Abstract/Details

The impact of brand alliances on brand image and favorability perceptions


2000 2000

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Abstract (summary)

Facing an increasingly competitive marketplace, many firms have turned toward formal alliances with other entities in order to achieve strategic advantages. With this alliance growth comes a need for a greater understanding of the impact that such public affiliations can have on consumer attitudes. While marketing research has noted how public brand activity can influence perceptions about a brand (see Aaker 1991, 1996; Keller 1993, 1998), it remains unclear whether brand alliances can act as significant brand associations and subsequently alter brand beliefs.

The goal of this dissertation was to examine the impact that alliances may have on brand perceptions. The study explored whether brand attitudes concerning image and favorability can be enhanced, diluted, or strengthened as the result of an alliance. Based on insight from schema theory, the associative network memory model, and congruity theory it was hypothesized that brand image and favorability perceptions could be altered by an alliance.

Indexing (details)


Subject
Marketing;
Brand image;
Alliances;
Perceptions;
Studies
Classification
0338: Marketing
Identifier / keyword
Social sciences, Alliances, Brand image, Favorability
Title
The impact of brand alliances on brand image and favorability perceptions
Author
Musante, Michael D.
Number of pages
127
Publication year
2000
Degree date
2000
School code
0118
Source
DAI-A 61/07, Dissertation Abstracts International
Place of publication
Ann Arbor
Country of publication
United States
ISBN
9780599844803, 0599844809
Advisor
Berkowitz, Eric N.
University/institution
University of Massachusetts Amherst
University location
United States -- Massachusetts
Degree
Ph.D.
Source type
Dissertations & Theses
Language
English
Document type
Dissertation/Thesis
Dissertation/thesis number
9978532
ProQuest document ID
304606815
Copyright
Database copyright ProQuest LLC; ProQuest does not claim copyright in the individual underlying works.
Document URL
http://search.proquest.com/docview/304606815
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