SIMILAR OR COMPLEMENTARY: BRAND PERSONALITY AND BRAND ALLIANCE SUCCESS
| dc.contributor.author | Cai, Sherry | |
| dc.contributor.chair | Chun, Helen | |
| dc.contributor.committeeMember | LaTour, Kathryn Anne | |
| dc.date.accessioned | 2022-10-31T16:23:50Z | |
| dc.date.available | 2022-10-31T16:23:50Z | |
| dc.date.issued | 2022-08 | |
| dc.description | 60 pages | |
| dc.description.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. | |
| dc.identifier.doi | https://doi.org/10.7298/v4ka-g095 | |
| dc.identifier.other | Cai_cornell_0058O_11531 | |
| dc.identifier.other | http://dissertations.umi.com/cornell:11531 | |
| dc.identifier.uri | https://hdl.handle.net/1813/112116 | |
| dc.language.iso | en | |
| dc.rights | Attribution 4.0 International | |
| dc.rights.uri | https://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | brand alliance | |
| dc.subject | brand attitude | |
| dc.subject | brand personality | |
| dc.subject | branding | |
| dc.subject | spillover effect | |
| dc.title | SIMILAR OR COMPLEMENTARY: BRAND PERSONALITY AND BRAND ALLIANCE SUCCESS | |
| dc.type | dissertation or thesis | |
| dcterms.license | https://hdl.handle.net/1813/59810.2 | |
| thesis.degree.discipline | Hotel Administration | |
| thesis.degree.grantor | Cornell University | |
| thesis.degree.level | Master of Science | |
| thesis.degree.name | M.S., Hotel Administration |
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