The effect of brand alliances on brand equity and consumer purchasing decision

In today?s market, in which even highly diversified products can easily be imitated, it is nearly impossible to perfectly position the new products. Businesses started to implement brand alliances in order to reduce the effect of this problem, contribute to the current brand value, be preferred by the consumers and gain strategic advantage relative to their competitors.The constitution of brand alliances appears to be one of the most critical marketing decisions for the businesses. Being a part of these alliances contributes to strengthen their brand value, as well as raise the value of the brand for the consumers through increasing their awareness, perceived quality and their level of loyalty.In this study, the effect of the brand alliances on consumer attitudes toward equal brands and the effect of brand alliances on consumer buying decisions has been investigated. In addition, the contribution ratio of constituting brand alliances on brand value by businesses that produce products and services and the perceptions of the consumers were also investigated.The consumers that are 15 years old and older were included in the empirical study. In order to provide the data necessary for the research, questionnaires were conducted to 412 individuals in 3 relatively big shopping malls by using random sampling techiques. Likert Type and Semantic Differences Scales were utilized concerning the design of the questionnaires. In the analysis of research data, whenever required, the parametric and nonparametric tests, together with the factor, correlation and regression analytical approaches were predominantly used.The conducted empirical research and the tested hypotheses yield to the conclusion that; the constitution of brand alliances are perceived positively by the consumers and initiate furthermore a positive effect on the consumer buying decisions. The elements of brand equity of equal brands have a considerable role on the formation of this positive attitude. In addition to these conclusions, significantly results were also reached according to the segregations after various demographic differentiated factors.