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/ |