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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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This research attempted to investigate the effects of country-related product associations on the success of international co-branding. In particular, it identified the main effects of the types of international co-branding and country-related product associations on customers’ consideration and evaluation of a foreign brand. The research also examined the interaction effects between the types of international co-branding and country-related product association on foreign brand consideration and evaluation. Two experiments were conducted. In the first experiment, 258 subjects were divided into two groups and exposed to several descriptions of hypothetical international co-branding situations. A 3 (international co-branding integration) × 2 (country of origin) ANOVA on foreign brand consideration was performed. The second experiment exposed 309 subjects to different situations of hypothetical international co-branding. A 3 (international brand co-branding integration) × 2 (country of origin) ANOVA on foreign brand evaluation was conducted. This paper provides empirical evidence on how country-related product associations can influence customers’ consideration and evaluation of a foreign brand in terms of the types of international co-branding. This paper integrated the theories of country of origin effects, categorization, and attribution in order to present how international co-branding can succeed when the country-related product associations are in play. The research suggested that international firms carefully seek out international co-branding types appropriate to the country-related product associations in order to yield favorable branding outcomes. This paper addressed the need to determine the country of origin effects on success of international co-branding
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참고문헌 (52)
참고문헌 신청
Lehmann, D. R. / 1994 / Context Effects, New Brand Entry, and Consideration Sets / Journal of Marketing Research 31(3):364~374
Li, Y. / 2013 / Evaluation of International Brand Alliances : Brand Order and Consumer Ethnocentrism / Journal of Business Research 66(1):89~97
Loken, B. / 2007 / Handbook of Consumer Psychology / Taylor & Francis :133~164
Loken, B. / 1993 / Diluting Brand Beliefs : When Do Brand Extensions Have a Negative Impact? / Journal of Marketing 57(3):71~84
Magnusson, P. / 2011 / Further Clarification on How Perceived Brand Origin Affects Brand Attitude : A Reply to Samiee and Usunier / International Marketing Review 28(5):497~507
Li, Y. / 2013 / Evaluation of International Brand Alliances : Brand Order and Consumer Ethnocentrism / Journal of Business Research 66(1):89~97
Loken, B. / 2007 / Handbook of Consumer Psychology / Taylor & Francis :133~164
Loken, B. / 1993 / Diluting Brand Beliefs : When Do Brand Extensions Have a Negative Impact? / Journal of Marketing 57(3):71~84
Magnusson, P. / 2011 / Further Clarification on How Perceived Brand Origin Affects Brand Attitude : A Reply to Samiee and Usunier / International Marketing Review 28(5):497~507
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