Improving brand linkage effectiveness: Customer ratings

Abstract

In the brand linkage literature, assessing consumers’ brand ratings is an important area. Despite this, there has been comparatively little research executed to analyse the pre and post brand linkage experience of customers from an African perspective. The study offers practical guidance for improving brand linkage effectiveness – and the competitive advantage for brand assessment strategy – in an increasingly complex world. Pretest-posttest control group experiment design was employed to examine the impact of host brand on invited brand and vice versa using a card scoring method. The four groups had an effect on brand linkage ratings, and the partner brands were significant to changes in ratings, confirming brand linkage as a viable strategy for partner brands.