Consumer Preference

American Journal of Scientific Research ISSN 2301-2005 Issue 79 October, 2012, pp.40-47 © EuroJournals Publishing, Inc. 2012 http://www.eurojournals.com/ajsr.htm

Analysis of Factors Affecting Consumer Brand Preference in Brand Alliance Strategy
Vahid Shokri Aliabadi Corresponding Author, MBA, Faculty of Virtual Education University of Isfahan, Isfahan, Iran No.5, 2nd Fl., Eghlimi St, Southern Sohrevardi Ave Tehran (15657) Iran, P.O.BOX 15745-511 E-mail: [e-mail] Tel: [phone] Hamed Asgharieh Ahari MBA, Faculty of Virtual Education University of Isfahan, Isfahan, Iran No.5, 2nd Fl., Eghlimi St, Southern Sohrevardi Ave Tehran (15657) Iran, P.O.BOX 15745-511 E-mail: [e-mail] Tel: [phone] Masoud Ghasemi Department of Business Administration Tehran Payamnur University, Tehran, Iran E-mail: [e-mail] Tel: [phone] Abstract The purpose of this study is to analyse the impact of factors such as brand credibility, perceived quality and advertising expenditure on consumer’s evaluation of cobrand preference where brands combine their brands to form a brand alliance. This study can be considered as an applied research from purpose perspective and descriptive-survey with regards to the nature and method (type of correlation). Respondents to the questionnaire were 189 shoppers at one of branches of Refah chain stores in Isfahan city which were selected by simple random sampling method. A series of hypothetical co-brand combinations selected by a pretest were used to examine research hypotheses. Moreover, SPSS software was used in order to analyse and summarize collected data. The study indentified that credibility, perceived quality and advertising expenditure of the second brand (i.e. brand B) in the alliance positively affect consumer’s evaluation of co-brand preference. Results also show that only advertising expenditure of first brand (i.e. brand A) in the alliance has positive influence on consumer’s

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