Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

This study explores how consumers evaluate co-branding alliances between dissimilar partner firms. Customers are well aware that different firms are behind a co-branded product and observe the partner firms’ characteristics. Drawing on signaling theory, we assert that consumers use organizational characteristics as signals in their assessment of brand fit and for their purchasing decisions. Some organizational signals are beyond the control of the co-branding partners or at least they cannot alter them on short notice. We use a quasi-experimental design and test how co-branding partner dissimilarity affects brand fit perception. The results show that co-branding partner dissimilarity in terms of firm size, industry scope, and country-of-origin image negatively affects brand fit perception. Firm age dissimilarity does not exert significant influence. Because brand fit generally fosters a benevolent consumer attitude towards a co-branding alliance, the findings suggest that high partner dissimilarity may reduce overall co-branding alliance performance

Drug-Induced Colon Injury

Drug-induced injury of the colon is a relatively frequent though underestimated event. The histological manifestations are very variable and frequently mimic other disease entities with different etiologies. The pathologist should try to give to the clinician indications concerning a possible drug-related etiology of the injury, with a specification of the drug involved, if feasible. Careful clinicopatho-logical confrontation is important to distinguish drug-related injury from other diseases of the colon. The following section provides an overview of the different patterns that can be encountered in drug-induced colon injury, their relation to specific medications, and the possible differential diagnosis