The research reported in this thesis investigated the factors affecting effective brand alliances, in which two brands from different product categories were featured together for introducing a co-branded brand. Despite the increasing use of brand alliances, little research has been done to examine the factors that determine the effectiveness of co-branded brand in brand alliances, or to evaluate the brand attribute of co-branded brand in brand alliances. Based on a critical review of the literature on alliances and brand extension theory, the author developed a conceptual framework to understand how parent brands with association, similarity, and complementary fit can affect the result of brand alliances. The conceptual framework captures the different degrees of similarity, association and complementary fit between parent brands (where one is a header brand and the other is a modifier brand). The research used five different measuring scales: function, performance, perceived quality, perceived image, and premium price to measure the brand attributes of the co-branded brand after the brand alliance to prove that association, similarity, and complementary fit between the parents brands are important factors in determining the brand attributes of the co-branded brand. The findings of the study differ from the findings of previous research in three important ways, and the findings are opposite to those predicted by brand extension theory. Firstly, the study shows that higher “brand association” between parent brands dilutes the “brand attributes” of the co-branded brand. Secondly, the study shows that the “brand similarity” between parent brands does not enhance brand attributes of the co-branded brand. Thirdly, this study shows that “complementary fit” between parent brands does not enhance the brand attributes of the co-branded brand. The theories are tested using a qualitative research method with genuine brands in conditions of high consumer involvement. The results show an interesting pattern of interaction among factors. This interaction has important implications for managers in co-brand marketing. The results also provide researchers with promising avenues for further research in brand alliance. / Thesis (PhD)--University of South Australia, 2005
| Identifer | oai:union.ndltd.org:ADTP/267276 |
| Date | January 2005 |
| Creators | Yeung, Leo. |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | copyright under review |
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