Investigating the effects of consumer characteristics with respect to brand knowledge and product involvement on brand alliance evaluation

Abstract

PurposeThe 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/approachBased 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.FindingsThe 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/valueTwo 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.

Consumer purchase intention of intangible cultural heritage products (ICHP): effects of cultural identity, consumer knowledge and manufacture type

“…They are also more confident and certain about their purchasing decisions (Alba and Wesley, 2000). In addition, the consumer behavior literature documents many moderating roles of consumer knowledge (Rao and Monroe, 1988;Cowley and Mitchell, 2003;Singh et al, 2021). For example, Zhan and He (2012) confirm the moderating effect of consumer knowledge on attitudes toward luxury brands; for more knowledgeable Chinese consumers, need for uniqueness shows a negative relationship with Consumer purchase intention of ICHP brand attitudes.…”

“…They are also more confident and certain about their purchasing decisions (Alba and Wesley, 2000). In addition, the consumer behavior literature documents many moderating roles of consumer knowledge (Rao and Monroe, 1988; Cowley and Mitchell, 2003; Singh et al. , 2021).…”

Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement

“…For example, Suh and Yi (2006) showed that less involved people present a stronger relationship between satisfaction and attitudes toward the brand than high involved consumers. Singh et al (2021) found contradictory results regarding the moderating role of product involvement in consumers’ perceptions of brand alliances. In the case of SBC – and although there are no conclusive results – Tran et al (2020) tested the moderating effect of product involvement in SBC relationships with personalized advertising and brand equity, while Fazli-Salehi et al (2022) studied the relationship of SBC and consumer traits and purchase intention, comparing high- and low-involvement products.…”

The effect of augmented reality in mobile applications on consumers' online impulse purchase intention: The mediating role of perceived value

“…Further, extant literature has established the moderating role played by involvement between stimuli and consumers' responses (Krishnamurthy & Kumar, 2018; Singh et al, 2021). The results exhibited that highly involved consumers tend to show a robust behavioral response to the stimuli than low‐involved consumers.…”