Abstract:

This paper built a conceptual model from the consumers' perspective and studied the effects of brand alliance on brand equity by using experimentation. The results of the study demonstrated that there exist positive relationships between brand alliance evaluation and the brand equities of pre-alliance partner brands, their product fit and brand fit , brand alliance evaluation and brand equities of pre-alliance partner brands both affected brand equities of post-alliance partner brands positively, and the weak brand had stronger spillover effects, in contrary to the strong partner in the asymmetrical brand alliance.

Key words: Brand alliance, Brand equity, Product fit, Brand fit, Brand alliance evaluation