Consumer evaluation of brand alliance signals

Gammoh, Bashar S.; Voss, Kevin E.; Chakraborty, Goutam

doi:10.1002/mar.20130

Cited by 110 publications

(89 citation statements)

References 49 publications

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“…The research design addresses consumers' perceptions in general, so that students represent relevant and suitable respondents (Fang et al, 2013;Gammoh et al, 2006;Thompson and Strutton, 2012). We collected data in two German universities in February 2015.…”

Section: Methodsmentioning

confidence: 99%

“…Firms generally enter alliances with firms from different product categories and industries to gain access to new customer groups and enhance brand awareness (Abratt and Motlana, 2002;Ahn et al, 2009;Gammoh et al, 2006;Smarandescu et al, 2013). As partners in these inter-industry alliances have a different industry or product category focus, their industry scopes are dissimilar.…”

Section: Industry Scopementioning

confidence: 99%

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Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Decker

Baade

2016

J Brand Manag

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This study explores how consumers evaluate co-branding alliances between dissimilar partner firms. Customers are well aware that different firms are behind a co-branded product and observe the partner firms' characteristics. Drawing on signaling theory, we assert that consumers use organizational characteristics as signals in their assessment of brand fit and for their purchasing decisions. Some organizational signals are beyond the control of the co-branding partners or at least they cannot alter them on short notice. We use a quasi-experimental design and test how cobranding partner dissimilarity affects brand fit perception. The results show that co-branding partner dissimilarity in terms of firm size, industry scope, and country-of-origin image negatively affects brand fit perception. Firm age dissimilarity does not exert significant influence. Because brand fit generally fosters a benevolent consumer attitude towards a co-branding alliance, the findings suggest that high partner dissimilarity may reduce overall co-branding alliance performance.

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Section: Methodsmentioning

confidence: 99%

Section: Industry Scopementioning

confidence: 99%

Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Decker

Baade

2016

J Brand Manag

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“…To date, it is a common practice for firms to use brands as signals to reduce consumer uncertainty about product or service quality in a marketplace in which asymmetric information exists (Washburn, Till, & Priluck, 2004;Gammoh, Voss, & Chakraborty, 2006). According to Erdem and Swait (1998), a brand signal consists of "a firm's past and present marketing mix strategies and activities associated with that brand.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The differential roles of brand credibility and brand prestige in consumer brand choice

Baek¹,

Kim²,

2010

Psychology and Marketing

322

284

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This study explores how brand credibility and brand prestige affect brand purchase intention and empirically investigates how the combinatory mechanism of brand credibility and brand prestige materialize across multiple product categories. The proposed model of six latent constructs is tested with structural equation modeling analysis: brand credibility, brand prestige, perceived quality, information costs saved, perceived risk, and brand purchase intention. The results suggest that both brand credibility and brand prestige positively influence brand purchase intention through perceived quality, information costs saved, and perceived risk under different product categories representing the high and low self-expressive nature. Several implications for advertising messages and brand positioning strategies are discussed.

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“…Gammoh, Voss and Chakraborty (2006) find that the signalling role of a strong brand partner varies depending on the strength of the co-branded product message and the degree of cognitive effort required. When cognitive requirements are low, and the information presented about the brand alliance is high, the stronger brand serves to endorse the veracity of the claims.…”

Section: Brand Alliancesmentioning

confidence: 99%

The added value of brand alliances in higher education

Kalafatis

Ledden

Riley

et al. 2016

Journal of Business Research

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This study examines perceptions of brand alliances, in the form of dual degrees, between UK universities. Signalling theory and attitude accessibility are applied to test for evidence of added value of dual degrees bearing the names of two universities compared to single degrees. The results support the main hypothesis that perceptions of added value of a dual degree initiated by a high (low) ranked context university decline (increase) in line with the ranking of a lower (higher) rank partner university. The findings reveal interaction effects between the rank position of the initiating university and the evaluation criteria. Name-order effects explain the higher perceived value of a dual degree between high-and-low ranked universities compared to a dual degree between low-andhigh ranked universities. In addition to being the first study to examine brand alliances in the UK HE domain, the study makes a number of contributions to the general brand alliance literature and provides managerial guidelines.

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Consumer evaluation of brand alliance signals

Cited by 110 publications

References 49 publications

Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

The differential roles of brand credibility and brand prestige in consumer brand choice

The added value of brand alliances in higher education

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