In the article entitled “Avengers, Assemble! A Network-Based Contingency Analysis of Spillover Effects in Multi-Brand Alliances,” our Marketing Area members PostDoc Dr. Jan Klostermann and Prof. Dr. Franziska Völckner, together with former Marketing Area members Dr. Tobias Hinze and Dr. Rouven Schwerdtfeger, and Prof. Dr. Ann-Kristin Kupfer (KIT) examine spillover effects in multi-brand alliances that combine various brands (e.g., Captain America, Iron Man, etc.) under a team-brand name (e.g., the Avengers). Using data from the Marvel brand universe, they investigate the moderating role of key network characteristics, describing the team-brand networks and the constituent brands’ roles within these networks from both a firm perspective (brand-brand networks reflecting managers’ decisions about which constituent brands to combine) and a consumer perspective (brand-association networks reflecting consumers’ team-brand associations).