CONTRAST AND ASSIMILATION PROCESSES IN CONSUMERS' EVALUATIONS OF DUAL BRANDS

Abstract

This study extends the branding literature by examining the psychological processes by which consumers evaluate brand alliances. The theoretical basis for this study is the development of models of context effects in brand evaluations (Meyers-Levy & Sternthal 1993 and Levin & Levin 2000). Of particular interest is how dual branding (two restaurant brands with shared features) influences transfer of affect between brands. Although there was a contrast effect in both the separate and dual brand conditions, this contrast effect was significantly reduced in the dual brand condition. Marketing implications of forming brand alliances are discussed.