Abstract
The article explores the meaning of congruency in relation to global brand alliances and finds that congruence between partner brands decomposes into two major subdimensions (relevance congruence and expectancy congruence). In addition, the article examines the effect of congruence on consumers’ responses toward the brand alliance in terms of two conceptually distinct constructs: attitude and product evaluation. The results indicate that both relevance and expectancy congruence affect global brand alliance assessments. The results also reveal a significant spillover effect and that country-of-origin image is a significant covariate in determining global brand alliance assessments. As such, in selecting potential brand partners, managers should ensure that the host and partner brands are relevant in the purchase context according to past consumer experiences.
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