IDEAS home Printed from https://ideas.repec.org/a/inm/ormksc/v33y2014i4p551-566.html
   My bibliography  Save this article

Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit

Author

Listed:
  • Ralf van der Lans

    (Hong Kong University of Science and Technology, Kowloon, Hong Kong)

  • Bram Van den Bergh

    (Rotterdam School of Management, Erasmus University, 3000 DR Rotterdam, The Netherlands)

  • Evelien Dieleman

Abstract

We investigate whether partners in a brand alliance should be similar or dissimilar in brand image to foster favorable perceptions of brand fit. Using a Bayesian nonlinear structural equation model and evaluations of 1,200 brand alliances, we find that the conceptual coherence in brand personality profiles predicts attitudes towards a brand alliance. More specifically, we find that similarity in Sophistication and Ruggedness and moderate dissimilarity in Sincerity and Competence result in more favorable brand alliance evaluations. Overall, we find that similarity effects are more pronounced than dissimilarity effects. Implications for brand alliance strategies and marketing managers are discussed.

Suggested Citation

  • Ralf van der Lans & Bram Van den Bergh & Evelien Dieleman, 2014. "Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit," Marketing Science, INFORMS, vol. 33(4), pages 551-566, July.
    • Handle: RePEc:inm:ormksc:v:33:y:2014:i:4:p:551-566
    DOI: 10.1287/mksc.2014.0859
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mksc.2014.0859
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mksc.2014.0859?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    2. Philip Heidelberger & Peter D. Welch, 1983. "Simulation Run Length Control in the Presence of an Initial Transient," Operations Research, INFORMS, vol. 31(6), pages 1109-1144, December.
    3. Jean-Noël Kapferer & Audrey Azoulay, 2003. "Do brand personality scales really measure brand personality?," Post-Print hal-00781544, HAL.
    4. Ralf van der Lans & Joseph A. Cote & Catherine A. Cole & Siew Meng Leong & Ale Smidts & Pamela W. Henderson & Christian Bluemelhuber & Paul A. Bottomley & John R. Doyle & Alexander Fedorikhin & Janaki, 2009. "Cross-National Logo Evaluation Analysis: An Individual-Level Approach," Marketing Science, INFORMS, vol. 28(5), pages 968-985, 09-10.
      • van der Lans, R.J.A. & Cote, J.A. & Cole, C.A. & Leong, S.M. & Smidts, A. & Henderson, P.W. & Bluemelhuber, C. & Bottomley, P.A. & Doyle, J.R. & Fedorikhin, A.S. & Janakiraman, M. & Ramaseshan, B. & S, 2008. "Cross-National Logo Evaluation Analysis: An Individual Level Approach," ERIM Report Series Research in Management ERS-2008-055-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    5. Meyers-Levy, Joan & Tybout, Alice M, 1989. "Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 39-54, June.
    6. Carl Mela & Praveen Kopalle, 2002. "The impact of collinearity on regression analysis: the asymmetric effect of negative and positive correlations," Applied Economics, Taylor & Francis Journals, vol. 34(6), pages 667-677.
    7. Tansev Geylani & J. Jeffrey Inman & Frenkel Ter Hofstede, 2008. "Image Reinforcement or Impairment: The Effects of Co-Branding on Attribute Uncertainty," Marketing Science, INFORMS, vol. 27(4), pages 730-744, 07-08.
    8. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    9. Wayne S. DeSarbo & C. Anthony Di Benedetto & Kamel Jedidi & Michael Song, 2006. "Identifying Sources of Heterogeneity for Empirically Deriving Strategic Types: A Constrained Finite-Mixture Structural-Equation Methodology," Management Science, INFORMS, vol. 52(6), pages 909-924, June.
    10. R. Venkatesh & Vijay Mahajan, 1997. "Products with Branded Components: An Approach for Premium Pricing and Partner Selection," Marketing Science, INFORMS, vol. 16(2), pages 146-165.
    11. Smith, Brian J., 2007. "boa: An R Package for MCMC Output Convergence Assessment and Posterior Inference," Journal of Statistical Software, Foundation for Open Access Statistics, vol. 21(i11).
    12. Chib S. & Jeliazkov I., 2001. "Marginal Likelihood From the Metropolis-Hastings Output," Journal of the American Statistical Association, American Statistical Association, vol. 96, pages 270-281, March.
