Gammoh, Bashar S; Voss, Kevin E; Chakraborty, Goutam
description
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.
