Forced brand marriages in broadcasting to fight competition. Happily ever after? A study focused on the influence of level of brand concept consistency (BCC) and different types of BCC in the broadcasting industry on brand perceptions. Student: Claudette van Schubert (10110992) First Supervisor: Drs. J. Labadie, MBM. Second Supervisor: Drs. R.E.W. Pruppers Version: Final version Faculty of Economics and Business- Amsterdam Business School Msc. in Business Adminstration – Marketing track June 29, 2016 Statement of originality This document is written by Student Claudette van Schubert who declares to take full responsibility for the contents of this document. I declare that the text and the work presented in this document is original and that no sources other than those mentioned in the text and its references have been used in creating it. The Faculty of Economics and Business is responsible solely for the supervision of completion of the work, not for the contents. Preface It is my pleasure to present to you ‘The End’ chapter of my student life: my Master thesis for the Msc. in Business Administration. During this process I have learned a lot. I have learned a lot about conducting research and my interest in science is really fuelled. I became enthusiastic about statistics. Yes, I was the one liking a Facebook page during my very first year at the University of Amsterdam stating: ‘I hate SPSS’ and now I’m searching for one that states ‘I like SPSS’. But more importantly, I have learned a lot about myself. I have learned to balance things. A word I heard before but never really understood. I am very grateful for the support that I have got during this process from my supervisors Jorge Labadie and Roger Pruppers. Jorge, thanks for being there in this huge learning process. Thanks for the motivational words, the advices and your patience. It means a lot to me. Roger, thanks for the helpful insights, your constructive feedback and your enthusiasm for academic research. Thanks to you both a lot of effort is not wasted. Thanks for showing this very critical person that this thesis is worth it and holding up the mirror! I also want to thank my dad and Dettie, for the unconditional support, love and faith in me. And dad, your office is yours again! I am very glad that I do not have to spend days and nights there anymore. And last but not least, thanks for the pep talks and hugs Chantal, Samantha and Berna. To ends and new beginnings! Claudette van Schubert Amsterdam, 29 th of June 2016. Table of contents Statement of originality ............................................................................................................. Preface ......................................................................................................................................... Abstract ....................................................................................................................................... Chapter 1. Introduction ........................................................................................................... 1 1.1 Introduction .................................................................................................................... 2 1.2 Lack of knowledge ......................................................................................................... 3 1.3 Problem definition .......................................................................................................... 4 1.3.1 Problem statement ...................................................................................................... 4 1.3.2 Sub questions ............................................................................................................. 5 1.3.3 Delimitations of the study .......................................................................................... 5 1.4 Contribution .................................................................................................................... 5 1.4.1 Theoretical contributions ........................................................................................... 5 1.4.2 Managerial implications............................................................................................. 6 1.5 Structure of the research ................................................................................................... 6 Chapter 2. The associative network model in the broadcasting industry ........................... 8 2.1 Customer-based brand equity ......................................................................................... 8 2.2 The associative network model ...................................................................................... 9 2.2.1 Brand salience .......................................................................................................... 10 2.2.2 Brand image ............................................................................................................. 10 2.2.3 Brand responses ....................................................................................................... 13 2.2.4 Brand resonance ....................................................................................................... 13 2.3 Customer-based brand equity for brands in broadcasting ............................................ 14 2.4 Brand architecture and strategies .................................................................................. 15 2.5 Brand architecture of the Dutch broadcasting brands .................................................. 16 2.5.1 Corporate brand ....................................................................................................... 17 2.5.2 Broadcasting channel ............................................................................................... 17 2.5.3 Broadcasting networks ............................................................................................. 17 2.5.4 Programs .................................................................................................................. 18 2.5.5 Presenters ................................................................................................................. 18 2.5.6 Example brand hierarchy ......................................................................................... 18 Chapter 3. Brand alliances and consumer responses .......................................................... 20 3.1 Image transfer ............................................................................................................... 20 3.2 Brand alliances ............................................................................................................. 20 3.3 The influence of brand alliances on consumer responses ............................................ 21 3.4 Categorization theory ................................................................................................... 22 3.5 Schema theory .............................................................................................................. 24 3.6 Congruity theory ........................................................................................................... 25 3.7 Perceived level of fit .................................................................................................... 25 3.8 Different types of brand concept consistency .............................................................. 27 Chapter 4. Hypotheses development .................................................................................... 29 4.1 Perceived level of BCC ................................................................................................ 29 4.2 Types of BCC ............................................................................................................... 33 4.3 Conceptual model ......................................................................................................... 35 Chapter 5. Exploratory study for stimuli development .................................................. 36 5.1 Research method .......................................................................................................... 36 5.1.1 Type of research ....................................................................................................... 36 5.1.2 Sample ..................................................................................................................... 37 5.1.3 Procedure ................................................................................................................. 37 5.1.4 Data analysis ............................................................................................................ 37 5.2 Results: Categorization public broadcasters ................................................................. 38 5.3 Results: Categorization of public broadcasters & commercial broadcasters ............... 41 Chapter 6. Methodology main study .................................................................................... 44 6.1 Research design ............................................................................................................ 44 6.2 Pre-testing ..................................................................................................................... 44 6.2.1 Pre-test 1 .............................................................................................................. 44 6.2.2 Pre-test 2 .............................................................................................................