Li, Yan and He, Hongwei (2013) Evaluation of international brand alliances : brand order and consumer ethnocentrism. Journal of Business Research, 66 (1). pp. 89-97. doi:10.1016/j.jbusres.2011.07.027 ISSN 0148-2963.

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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.

Item Type:	Journal Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Journal of Business Research
Publisher:	Elsevier Inc.
ISSN:	0148-2963
Official Date:	January 2013
Dates:	Date Event January 2013 Published
Volume:	66
Number:	1
Page Range:	pp. 89-97
DOI:	10.1016/j.jbusres.2011.07.027
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
Description:	Forthcoming

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