Past research focused on the effects of the fit between the partner brands on brand alliances and the spillover effects. This dissertation examines brand alliance evaluation from the perspective of an individual brand. An integrated congruence framework is developed to assess (a) the effects of congruence (expectancy and relevancy) on brand alliance evaluation, and (b) the differential spillover effects on each partner brand. In addition, this research extends the congruence framework into the global arena context by incorporating perceived country image and consumer ethnocentrism.
Using a sample of 774 participants from the U.S. and Canada, this dissertation empirically tests the integrated congruence model of brand alliance evaluation with two types of brand alliances: ice cream/chocolate brand alliances and airline alliances. Four experimental conditions, combinations of expectancy (high/low) and relevancy (high/low), were set up for each brand alliance. Experimental findings fully supported the hypotheses in this study.
This research fills a critical void in the brand alliance literature, by casting the problem in the context of partner selection. In doing so, practical and managerial implications are drawn. This study also provides implications for international marketers on how to choose their international partners to form a global brand alliance.