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.
Original language | English |
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Pages (from-to) | 89-97 |
Number of pages | 9 |
Journal | Journal of Business Research |
Volume | 66 |
Issue number | 1 |
Early online date | 6 Aug 2011 |
DOIs | |
Publication status | Published - Jan 2013 |
Keywords
- Brand alliances
- Brand attitude
- Branding order
- Consumer ethnocentrism
- International brand alliances