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– The purpose of this paper is to investigate the relationship between consumers' alliance encounter satisfaction (AES) and their behavioral intentions toward standalone platforms of host and guest partners, and the moderating effects of consumer AES attributions on AES-to-behavioral intention relationships.

– This paper extends attribution theory and satisfaction literature to the brand alliance context. The study used 1,470 survey responses from consumers, each having had purchase experiences with one of 16 brand alliances, to test hypotheses.

– AES spills over to favorable behavioral intentions toward each alliance partner as a standalone brand. This spillover effect is strengthened by a carryover effect. Intriguingly, if a partner outshines the other and solely receives AES attributions …