Brand linkages: winners, losers and how to measure these
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Date
2016
Authors
Nhedzi, Abyshey
Overton-de Klerk, Nina
Bester, Tim
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Communication Science, University of the Free State
Abstract
Brand owners constantly seek strategies to improve their brand’s popularity. One such strategy is to seek a co-operative relationship with another brand, termed a “brand linkage”. This study represents one of the first attempts at empirical and experimental research on brand linkages in a South African marketing communication environment. One such brand linkage between Engen (a fuel service station) and Woolworths (a speciality food retailer) is examined. Results showed that awareness of the brand linkage did have a marked effect on the overall rating of Engen. Implementing a pretest–posttest control group design, results also showed that there were statistically significant differences between pre- and post-intervention ratings of Engen (the host brand) for the groups that were exposed to a campaign depicting the brand linkage. The research provides practitioners with a measuring instrument that can be replicated easily and provides insight for marketers on leveraging the value of brand linkages.
Description
Keywords
Brand linkage, Brand linkage campaign, Brand ratings, Brand relationships, Stakeholders, Card scoring methods, Pretest-posttest control group design
Citation
Nhedzi, A., Overten-de Klerk, N., & Bester, T. (2016). Brand linkages: winners, losers and how to measure these. Communitas, 21, 59-72.