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...
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ndltd-UTEXAS-oai-repositories.lib.utexas.edu-2152-ETD-UT-2010-05-9492015-09-20T16:54:57ZThe effects of cross-border strategic brand alliance on consumer product evaluationLee, Jin Kyun, 1975-Cross-border strategic brand allianceCountry-of-origin effectsBrandingThis 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 found that cross-border SBA can be a viable market entry strategy for host and partner brands. Specifically, cross-border SBA creates positive synergistic effects when the COO fit is high. In addition, in a low COO fit situation, the partner brand suffering from less favorable country image would be able to benefit from the established brand equity of the host brand and thus gain favorable consumer product evaluation. Also, consumers with low and high product knowledge are more likely to be affected by COO fit information than those with moderate product knowledge. It was found that subjective knowledge is more related to consumer heuristics and decision making processes than objective knowledge. Implications and suggestions for future research in this area are provided.text2010-10-01T17:11:18Z2010-10-01T17:11:24Z2010-10-01T17:11:18Z2010-10-01T17:11:24Z2010-052010-10-01May 20102010-10-01T17:11:24Zthesisapplication/pdfhttp://hdl.handle.net/2152/ETD-UT-2010-05-949eng |
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Cross-border strategic brand alliance Country-of-origin effects Branding |
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Cross-border strategic brand alliance Country-of-origin effects Branding Lee, Jin Kyun, 1975- The effects of cross-border strategic brand alliance on consumer product evaluation |
description |
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 found that cross-border SBA can be a viable
market entry strategy for host and partner brands. Specifically, cross-border SBA creates
positive synergistic effects when the COO fit is high. In addition, in a low COO fit
situation, the partner brand suffering from less favorable country image would be able to
benefit from the established brand equity of the host brand and thus gain favorable
consumer product evaluation. Also, consumers with low and high product knowledge are
more likely to be affected by COO fit information than those with moderate product
knowledge. It was found that subjective knowledge is more related to consumer
heuristics and decision making processes than objective knowledge. Implications and
suggestions for future research in this area are provided. === text |
author |
Lee, Jin Kyun, 1975- |
author_facet |
Lee, Jin Kyun, 1975- |
author_sort |
Lee, Jin Kyun, 1975- |
title |
The effects of cross-border strategic brand alliance on consumer product evaluation |
title_short |
The effects of cross-border strategic brand alliance on consumer product evaluation |
title_full |
The effects of cross-border strategic brand alliance on consumer product evaluation |
title_fullStr |
The effects of cross-border strategic brand alliance on consumer product evaluation |
title_full_unstemmed |
The effects of cross-border strategic brand alliance on consumer product evaluation |
title_sort |
effects of cross-border strategic brand alliance on consumer product evaluation |
publishDate |
2010 |
url |
http://hdl.handle.net/2152/ETD-UT-2010-05-949 |
work_keys_str_mv |
AT leejinkyun1975 theeffectsofcrossborderstrategicbrandallianceonconsumerproductevaluation AT leejinkyun1975 effectsofcrossborderstrategicbrandallianceonconsumerproductevaluation |
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1716821119429771264 |