Exploring the Conceptual and Structural Model for Cross-Border Brand Alliance with Product Value Ratio Issue

• Main Authors: Fang-tzu Kuo, 郭芳慈
• Other Authors: Yu-hui Tao
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/fw782x

碩士 === 國立高雄大學 === 國際企業管理碩士學位學程 === 102 === After the introduction of Conceptual and Structural Model (CSM) for brand alliances by Simonin & Ruth (1988), Bluemelhuber et al. (2007) and Lee et al. (2013) extended the scope of CSM to cross-border with country-of-origin (COO) factor. Three issues can be identified: First, Bluemelhuber et al. (2007) commented that the gap of monetary values between car stereo and car was too big, in which case if the stereo is replaced by car engine to provide more significant product value ratio, the research outcomes may be different. Second, Bluemelhuber et al. (2007) and Lee et al. (2013) did not empirically test the full CSM model, which makes the validation of the full CSM for cross-border brand alliance incomplete. Finally, the previous research studies conveniently targeted the student samples, which may not be representative for sustaining the research results. This thesis intends to address the three issues and thus conducts a comparative experiment as compatible to the previous research as possible. A three-stage data collection were executed, including car engine and stereo ranking by car specialists, survey pretest by automobile salespersons, and formal survey by experienced consumers on the network forums in Taiwan. Data were collected from 13 respondents, 32 respondents and 255 respondents in each of the three stages, respectively. The descriptive analysis by SPSS and path-model fitting and testing by SmartPLS were utilized. The empirical research results indicate: First, in the car stereo scenario, fewer hypotheses were sustained as compared to the partial CSM results in Bluemelhuber et al. (2007) and Lee et al. (2013); Second, the car engine scenario sustains better the original CSM than that of the car stereo scenario, which is an evidience of the proof of concept for the value ratio factor; and finally, no direct relationships can appropriately explain the differences caused by non-student samples in this research and student samples in previous research, which can be a future research to explore. Research contributions, managerial suggestions, limitations, and future research are also summarized in corresponding to the research findings.