Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes

The authors examine the growing and pervasive phenomenon of brand alliances as they affect consumers' brand attitudes. The results of the main study (n = 350) and two replication studies (n = 150, n = 210) together demonstrate that (1) consumer attitudes toward the brand alliance influence subs...

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Bibliographic Details
Published inJournal of marketing research Vol. 35; no. 1; pp. 30 - 42
Main Authors Simonin, Bernard L., Ruth, Julie A.
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.02.1998
SAGE PUBLICATIONS, INC
Subjects
Alliances
Attitudes
Automobiles
Brand equity
Brand image
Brands
Bundling
Chief executive officers
Consumer attitudes
Consumer behavior
Consumer research
Consumers
Decision making
Information processing
Marketing
Microprocessors
Modeling
Personal computers
Psychological attitudes
Statistical analysis
Studies
United States > US
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Summary:The authors examine the growing and pervasive phenomenon of brand alliances as they affect consumers' brand attitudes. The results of the main study (n = 350) and two replication studies (n = 150, n = 210) together demonstrate that (1) consumer attitudes toward the brand alliance influence subsequent impressions of each partner's brand (i.e., "spillover" effects), (2) brand familiarity moderates the strength of relations between constructs in a manner consistent with information integration and attitude accessibility theories, and (3) each partner brand is not necessarily affected equally by its participation in a particular alliance. These results represent a first, necessary step in understanding why and how a brand could be affected by "the company it keeps" in its brand alliance relationships.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224379803500105