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ToolsLi, Yan and He, Hongwei (2013) Evaluation of international brand alliances: Brand order and consumer ethnocentrism. Journal of Business Research, 66 (1). pp. 89-97.
Full text not available from this repository.Abstract
This study investigates how native consumers evaluate international brand alliances (IBA) between a foreign brand and a native brand. The empirical results support the moderating effects of both brand order and consumer ethnocentrism (CET) on the effects of foreign and the native partner brand attitudes on the attitude towards an international brand alliance (IBA). The partner brand (regardless of its being a native or foreign brand) attitude has a stronger effect on the attitude towards an IBA when the partner brand appears first in the IBA than when appearing second. CET enhances the effect of the native brand attitude on IBA attitude unconditionally; but attenuates, only when foreign brand fit is low, the effect of the foreign brand attitude on IBA attitude.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | brand alliances,brand attitude,branding order,consumer ethnocentrism,international brand alliances |
| Faculty \ School: | Faculty of Social Sciences > Norwich Business School |
| Depositing User: | Yan Li |
| Date Deposited: | 13 Feb 2012 09:12 |
| Last Modified: | 23 Jan 2024 01:20 |
| URI: | https://ueaeprints.uea.ac.uk/id/eprint/37027 |
| DOI: | 10.1016/j.jbusres.2011.07.027 |
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