Research on online-offline brand alliances shows that such alliances encourage consumers to form what type of effect between online and offline brands?
A) Conversion effect
B) Contrast effect
C) Assimilation effect
D) Availability effect
E) Representativeness effect

Question

Quizplus · Accepted Answer

Online-offline brand alliances encourage consumers to form an assimilation effect between the two brands, meaning consumers perceive the online and offline brands as more similar and complementary to each other, leading to positive associations and increased brand loyalty.

Research on Online-Offline Brand Alliances Shows That Such Alliances Encourage