Purpose

The purpose of this paper is to take the neglected influencing factors in brand alliance research into account based on consumer characteristics theory and discuss the influencing factors' interactive effects on brand alliance.

Design/methodology/approach

Based on the theory of consumer characteristics and the S&R model of brand alliance, an experimental design was conducted to examine the relationship among the various variables and moderators, which can test the changes of the dependent variables by controlling and manipulating one or more single variables. The sample includes 400 college students.

Findings

The results demonstrate that brand knowledge positively moderates the relationship between brand equity and consumer brand alliance, but not significantly affect the relationship between alliance evaluation and joint fit; in contrast, product involvement individually plays a positive moderating role on the relationship between joint fit, brand equity and consumer brand alliance evaluation.

Originality/value

Two consumer characteristic, brand knowledge and product involvement moderate the relationship between brand equity, joint fit and consumer brand alliance evaluation. Several empirical studies on brand alliance have documented mostly positive effects of brand alliance on consumer brand evaluations. Two important consumer characteristics' effect on brand alliance evaluation, brand knowledge and product involvement, were testified to expand the scope of influential factors of brand alliance evaluation on the basis of consumers' characteristic theory.

中文翻译：

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调查消费者特征对品牌知识和产品参与度对品牌联盟评价的影响

目的

本文旨在基于消费者特征理论，考虑品牌联盟研究中被忽视的影响因素，探讨影响因素对品牌联盟的交互作用。

设计/方法/方法

基于消费者特征理论和品牌联盟的S&R模型，通过实验设计检验各变量与调节因素之间的关系，通过控制和操纵一个或多个单变量来检验因变量的变化。样本包括 400 名大学生。

发现

结果表明，品牌知识正向调节品牌资产与消费者品牌联盟的关系，但不显着影响联盟评价与联合契合的关系；相比之下，产品涉入个体对联合契合度、品牌资产和消费者品牌联盟评价之间的关系起着积极的调节作用。

原创性/价值

消费者特征、品牌知识和产品涉入度调节品牌资产、联合契合度和消费者品牌联盟评价之间的关系。几项关于品牌联盟的实证研究记录了品牌联盟对消费者品牌评价的主要积极影响。以消费者特征理论为基础,论证了两个重要的消费者特征对品牌联盟评价的影响,即品牌知识和产品涉入度,扩大了品牌联盟评价影响因素的范围。