Merchandising Research Team Wins Best Paper Award at the European Institute of Retailing and Services Studies (EIRASS)
July 28, 2009


The European Institute of Retailing and Services Studies (EIRASS) held their 16th international conference on Recent Advances in Retailing and Service Science on July 6-10, 2009 in Niagara Falls, Canada.  While this was the first time UNT participated in the EIRASS Conference, the merchandising research team, Drs. Soo-Kyoung Ahn, HaeJung Kim and Judith Forney, received the Best Paper Award for  their work "Co-Marketing Alliances between Heterogeneous Products:  Perceived Match-up Effects in Product, Brand, and Alliance Levels." 


With brisk globalization and innovation in fashion and technology industries, innovative consumers are accepting crossbred products such as Ermenegildo Zegna iJacket (for iPods) and Prada-LG cell phones. Co-marketing alliances between brands in heterogeneous industries creates a synergic effect which can elicit positive attitudes based on the association of strong and favorable images. However, choosing the right partner from any number of potential cohorts is the determinant of successful co-marketing alliances since brand alliances do not always build a successful brand image, sometimes there are partnerships that make poor sense and may even alienate consumers. Their empirical study emphasizes the catalyst role of fashion brands to align with technology products.


Their paper was competitively selected from among 49 papers submitted specifically for consideration of the award.  Over 20 countries from around the world were represented at the conference.  The award is evidence of the strategic goal of internationalization and the attainment of international recognition of scholarly work at UNT and the School of Merchandising and Hospitality Management.

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