    13. Yupin Yang & Mengze Shi & Avi Goldfarb, 2009. "Estimating the Value of Brand Alliances in Professional Team Sports," Marketing Science, INFORMS, vol. 28(6), pages 1095-1111, 11-12.
    14. Gerhard Arminger & Bengt Muthén, 1998. "A Bayesian approach to nonlinear latent variable models using the Gibbs sampler and the metropolis-hastings algorithm," Psychometrika, Springer;The Psychometric Society, vol. 63(3), pages 271-300, September.
    15. Bagozzi, Richard P & Baumgartner, Hans & Yi, Youjae, 1992. "State versus Action Orientation and the Theory of Reasoned Action: An Application to Coupon Usage," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 505-518, March.
    16. Aaker, Jennifer & Benet-Martinez, Veronica & Garolera, Jordi, 2001. "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs," Research Papers 1668r, Stanford University, Graduate School of Business.
    17. Farrelly, Francis & Quester, Pascale & Greyser, Stephen A., 2005. "Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing," Journal of Advertising Research, Cambridge University Press, vol. 45(3), pages 339-348, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Richard Friberg & Mark Sanctuary, 2018. "Market stealing and market expansion: an examination of product introductions in the organic coffee market," Environmental Economics and Policy Studies, Springer;Society for Environmental Economics and Policy Studies - SEEPS, vol. 20(2), pages 287-303, April.
    2. Zamudio, César, 2016. "Matching with the stars: How brand personality determines celebrity endorsement contract formation," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 409-427.
    3. Riley Debra & Charlton Nathalie & Wason Hillary, 2015. "The impact of brand image fit on attitude towards a brand alliance," Management & Marketing, Sciendo, vol. 10(4), pages 270-283, December.
    4. Casey E. Newmeyer & R. Venkatesh & Julie A. Ruth & Rabikar Chatterjee, 2018. "A typology of brand alliances and consumer awareness of brand alliance integration," Marketing Letters, Springer, vol. 29(3), pages 275-289, September.
    5. Koschmann, Anthony & Bowman, Douglas, 2018. "Evaluating marketplace synergies of ingredient brand alliances," International Journal of Research in Marketing, Elsevier, vol. 35(4), pages 575-590.
    6. Zhang, Yicong & Guo, Xiaoling, 2023. "“New and old†: Consumer evaluations of co-branding between new brands and Chinese time-honored brands," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    7. Naidoo, Vik & Hollebeek, Linda D., 2016. "Higher education brand alliances: Investigating consumers' dual-degree purchase intentions," Journal of Business Research, Elsevier, vol. 69(8), pages 3113-3121.
    8. Anthony Koschmann, 2019. "Evaluating the durability of brand alliances using Bayesian methods," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 268-276, May.
    9. Suzuki, Satoko & Kanno, Saori, 2022. "The role of brand coolness in the masstige co-branding of luxury and mass brands," Journal of Business Research, Elsevier, vol. 149(C), pages 240-249.
    10. Petar Gidaković & Mateja Kos Koklič & Mila Zečević & Vesna Žabkar, 2022. "The influence of brand sustainability on purchase intentions: the mediating role of brand impressions and brand attitudes," Journal of Brand Management, Palgrave Macmillan, vol. 29(6), pages 556-568, November.
    11. Kristina Klein & Franziska Völckner & Hernán A. Bruno & Henrik Sattler & Pascal Bruno, 2019. "Brand Positioning Based on Brand Image–Country Image Fit," Marketing Science, INFORMS, vol. 38(3), pages 516-538, May.
    12. Susana Costa e Silva & Paulo Duarte & Joana César Machado & Carla Martins, 2020. "Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(2), pages 135-157, June.
    13. Albert, Noël & Ambroise, Laure & Valette-Florence, Pierre, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?," Journal of Business Research, Elsevier, vol. 81(C), pages 96-106.
    14. Carolin Decker & Annika Baade, 2016. "Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 648-665, November.
    15. Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.
