Now showing items 1-2 of 2
Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit
(Virginia Tech, 2002-04-24)
This 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 ...
An Empirical Examination of Boundary Conditions of Relational Exchange
(Virginia Tech, 2006-03-31)
Current marketing channel literature overwhelmingly suggests that entering exchange relationships leads to positive outcomes for the exchange parties. Yet, not all exchanges employ relational exchange. Thus, research appears ...