Show simple item record

dc.contributor.authorCarter, Jr., Larry Leeen_US
dc.date.accessioned2014-03-14T20:34:07Z
dc.date.available2014-03-14T20:34:07Z
dc.date.issued2002-04-24en_US
dc.identifier.otheretd-04242002-124741en_US
dc.identifier.urihttp://hdl.handle.net/10919/31864
dc.description.abstractThis 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 brand alliances and examines its relationship with brand fit under various conditions of brand familiarity. The results of two studies replicate previous research findings and demonstrate a new relationship between country of origin fit and brand fit in predicting consumer attitude towards cross-border brand alliances. These results extend research in understanding the relationship between the fit variables and the strength of their effects on brand alliance evaluations.en_US
dc.publisherVirginia Techen_US
dc.relation.haspartThesis_ETD.pdfen_US
dc.rightsI hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to Virginia Tech or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report.en_US
dc.subjectbrand allianceen_US
dc.subjectcountry of originen_US
dc.titleConsumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fiten_US
dc.typeThesisen_US
dc.contributor.departmentMarketingen_US
dc.description.degreeMaster of Scienceen_US
thesis.degree.nameMaster of Scienceen_US
thesis.degree.levelmastersen_US
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen_US
thesis.degree.disciplineMarketingen_US
dc.contributor.committeechairLambe, C. Jayen_US
dc.contributor.committeememberNakamoto, Kenten_US
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-04242002-124741/en_US
dc.contributor.committeecochairJewell, Roberten_US
dc.date.sdate2002-04-24en_US
dc.date.rdate2003-04-29
dc.date.adate2002-04-29en_US


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record