Context effects in the evaluation of business-to-business brand alliances

a r t i c l e i n f o Brand alliances in the business-to-business domain are becoming increasingly popular. This study investigates the impact of context-related effects on the formation of evaluation perceptions in B2B brand alliances. Assimilation and contrast effects represent the conceptual framework. Employing an experimental design we test the influence of two contextual factors on a range of product attributes: quality perceptions of the known brand ally (valence), and amount of information provided for the brand alliance. Using data collected from a cross section sample of large B2B UK companies we report assimilation effects across different product attributes of the alliance. Positive valence of the known brand ally results in higher evaluations of the brand alliance. In terms of provision of information, we find that, (a) unlike consumer markets, in the B2B domain higher evaluations are the result of detailed information, and (b) the impact of detailed information is significant only for tangible product attributes. Further, we find that valence of the known brand ally and amount of information provided are independent factors. The results add significantly to the knowledge on context effects in B2B brand alliances and lead to a number of managerial recommendations on partner selection and marketing communication of new brand alliances. An increasing emphasis on branding activities is evident in B2B markets. Papers in the recent IMM special issue on branding (IMM, 2011) articulate the importance of branding in the B2B domain and provide commentaries on the benefits, implementation, and role of branding in B2B markets. The contributors to the IMM special issue concur in their assessment that, (a) much of the B2B literature is grounded on theories developed in B2C, (b) despite recently expanded academic interest, the field remains under-researched (especially compared to B2C branding), and (c) the related literature lacks systematic treatment, thus resulting in a fragmented body of knowledge. Despite evidence of its application in a wide range of commercial activities , an area of B2B branding that remains under-researched is brand alliances, also referred to as co-branding. Brand alliances range from initiatives that present several brands in a single advertisement (e.g., Sony Ericsson and Carphone Warehouse), to cause-related brand alliances (e.g., Royal Mail Group and the Barnardo's children's charity), and dual-branded products (e.g., Flash with Febreze). Brand alliances benefit the partners through reputation endorsement and access to resources and competencies, such as distribution and technology An examination …