Evaluation of Brand Alliances: Product Fit and the Moderating Role of Brand Concept Consistency

Even Johan Lanseng, Norwegian School of Management, Norway
Lars Erling Olsen, Norwegian School of Management, Norway
Previous research has demonstrated the importance of product fit for evaluation of brand alliances. Conclusions from brand extension research suggest that the effect of fit is not only a question of product category similarity, but also of brand concept consistency. This study therefore introduces brand concept consistency in research on brand alliances. Brand concept consistency might moderate the effect of product fit on attitudes toward the alliance. Results from an experimental study indicate that both product fit and brand concept consistency influence evaluation. However, this influence is restricted to functional or mixed alliances. For expressive alliances, product fit is not important.
[ to cite ]:
Even Johan Lanseng and Lars Erling Olsen (2008) ,"Evaluation of Brand Alliances: Product Fit and the Moderating Role of Brand Concept Consistency", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 871-872.