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

Author

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

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.

Suggested Citation

  • Lee, Jin Kyun & Lee, Byung-Kwan & Lee, Wei-Na, 2013. "Country-of-origin fit's effect on consumer product evaluation in cross-border strategic brand alliance," Journal of Business Research, Elsevier, vol. 66(3), pages 354-363.
  • Handle: RePEc:eee:jbrese:v:66:y:2013:i:3:p:354-363
    DOI: 10.1016/j.jbusres.2011.08.016
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Riley Debra & Charlton Nathalie & Wason Hillary, 2015. "The impact of brand image fit on attitude towards a brand alliance," Management & Marketing, De Gruyter Open, vol. 10(4), pages 270-283, December.
    2. repec:eee:joreco:v:34:y:2017:i:c:p:145-152 is not listed on IDEAS
    3. Mark ANDERSON & Peter MARTINS DA SILVA, 2015. "Evaluations of Co-Brands: A Two-Country Comparison," Expert Journal of Marketing, Sprint Investify, vol. 3(2), pages 51-61.
    4. 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.
    5. Kalafatis, Stavros P. & Ledden, Lesley & Riley, Debra & Singh, Jaywant, 2016. "The added value of brand alliances in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3122-3132.
    6. Fong, Cher-Min & Lee, Chun-Ling & Du, Yunzhou, 2015. "Consumer animosity and foreign direct investment: An investigation of consumer responses," International Business Review, Elsevier, vol. 24(1), pages 23-32.

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