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The Effects of Product Categorical Relevance and Brand Image Fit on the Evaluation of Brand Alliance
Issue Date
2008
Author(s)
Wang, Yu-Ting
Abstract
This study investigated how the product categorical relevance and brand image fit affect consumers’ evaluations of brand alliance. A card sorting method was adopted in Experiment 1 to investigate the structure of conceptual representations among 40 products. The results confirmed a hierarchical structure with the 40 products agglomerated to 8 basic levels and 2 super-ordinate levels. On the basis of the results of Experiment 1, three levels of categorical relevance and two levels of image fit were manipulated in Experiment 2 to investigate how these two factors may influence the evaluation of brand alliance. The results showed that high brand image fit led to higher perceived fit, but low brand image fit led to higher perceived quality for the allied product. Moreover, participants used different categorical levels in evaluations: the perceived fit of alliance was based on the basic level and the perceived quality of the allied products was based on the super-ordinate level. The results have important implications for selecting a partner in brand alliance and for developing the marketing strategy for the allied products.
Author Keyword(s)
brand alliance
brand image
product category
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ntu-97-R95227118-1.pdf
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23.53 KB
Format
Adobe PDF
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