This dissertation study examined the effect of country-of-origin (COO) fit on
consumer brand attitude in cross-border strategic brand alliance (SBA). Also, this study
investigated the effects of consumer product knowledge by dividing it into subjective and
objective knowledge dimensions. It was found that cross-border SBA can be a viable
market entry strategy for host and partner brands. Specifically, cross-border SBA creates
positive synergistic effects when the COO fit is high. In addition, in a low COO fit
situation, the partner brand suffering from less favorable country image would be able to
benefit from the established brand equity of the host brand and thus gain favorable
consumer product evaluation. Also, consumers with low and high product knowledge are
more likely to be affected by COO fit information than those with moderate product
knowledge. It was found that subjective knowledge is more related to consumer
heuristics and decision making processes than objective knowledge. Implications and
suggestions for future research in this area are provided. / text
| Identifer | oai:union.ndltd.org:UTEXAS/oai:repositories.lib.utexas.edu:2152/ETD-UT-2010-05-949 |
| Date | 01 October 2010 |
| Creators | Lee, Jin Kyun, 1975- |
| Source Sets | University of Texas |
| Language | English |
| Detected Language | English |
| Type | thesis |
| Format | application/pdf |
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