In the highly competitive world of marketing, understanding how consumers evaluate themselves, and others is crucial. Social comparison is an essential component of this evaluation process, making it a vital area of study in the field of marketing. Additionally, brand alliances are an increasingly popular strategy for marketers seeking to enhance brand image and expand their customer base. Through five field and experimental studies grounded in the inspiration theory, this research examines the impact of upward social comparison on consumer preference for brand alliance products. Specifically, we investigate the role of the self-threat and the need for inspiration as serial mediating factors in this relationship. Additionally, we examine how the different types of brand alliances moderate the effects of upward social comparison on consumer preference for brand alliance products. Our findings contribute to advancing the theoretical understanding of social comparison and brand alliances, guiding marketers in developing effective brand strategies, and alleviating the negative effects of upward comparison on individuals.

Wang Wei, Zhao Yijun, Chang Pei, Bai Xuesong. Join and Win: The Impact of Social Comparison on Brand Alliance. Academic Journal of Business & Management (2024) Vol. 6, Issue 10: 263-272. https://doi.org/10.25236/AJBM.2024.061038.

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