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dc.contributor.authorCai, Sherry
dc.date.accessioned2022-10-31T16:23:50Z
dc.date.available2022-10-31T16:23:50Z
dc.date.issued2022-08
dc.identifier.otherCai_cornell_0058O_11531
dc.identifier.otherhttp://dissertations.umi.com/cornell:11531
dc.identifier.urihttps://hdl.handle.net/1813/112116
dc.description60 pages
dc.description.abstractThe authors investigate the impact of partner brands’ salient personality on brand alliance success in a hospitality context. Hospitality brands often collab¬orate with brands with a complementary personality to enrich their image or brands with a similar personality to deepen their image (pilot study). But our two experiments using both real and fictitious brands indicate that a brand alliance between partners of complementary personality can dilute their salient personality attributes (Study 1) and consumers are less willing to engage in word-of-mouth behavior (Study 2). Personality similarity results in higher perceived fit and greater word-of-mouth intentions, but not necessarily more positive attitudes toward the brand alliance or each partner brand (Study 2). The authors also find that brand alliances have a more positive spillover effect on consumer attitudes and behavioral intentions toward sincere brands than ex¬citing brands while brand alliances between exciting brands are more likely to create buzz and perceived to have the highest fit. Implications for theory and practice are discussed.
dc.language.isoen
dc.rightsAttribution 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectbrand alliance
dc.subjectbrand attitude
dc.subjectbrand personality
dc.subjectbranding
dc.subjectspillover effect
dc.titleSIMILAR OR COMPLEMENTARY: BRAND PERSONALITY AND BRAND ALLIANCE SUCCESS
dc.typedissertation or thesis
thesis.degree.disciplineHotel Administration
thesis.degree.grantorCornell University
thesis.degree.levelMaster of Science
thesis.degree.nameM.S., Hotel Administration
dc.contributor.chairChun, Helen
dc.contributor.committeeMemberLaTour, Kathryn Anne
dcterms.licensehttps://hdl.handle.net/1813/59810.2
dc.identifier.doihttp://doi.org/10.7298/v4ka-g095


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