• norsk
    • English
  • English 
    • norsk
    • English
  • Login
View Item 
  •   Home
  • Norges Handelshøyskole
  • Thesis
  • Master Thesis
  • View Item
  •   Home
  • Norges Handelshøyskole
  • Thesis
  • Master Thesis
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

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

Rørvik, Anders; Sandset, Kasim Bijou
Master thesis
Thumbnail
View/Open
Rorvik og Sanset 2009.pdf (6.239Mb)
URI
http://hdl.handle.net/11250/169197
Date
2009
Metadata
Show full item record
Collections
  • Master Thesis [3258]
Abstract
This thesis examines the concept of brand alliances and the effects of multiple partners. In

addition, the moderating roles of consumer and brand gender are investigated in a brand

alliance context. Results from the experimental study indicate that an increase in the number

of alliance partners positively influences consumer evaluation of the focal brand. This effect

was also more prominent for unknown brands than for well-known brands, which supports

prior research within the field. Furthermore, there is a tendency that women evaluate brands

that are engaged in several alliances more positively than men. In addition, the positive effect

seems to be more prominent for feminine brands. Overall, the results support a notion that a

brand participating in several alliances is displaying relationship-building abilities and care

for its partners, which are perceived as feminine traits.

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit
 

 

Browse

ArchiveCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsDocument TypesJournalsThis CollectionBy Issue DateAuthorsTitlesSubjectsDocument TypesJournals

My Account

Login

Statistics

View Usage Statistics

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit