Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit

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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Bibliographic Details
Main Author: Carter, Larry Lee Jr.
Other Authors: Marketing
Format: Others
Published: Virginia Tech 2014
Subjects:
brand alliance
country of origin
Online Access:http://hdl.handle.net/10919/31864
http://scholar.lib.vt.edu/theses/available/etd-04242002-124741/
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spelling ndltd-VTETD-oai-vtechworks.lib.vt.edu-10919-318642020-09-26T05:38:43Z Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit Carter, Larry Lee Jr. Marketing Lambe, C. Jay Nakamoto, Kent Jewell, Robert brand alliance country of origin 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 2014-03-14T20:34:07Z 2014-03-14T20:34:07Z 2002-04-24 2002-04-24 2003-04-29 2002-04-29 Thesis etd-04242002-124741 http://hdl.handle.net/10919/31864 http://scholar.lib.vt.edu/theses/available/etd-04242002-124741/ Thesis_ETD.pdf In Copyright http://rightsstatements.org/vocab/InC/1.0/ application/pdf Virginia Tech
collection NDLTD
format Others
sources NDLTD
topic brand alliance
country of origin
spellingShingle brand alliance
country of origin
Carter, Larry Lee Jr.
Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit
description 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
author2 Marketing
author_facet Marketing
Carter, Larry Lee Jr.
author Carter, Larry Lee Jr.
author_sort Carter, Larry Lee Jr.
title Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit
title_short Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit
title_full Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit
title_fullStr Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit
title_full_unstemmed Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit
title_sort consumer attitudes toward cross-border brand alliances: adding a consideration of country of origin fit
publisher Virginia Tech
publishDate 2014
url http://hdl.handle.net/10919/31864
http://scholar.lib.vt.edu/theses/available/etd-04242002-124741/
work_keys_str_mv AT carterlarryleejr consumerattitudestowardcrossborderbrandalliancesaddingaconsiderationofcountryoforiginfit
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