If you cannot beat them, join them: How social comparison shapes consumer responses to low–high social status brand alliance

This paper examines how low–high social status brand alliances affect consumer perceptions, focusing on the role of social comparison. These alliances, involving brands with disparate social statuses, challenge traditional market dynamics and offer opportunities for brand image enhancement and market expansion. Through seven studies, we explore how upward social comparisons—where consumers compare themselves to others perceived as more affluent—affect preferences for products resulting from such partnerships. Our findings show that products from these alliances inspire consumers by mitigating self-threats caused by upward comparisons, increasing purchase likelihood. We also identify the mediating roles of self-threat and the need for inspiration in shaping consumer purchase intentions. These insights offer practical guidance for brand managers on leveraging asymmetric brand alliances in marketing strategies and positioning.