| dc.description.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. | en |
