The lack of firm side research is a fundamental limitation in the extant brand alliance literature. In this paper, we discuss some of the potential avenues for research into firm brand alliance behavior. Importantly, we propose a conceptual framework for the antecedents of brand alliance formation. The
issues raised in this paper are of interest for marketing and brand managers because brand alliances are an important strategy for leveraging brand strength and growing brand value. Future research should conceptually explore some of the research questions raised by this work and empirically test the conceptual framework developed in this paper.
