The multiple roles of fit between brand alliance partners in alliance attitude formation

This paper tests the assumption that consumers' perceptions of fit between brand alliance partners can serve different roles in attitude formation depending on the level of elaboration given to a persuasive message about a brand alliance. We experimentally manipulate fit between brand concepts of real brands, situational involvement, and argument quality to test this assumption. A three-way interaction showed a positive main effect of fit on alliance attitude under low involvement and an interaction between fit and argument quality on alliance attitude under high involvement. Consequently, brand owners could expect more beneficial behavioral consequences of alliance attitudes if they are (a) based on alliances between brands with similar brand concepts, (b) backed with strong arguments, and (c) perceived as personally relevant by target consumers. The paper adds insight into how fit between the alliance partners can assume different roles as persuasion variables, thereby extending our understanding of theoretical mechanisms explaining when and why fit is important between brand alliance partners.