theory,this study delineates the essence of brand crossover alliance legitima-cy.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.
brand crossover alliance legitimacygrounded theorystructural dimensionsmeasurement development
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NSTL
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