Building Brands through Brand Alliances: Does a Second Ally Help? Article (Faculty180)

cited authors

  • Voss, Kevin E; Gammoh, Bashar S


  • Several papers have been published demonstrating the positive effects a single, reputable ally has on evaluations of a focal brand. Interestingly, little research has been published examining the effects of multiple brand allies. We examine the effect of an alliance with two, one, or zero well-known brand allies on evaluations of a previously unknown focal brand. The presence of a single brand ally signi´Čücantly increased perceived quality and hedonic and utilitarian attitudes. While multiple alliances improved focal brand evaluations relative to the no ally condition, the second ally did not increase evaluations relative to the single ally condition.

publication date

  • 2004

published in

start page

  • 147

end page

  • 159


  • 15