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How do customer s perceive when Brands have alliance and create new alliance brands?. Brand Alliance and its influence on brand equity and brand luxury perception. By eun hee ko & james kellaris. By Eun Hee Ko Master’s thesis at the University of Cincinnati. Hypotheses.
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How do customers perceive when Brands have alliance and create new alliance brands? Brand Alliance and its influence on brand equity and brand luxury perception By eunheeko & jameskellaris By EunHee Ko Master’s thesis at the University of Cincinnati
Hypotheses • Brand-Equity and Luxury Perception Effects on Brand Alliance Partners • H1: Low-equity brands partnered with high-equity brands will have higher brand-equity ratings than prior to the paring. • H1a: Low-equity brands partnered with high-equity brands will have higher perceived quality ratings than prior to the paring. • H1b: Low-equity brands partnered with high-equity brands will have higher brand awareness ratings than prior to the paring. • H1c: Low-equity brands partnered with high-equity brands will have higher brand loyalty ratings than prior to the paring. • H2: Low-luxury perception brands partnered with high-luxury perception brands will have higher luxury perception ratings than prior to paring. • H2a: Low-luxury perception brands partnered with high-luxury perception brands will have higher luxury perception 1 ratings than prior to paring. H2b: Low-luxury perception brands partnered with high-luxury perception brands will have higher luxury perception 2 ratings than prior to paring.
Hypotheses • Brand Alliance Effects on the Partners Involved with Brand Alliance • H3: The brand alliance between high-equity brands and low-equity brands will not affect the brand equity of the brands which have low brand equity. • H3a: The brand alliance between high-equity brands and low-equity brands will not affect the perceived quality of the brands which have low brand equity. • H3b: The brand alliance between high-equity brands and low-equity brands will not affect the brand awareness of the brands which have low brand equity. • H3c: The brand alliance between high-equity brands and low-equity brands will not affect the brand loyalty of the brands which have low brand equity. • H4: The brand alliance between high-equity brands and low-equity brands will not affect the brand equity of the brands which have high-brand equity. • H4a: The brand alliance between high-equity brands and low-equity brands will not affect the perceived quality of the brands which have high-brand equity. • H4b: The brand alliance between high-equity brands and low-equity brands will not affect the brand awareness of the brands which have high-brand equity. • H4c: The brand alliance between high-equity brands and low-equity brands will not affect the brand loyalty of the brands which have high-brand equity.
Hypotheses • H5: The brand alliance between high-luxury perception brands and low-luxury perceptions brands will not affect the luxury perception of the brands which have low luxury perception. • H5a: The brand alliance between high-luxury perception brands and low-luxury perceptions brands will not affect the luxury perception 1 of the brands which have low luxury perception. • H5b: The brand alliance between high-luxury perception brands and low-luxury perceptions brands will not affect the luxury perception 2 of the brands which have low luxury perception. • H6: The brand alliance between high luxury perception brands and low luxury perception brands will not affect the luxury-perception of the brands which have high luxury perception. • H6a: The brand alliance between high luxury perception brands and low luxury perception brands will not affect the luxury-perception 1 of the brands which have high luxury perception. • H6b: The brand alliance between high luxury perception brands and low luxury perception brands will not affect the luxury-perception 2 of the brands which have high luxury perception.
