The Effects of Product Fit and Brand Fit on Memory Retention for Brand Alliances: When Less Is More

Abstract

The literature on brand alliances establishes the significance of the “fit” concept. Specifically, it has been shown that consumers evaluate the extent to which the brands and products in a brand alliance are congruent. Various articles have studied the effects of brand and product fit on attitude toward the brand alliance suggesting that stronger degrees of fit result in the most favorable outcomes. However, there is a lack of research on the effects of brand and product fit on memory retention. This research is based on concepts in cognitive psychology, leading to hypotheses that suggest that stronger fit is not always better. A 2 x 2 experiment provides support for those hypotheses.

Keywords: Brand Alliances, Brand Promotion, Consumer Behavior, Memory Effects, Brand Identity, Brand Management

JEL Classification: M310, C30