Engaging allies for better or worse: › Научные исследования в СПбГУ

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Engaging allies for better or worse: investigating the relationship between multiple-brand alliances and persuasion knowledge. / Муравский, Даниил Владимирович ; Смирнова, Мария Михайловна ; Муравская, Снежана Александровна.

в: International Journal of Advertising, 30.11.2021.

Результаты исследований: Научные публикации в периодических изданиях › статья › Рецензирование

BibTeX

@article{7147742078714c45a08f0532706a5e00,

title = "Engaging allies for better or worse:: investigating the relationship between multiple-brand alliances and persuasion knowledge",

abstract = "Existing attempts to explicate the impact of multiple-brand alliances on consumers{\textquoteright} perceptions have delivered contradictory insights: brand alliance researchers consider such impact as positive, while celebrity endorsement researchers conceptualize it as negative. This study addresses the reasons for this discrepancy by approaching persuasion knowledge theory. To test the hypothesized relationships, we conducted an experiment on 300 consumers, which explicated the negative impact of persuasion knowledge on consumer multiple-brand alliance advertisement attitude and post-alliance focal brand purchase intention. Empirical analysis revealed that consumer persuasion knowledge in brand alliances has a negative impact on purchase intention and focal brand attitude. Increasing the number of brand allies by one reduced the impact of persuasion knowledge and contributed to a stronger brand consideration.",

keywords = "brand alliance, co-advertising, co-branding, multiple-brand alliance, persuasion knowledge, SCOPUS, WOS",

author = "Муравский, {Даниил Владимирович} and Смирнова, {Мария Михайловна} and Муравская, {Снежана Александровна}",

note = "Muravskii, D. Engaging allies for better or worse: investigating the relationship between multiple-brand alliances and persuasion knowledge / D. Muravskii, M. Smirnova, S. Muravskaia // International Journal of Advertising. - 2021. - URL: https://www.tandfonline.com/doi/abs/10.1080/02650487.2021.2003668?journalCode=rina20 Publisher Copyright:{\textcopyright} 2021 Advertising Association.",

year = "2021",

month = nov,

day = "30",

doi = "10.1080/02650487.2021.2003668",

language = "English",

journal = "International Journal of Advertising",

issn = "0265-0487",

publisher = "Taylor & Francis",

}

RIS

TY - JOUR

T1 - Engaging allies for better or worse:

T2 - investigating the relationship between multiple-brand alliances and persuasion knowledge

AU - Муравский, Даниил Владимирович

AU - Смирнова, Мария Михайловна

AU - Муравская, Снежана Александровна

N1 - Muravskii, D. Engaging allies for better or worse: investigating the relationship between multiple-brand alliances and persuasion knowledge / D. Muravskii, M. Smirnova, S. Muravskaia // International Journal of Advertising. - 2021. - URL: https://www.tandfonline.com/doi/abs/10.1080/02650487.2021.2003668?journalCode=rina20 Publisher Copyright:© 2021 Advertising Association.

PY - 2021/11/30

Y1 - 2021/11/30

N2 - Existing attempts to explicate the impact of multiple-brand alliances on consumers’ perceptions have delivered contradictory insights: brand alliance researchers consider such impact as positive, while celebrity endorsement researchers conceptualize it as negative. This study addresses the reasons for this discrepancy by approaching persuasion knowledge theory. To test the hypothesized relationships, we conducted an experiment on 300 consumers, which explicated the negative impact of persuasion knowledge on consumer multiple-brand alliance advertisement attitude and post-alliance focal brand purchase intention. Empirical analysis revealed that consumer persuasion knowledge in brand alliances has a negative impact on purchase intention and focal brand attitude. Increasing the number of brand allies by one reduced the impact of persuasion knowledge and contributed to a stronger brand consideration.

AB - Existing attempts to explicate the impact of multiple-brand alliances on consumers’ perceptions have delivered contradictory insights: brand alliance researchers consider such impact as positive, while celebrity endorsement researchers conceptualize it as negative. This study addresses the reasons for this discrepancy by approaching persuasion knowledge theory. To test the hypothesized relationships, we conducted an experiment on 300 consumers, which explicated the negative impact of persuasion knowledge on consumer multiple-brand alliance advertisement attitude and post-alliance focal brand purchase intention. Empirical analysis revealed that consumer persuasion knowledge in brand alliances has a negative impact on purchase intention and focal brand attitude. Increasing the number of brand allies by one reduced the impact of persuasion knowledge and contributed to a stronger brand consideration.

KW - brand alliance

KW - co-advertising

KW - co-branding

KW - multiple-brand alliance

KW - persuasion knowledge

KW - SCOPUS

KW - WOS

UR - http://www.scopus.com/inward/record.url?scp=85120346211&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/e9d2c632-dcbe-3a5c-8274-4c95e48885d3/

U2 - 10.1080/02650487.2021.2003668

DO - 10.1080/02650487.2021.2003668

M3 - Article

JO - International Journal of Advertising

JF - International Journal of Advertising

SN - 0265-0487

ER -

ID: 89233111

Engaging allies for better or worse: investigating the relationship between multiple-brand alliances and persuasion knowledge

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