SIMILAR OR COMPLEMENTARY: BRAND PERSONALITY AND BRAND ALLIANCE SUCCESS

Cai, Sherry

SIMILAR OR COMPLEMENTARY: BRAND PERSONALITY AND BRAND ALLIANCE SUCCESS

Abstract

The 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.

Description

60 pages

Date Issued

2022-08

Keywords

brand alliance; brand attitude; brand personality; branding; spillover effect

Committee Chair

Chun, Helen

Committee Member

LaTour, Kathryn Anne

Degree Discipline

Hotel Administration

Degree Name

M.S., Hotel Administration

Degree Level

Master of Science

Rights

Attribution 4.0 International

Rights URI

https://creativecommons.org/licenses/by/4.0/

Types

dissertation or thesis