Abstract

Existing attempts to explicate the impact of multiple-brand alliances on consumers’ perceptions have delivered contradictory insights: brand alliance researchers consider such impact as positive, while celebrity endorsement researchers conceptualize it as negative. This study addresses the reasons for this discrepancy by approaching persuasion knowledge theory. To test the hypothesized relationships, we conducted an experiment on 300 consumers, which explicated the negative impact of persuasion knowledge on consumer multiple-brand alliance advertisement attitude and post-alliance focal brand purchase intention. Empirical analysis revealed that consumer persuasion knowledge in brand alliances has a negative impact on purchase intention and focal brand attitude. Increasing the number of brand allies by one reduced the impact of persuasion knowledge and contributed to a stronger brand consideration.

摘要

现有试图解释多品牌联盟对消费者感知的影响的尝试提供了相互矛盾的见解：品牌联盟研究人员认为这种影响是积极的，而名人代言研究人员将其概念化为消极的。本研究通过接近说服知识理论来解决造成这种差异的原因。为了检验假设的关系，我们对 300 名消费者进行了实验，阐明了说服知识对消费者多品牌联盟广告态度和联盟后焦点品牌购买意愿的负面影响。实证分析表明，品牌联盟中的消费者说服知识对购买意愿和焦点品牌态度有负向影响。