The effects of cross-border strategic brand alliance on consumer product evaluation
This dissertation study examined the effect of country-of-origin (COO) fit on consumer brand attitude in cross-border strategic brand alliance (SBA). Also, this study investigated the effects of consumer product knowledge by dividing it into subjective and objective knowledge dimensions. It was foun...
| Main Author: | |
|---|---|
| Format: | Others |
| Language: | English |
| Published: |
2010
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/2152/ETD-UT-2010-05-949 |