Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit

Ralf van der Lans (), Bram Van den Bergh () and Evelien Dieleman ()
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Ralf van der Lans: Hong Kong University of Science and Technology, Kowloon, Hong Kong
Bram Van den Bergh: Rotterdam School of Management, Erasmus University, 3000 DR Rotterdam, The Netherlands

Marketing Science, 2014, vol. 33, issue 4, 551-566

Abstract: We investigate whether partners in a brand alliance should be similar or dissimilar in brand image to foster favorable perceptions of brand fit. Using a Bayesian nonlinear structural equation model and evaluations of 1,200 brand alliances, we find that the conceptual coherence in brand personality profiles predicts attitudes towards a brand alliance. More specifically, we find that similarity in Sophistication and Ruggedness and moderate dissimilarity in Sincerity and Competence result in more favorable brand alliance evaluations. Overall, we find that similarity effects are more pronounced than dissimilarity effects. Implications for brand alliance strategies and marketing managers are discussed.

Keywords: brand alliances; brand personality; brand management; nonlinear structural equation models; Bayesian analysis (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (17)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:33:y:2014:i:4:p:551-566

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