Self-Relevant Brand Alliances: When Do Consumers (Not) Fit?

Nicole Verrochi, University of Pennsylvania, USA
Americus Reed II, University of Pennsylvania, USA
Successful brand alliances possess high fit between brands forming the alliance. However, many brand alliances contain elements relevant to consumers’ identities. Two studies demonstrate that regardless of fit between the parent brands, if one brand is low in fit with the consumer’s identity, the brand alliance is perceived poorly. Thus, current conceptualizations of brand alliances need to be broadened to include consumers and their identities. By considering the target market’s conception of each brand, and how each is self relevant to the target, it is possible to build a more comprehensive and accurate representation of successful brand alliances.
[ to cite ]:
Nicole Verrochi and Americus Reed II (2009) ,"Self-Relevant Brand Alliances: When Do Consumers (Not) Fit?", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1057-1057.