Premium
Consumer evaluation of brand alliance signals
Author(s) -
Gammoh Bashar S.,
Voss Kevin E.,
Chakraborty Goutam
Publication year - 2006
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20130
Subject(s) - elaboration , alliance , argument (complex analysis) , elaboration likelihood model , psychology , cognition , advertising , brand extension , key (lock) , brand awareness , marketing , social psychology , business , computer science , political science , persuasion , philosophy , biochemistry , chemistry , computer security , neuroscience , humanities , law
A consistent finding in brand‐alliance research is that a well‐known, reputable brand ally improves consumers' evaluation of an unknown brand. The authors contribute to this research by examining the effects of a brand ally at different levels of cognitive elaboration and message argument strength. Results suggest that the brand ally serves as an endorser of the primary brand in two key ways. When cognitive elaboration is low and the ad contains strong arguments, the ally serves as an endorser. On the other hand, the presence of a reputable ally is an information cue when cognitive elaboration is high and the ad contains weak arguments. © 2006 Wiley Periodicals, Inc.