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dc.contributor.authorRørvik, Anders
dc.contributor.authorSandset, Kasim Bijou
dc.date.accessioned2009-11-16T09:15:59Z
dc.date.available2009-11-16T09:15:59Z
dc.date.issued2009
dc.identifier.urihttp://hdl.handle.net/11250/169197
dc.description.abstractThis 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
dc.language.isoengen
dc.subjectmarketing and industrial economicsen
dc.subjectstrategy and management
dc.titleConsumer evaluation of multiple brand alliance partners : the moderating roles of consumer and brand genderen
dc.typeMaster thesisen
dc.subject.nsiVDP::Samfunnsvitenskap: 200::Økonomi: 210::Samfunnsøkonomi: 212en


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