National Brand-Private Brand Strategic Alliances Through Ingredient Branding: An Exploratory Empirical Evaluation (original) (raw)
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International Marketing …, 2007
Purpose -The purpose of this paper is to broaden the external validity of the "brand alliance" theory, as it is set up by Simonin and Ruth, by analysing transnational brand alliances. It aims to discuss the significance of country of origin in this context. Design/methodology/approach -Based on a broad literature review of the brand alliance and country of origin literature the authors conducted an empirical study that examined consumer attitudes towards cross-national brand alliances. Findings -The findings demonstrate the role that the relationship between country of origin fit and brand fit plays in predicting consumer attitude towards cross-border brand alliances; and that when brand familiarity decreases, the positive influence of country of origin fit on attitudes towards the brand alliance increases, and is greater than that of brand fit.
Journal of Marketing Research, 1998
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Brand Alliance, a Strategy to Enter New Markets and a Tool for Positioning
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Spillover Effects of Ingredient Branding Strategies on Brand Choice: A Field Study
SSRN Electronic Journal, 2000
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