The impact of brand alliances on brand image and favorability perceptions
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.