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

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.