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Country-of-origin fit's effect on consumer product evaluation in cross-border strategic brand alliance

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  • Lee, Jin Kyun
  • Lee, Byung-Kwan
  • Lee, Wei-Na
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    Abstract

    This study examines the effect of country-of-origin (COO) fit on consumer brand attitude and finds that cross-border strategic brand alliance (SBA) is a viable market entry strategy for host and partner brands. Specifically, cross-border SBA creates positive synergistic effects when the images of countries involved are both favorable. In addition, the partner brand suffering from less favorable country image is able to leverage COO fit and gains favorable brand image and consumer product evaluation. Mediation analysis further examines the role of cross-border SBA and provides implications and suggestions for future research in this area.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311002931
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 66 (2013)
    Issue (Month): 3 ()
    Pages: 354-363

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    Handle: RePEc:eee:jbrese:v:66:y:2013:i:3:p:354-363

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Country-of-origin fit; Country image; Cross-border strategic brand alliance; Brand fit;

    References

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    1. Janet Y Murray & Masaaki Kotabe & Joe Nan Zhou, 2005. "Strategic alliance-based sourcing and market performance: evidence from foreign firms operating in China," Journal of International Business Studies, Palgrave Macmillan, vol. 36(2), pages 187-208, March.
    2. Hong, Sung-Tai & Wyer, Robert S, Jr, 1989. " Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation: An Information Processing Perspective," Journal of Consumer Research, University of Chicago Press, vol. 16(2), pages 175-87, September.
    3. Jill Gabrielle Klein, 2002. "Us Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods," Journal of International Business Studies, Palgrave Macmillan, vol. 33(2), pages 345-363, June.
    4. Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, University of Chicago Press, vol. 29(4), pages 595-600, March.
    5. Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan, vol. 23(3), pages 477-497, September.
    6. Victor V Cordell, 1992. "Effects of Consumer Preferences for Foreign Sourced Products," Journal of International Business Studies, Palgrave Macmillan, vol. 23(2), pages 251-269, June.
    7. Johny K Johansson & Israel D Nebenzahl, 1986. "Multinational Production: Effect on Brand Value," Journal of International Business Studies, Palgrave Macmillan, vol. 17(3), pages 101-126, September.
    8. Mitchell, Andrew A, 1986. " The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude toward the Advertisement," Journal of Consumer Research, University of Chicago Press, vol. 13(1), pages 12-24, June.
    9. Robert Schooler, 1971. "Bias Phenomena Attendant to the Marketing of Foreign Goods in the U.S," Journal of International Business Studies, Palgrave Macmillan, vol. 2(1), pages 71-80, March.
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    Cited by:
    1. Henderson, Geraldine Rosa & Guzmán, Francisco & Huff, Lenard & Motley, Carol M., 2013. "The Ian's pizza tribe: Reconceptualizing cross-cultural research in the digital age," Journal of Business Research, Elsevier, vol. 66(3), pages 283-287.

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