When brands connect: feedback effects from the alliance between L’Oréal and Nestlé to

Abstract

This thesis looks at a factual alliance between Nestlé and L’Oréal who have created a “nutricosmetics” diet supplement called Innéov. The thesis has two goals: 1) to understand and map associations held about Nestlé and Innéov (L’Oréal was left out), and 2) to conduct an experiment to investigate possible feedback-effects from the alliance and to map them. This was done by dividing the respondents in two groups: Group one was the “pre alliance” sample who were asked about Nestlé before being introduced to a stimulus of Innéov (through a constructed introduction leaflet). Group two was the “post alliance” sample who were exposed to Innéov before they were asked about Nestlé. Comparing the two groups would demonstrate the effect, if any, of the alliance. I used qualitative techniques and focused primarily on association networks. The results indicated limited feedback effect from this alliance.