CONSUMER PERCEPTIONS OF BRAND ALLIANCES
This work represents a review of main factors considered to affect brand alliance success, and main indicators with which the effectiveness of such alliances is measured. Its aim is to expend the set of variables traditionally used in studies of brand alliances (fit and spill-over of associations). The author suggests distinguishing spill-over of associations from spill-over of attitudes, and brand fit from brand associations’ congruity. The relationships between these pairs of variables have been insufficiently studied and represent research directions, which could help to develop this field of research and create instruments for estimating consumer perceptions of brand alliances.