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The Effect of Brand Gender Similarity on Brand-Alliance Fit and Purchase Intention
Journal
Marketing ZFP
Type
journal article
Date Issued
2015
Author(s)
Abstract
A brand alliance, particularly by co-branding, wherein a brand seeks to reinforce its brand image, expand into new markets and gain new customer segments by utilizing the brand image of a second, external brand, is a strategic alternative to a brand extension. A brand alliance is only successful if the brand fit between the two constituent brands is high. Recent literature suggests the brand personality as a possible basis for brand fit. On this basis, brand gender is a relevant criterion for determining the success of a brand alliance, although this criterion has not been considered in previous studies. In this article, which relies on congruency theory, two experiments conducted to explore the role of brand gender as a driver of both positive consumer response and consumer behaviour towards an alliance are presented. The first experiment demonstrates that, if a consumer is asked to match an initial brand to a second brand from a set of brand options, the consumer will pair brands with the same brand gender. The second experiment reveals that brand gender similarity in a brand alliance results in greater perceived fit, visual appeal and perceived unity for the alliance in question, as well as an increase in purchase intention. This positive response to gender similarity was independent of the sexes and ages of the study participants. Managerial implications for successful brand alliances may be drawn from these findings.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
Vahlen
Volume
37
Number
1
Start page
5
End page
13
Pages
9
Subject(s)
Division(s)
Eprints ID
255123