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Beyond brand fit: The influence of brand contribution on the relationship between service brand alliances and their parent brands

Yiran Su (University of Georgia, Athens, Georgia, USA)
Thilo Kunkel (Fox School of Business and Management, Temple University, Philadelphia, Pennsylvania, USA) (School of Sport, Tourism and Hospitality Management, Temple University, Philadelphia, Pennsylvania, USA)

Journal of Service Management

ISSN: 1757-5818

Article publication date: 21 May 2019

Issue publication date: 21 May 2019

Abstract

Purpose

The purpose of this paper is to examine the underlying mechanism of the spillover effect from a service brand alliance to its parent brand at the post-consumption stage.

Design/methodology/approach

Online surveys were used to collect both qualitative and quantitative data from participants of an actual event. Conceptual models were developed and tested on two cross-sectional samples using structural equation modeling.

Findings

Results demonstrate perceived brand contribution and consumer involvement mediate the relationship between the service brand alliance experience and the evaluation of its parent brand at the post-consumption stage. While perceived brand fit had an indirect effect on the parent brand, the spillover was mostly driven by service alliance experience and perceived brand contribution.

Practical implications

Findings indicate brand managers should focus on consumers’ brand experience of the service brand alliance to drive spillover evaluations to the parent brand, and organizations could extend brand alliances to services with low category fit to the parent brand if consumers are to have a good experience with the service brand alliance.

Originality/value

This research extends findings on brand alliance research that was based on hypothetical brands and indicated that the spillover effect from a brand alliance to the parent brand is influenced by perceived brand fit. The findings highlight the importance of consumer experiences in driving the spillover effect at the post-consumption stage, where consumers evaluate brand relationships from a value-added perspective that goes beyond the service category fit.

Keywords

Acknowledgements

The authors would like to thank the editor and two anonymous reviewers for providing valuable comments on the manuscript. This research was supported by the Fox School of Business Young Scholar Interdisciplinary Forum and the Sport Industry Research Center at Temple University.

Citation

Su, Y. and Kunkel, T. (2019), "Beyond brand fit: The influence of brand contribution on the relationship between service brand alliances and their parent brands", Journal of Service Management, Vol. 30 No. 2, pp. 252-275. https://doi.org/10.1108/JOSM-02-2018-0052

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited