Brand alliances have become a popular strategy for firms seeking to enhance market reach and leverage complementary strengths. A critical factor influencing the success of such collaborations is the consistency of brand images between partnering brands. This study explores how brand image fit affects consumer attitudes toward brand alliances. Drawing on theories of brand equity and consumer perception, the research highlights that a high level of image consistency fosters trust, perceived compatibility, and overall positive consumer attitudes. Conversely, misaligned brand images can create cognitive dissonance and reduce the perceived credibility of the alliance. The findings provide actionable insights for marketers aiming to maximize the effectiveness of brand partnerships through strategic alignment of brand identities.

Brand alliances, Brand image fit, Consumer attitudes

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