Title page for ETD etd-04242002-124741

Type of Document Master's Thesis
Author Carter, Jr., Larry Lee
Author's Email Address lacarter@vt.edu
URN etd-04242002-124741
Title Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit
Degree Master of Science
Department Marketing
Advisory Committee
Advisor Name Title
Lambe, C. Jay Committee Chair
Jewell, Robert Committee Co-Chair
Nakamoto, Kent Committee Member
  • brand alliance
  • country of origin
Date of Defense 2002-04-24
Availability unrestricted
This 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.
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