    16. Hilary Wason & Nathalie Charlton, 2015. "How positioning strategies affect co-branding outcomes," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1092192-109, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Koschmann, Anthony & Bowman, Douglas, 2018. "Evaluating marketplace synergies of ingredient brand alliances," International Journal of Research in Marketing, Elsevier, vol. 35(4), pages 575-590.
    2. Stadler Blank, Ashley & Koenigstorfer, Joerg & Baumgartner, Hans, 2018. "Sport team personality: It’s not all about winning!," Sport Management Review, Elsevier, vol. 21(2), pages 114-132.
    3. Mohamed Abdalla Elsayed Hassan & Konstantina Zerva & Silvia Aulet, 2021. "Brand Personality Traits of World Heritage Sites: Text Mining Approach," Sustainability, MDPI, vol. 13(11), pages 1-19, May.
    4. Frauke Sander & Ulrich Föhl & Nadine Walter & Vera Demmer, 2021. "Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 429-445, July.
    5. Sven Tischer, 2012. "Measuring the impact of critical incidents on brand personality," SFB 649 Discussion Papers SFB649DP2012-064, Sonderforschungsbereich 649, Humboldt University, Berlin, Germany.
    6. Jijo George & Victor Anandkumar, 2018. "Dimensions of Product Brand Personality," Vision, , vol. 22(4), pages 377-386, December.
    7. Pechtl, Hans & Heidarian, Elham, 2016. "Can a cause-related brand be perceived different from other brands?," Wirtschaftswissenschaftliche Diskussionspapiere 02/2016, University of Greifswald, Faculty of Law and Economics.
    8. Hilary Wason & Nathalie Charlton, 2015. "How positioning strategies affect co-branding outcomes," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1092192-109, December.
    9. Vinod Kumar Bishnoi & Ajay Kumar, 2016. "Aaker’s brand personality scale is not universal – Explanation and reasons for bikes in India," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(1), pages 14-27, March.
    10. Avis, Mark, 2012. "Brand personality factor based models: A critical review," Australasian marketing journal, Elsevier, vol. 20(1), pages 89-96.
    11. Riley Debra & Charlton Nathalie & Wason Hillary, 2015. "The impact of brand image fit on attitude towards a brand alliance," Management & Marketing, Sciendo, vol. 10(4), pages 270-283, December.
    12. Bo Liang & Ye Wang, 2023. "Using integrated marketing communications to promote country personality via government websites," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 79-92, March.
    13. Vytautas Dikcius & Eleonora Seimiene & Ramunas Casas, 2018. "Brand Personality Scale: Is It Applicable For A Small Emerging Country?," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(2).
    14. Chiang, Lan-Lung (Luke) & Yang, Chin-Sheng, 2018. "Does country-of-origin brand personality generate retail customer lifetime value? A Big Data analytics approach," Technological Forecasting and Social Change, Elsevier, vol. 130(C), pages 177-187.
    15. Rajesh Sharma, 2020. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 45(3), pages 337-365, August.
    16. Viktoria Maria Radler, 2018. "20 Years of brand personality: a bibliometric review and research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 370-383, July.
    17. Liu, Zhihong & Huang, Songshan (Sam) & Hallak, Rob & Liang, Mingzhu, 2016. "Chinese consumers' brand personality perceptions of tourism real estate firms," Tourism Management, Elsevier, vol. 52(C), pages 310-326.
    18. Michele Gorgoglione & Antonio Messeni Petruzzelli & Umberto Panniello, 2018. "Innovation through tradition in the Italian coffee industry: an analysis of customers’ perceptions," Review of Managerial Science, Springer, vol. 12(3), pages 661-682, July.
    19. Gorbaniuk Oleg & Wilczewski Michał, 2017. "In Search of Ecological Norms in Brand Personality Diagnostics," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 25(1), pages 2-15, March.
    20. Ranfagni, Silvia & Crawford Camiciottoli, Belinda & Faraoni, Monica, 2016. "How to Measure Alignment in Perceptions of Brand Personality Within Online Communities: Interdisciplinary Insights," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 70-85.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:33:y:2014:i:4:p:551-566. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.