Brand alliance model: The moderating role of consumption goals and image congruency in consumers' hotel brand evaluations.
Brand alliances are becoming increasingly popular in today's brand-conscious environment. Research in this topic, however, is significantly lacking in the hospitality industry. In the context of the hospitality industry, hotel-restaurant brand alliance refers to the conjunction of two brands within one space (e.g., California Pizza Kitchen at Westin Hotels). Consumer response to such an alliance is argued to be a function of image congruency. Previous research has focused primarily on the congruent image as a fit between the two brands in question, and has neglected the important role of consumption goals. The overall purposes of this study are (a) to empirically examine the role of consumption goals in consumers' brand alliance evaluations, (b) to determine the possibility of a positive effect with an incongruent image, and (c) to demonstrate the occurrence of image transfer in brand alliance.