Consumer evaluation of multiple brand alliance partners : the moderating roles of consumer and brand gender

摘要

This thesis examines the concept of brand alliances and the effects of multiple partners. Inaddition, the moderating roles of consumer and brand gender are investigated in a brandalliance context. Results from the experimental study indicate that an increase in the numberof alliance partners positively influences consumer evaluation of the focal brand. This effectwas also more prominent for unknown brands than for well-known brands, which supportsprior research within the field. Furthermore, there is a tendency that women evaluate brandsthat are engaged in several alliances more positively than men. In addition, the positive effectseems to be more prominent for feminine brands. Overall, the results support a notion that abrand participating in several alliances is displaying relationship-building abilities and carefor its partners, which are perceived as feminine traits.