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Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit

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dc.contributor.authorCarter, Larry Lee Jr.en
dc.contributor.committeechairLambe, C. Jayen
dc.contributor.committeecochairJewell, Roberten
dc.contributor.committeememberNakamoto, Kenten
dc.contributor.departmentMarketingen
dc.date.accessioned2014-03-14T20:34:07Zen
dc.date.adate2002-04-29en
dc.date.available2014-03-14T20:34:07Zen
dc.date.issued2002-04-24en
dc.date.rdate2003-04-29en
dc.date.sdate2002-04-24en
dc.description.abstractThis research examines the growing phenomenon of cross-border brand alliances and the potential factors that influence consumers' 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
dc.description.degreeMaster of Scienceen
dc.identifier.otheretd-04242002-124741en
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-04242002-124741/en
dc.identifier.urihttp://hdl.handle.net/10919/31864en
dc.publisherVirginia Techen
dc.relation.haspartThesis_ETD.pdfen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectbrand allianceen
dc.subjectcountry of originen
dc.titleConsumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fiten
dc.typeThesisen
thesis.degree.disciplineMarketingen
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.levelmastersen
thesis.degree.nameMaster of Scienceen

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