... the relationship between brand equity, joint fit and consumer brand alliance evaluation. Several empirical studies on brand alliance have documented mostly positive effects of brand alliance on consumer brand evaluations. Two important consumer characteristics' effect on brand alliance evaluation, brand knowledge...

...) brands to leverage their positive brand evaluations. Study 2 further replicates this using a different brand and establishes the underlying mechanism. Findings Findings show that a frequency-focused strategy is beneficial for luxury (vs. non-luxury) brands to leverage their positive brand evaluations...