Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit
This research examines the growing phenomenon of cross-border brand alliances and the potential factors that influence consumersâ attitudes toward these alliances. Building on an existing framework, it establishes country of origin fit as a new variable that influences consumer attitudes toward b...
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| Format: | Others |
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Virginia Tech
2014
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| Online Access: | http://hdl.handle.net/10919/31864 http://scholar.lib.vt.edu/theses/available/etd-04242002-124741/ |
| Summary: | This research examines the growing phenomenon of cross-border brand alliances and the potential factors that influence consumersâ attitudes toward these alliances. Building on an existing framework, it establishes country of origin fit as a new variable that influences consumer attitudes toward brand alliances and examines its relationship with brand fit under various conditions of brand familiarity. The results of two studies replicate previous research findings and demonstrate a new relationship between country of origin fit and brand fit in predicting consumer attitude towards cross-border brand alliances. These results extend research in understanding the relationship between the fit variables and the strength of their effects on brand alliance evaluations. === Master of Science |
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