IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v66y2013i3p354-363.html
   My bibliography  Save this article

Country-of-origin fit's effect on consumer product evaluation in cross-border strategic brand alliance

Author

Listed:
  • Lee, Jin Kyun
  • Lee, Byung-Kwan
  • Lee, Wei-Na

Abstract

This study examines the effect of country-of-origin (COO) fit on consumer brand attitude and finds that cross-border strategic brand alliance (SBA) is a viable market entry strategy for host and partner brands. Specifically, cross-border SBA creates positive synergistic effects when the images of countries involved are both favorable. In addition, the partner brand suffering from less favorable country image is able to leverage COO fit and gains favorable brand image and consumer product evaluation. Mediation analysis further examines the role of cross-border SBA and provides implications and suggestions for future research in this area.

Suggested Citation

  • Lee, Jin Kyun & Lee, Byung-Kwan & Lee, Wei-Na, 2013. "Country-of-origin fit's effect on consumer product evaluation in cross-border strategic brand alliance," Journal of Business Research, Elsevier, vol. 66(3), pages 354-363.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:3:p:354-363
    DOI: 10.1016/j.jbusres.2011.08.016
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311002931
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2011.08.016?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(3), pages 477-497, September.
    2. Johny K Johansson & Israel D Nebenzahl, 1986. "Multinational Production: Effect on Brand Value," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 17(3), pages 101-126, September.
    3. Robert Schooler, 1971. "Bias Phenomena Attendant to the Marketing of Foreign Goods in the U.S," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 2(1), pages 71-80, March.
    4. Victor V Cordell, 1992. "Effects of Consumer Preferences for Foreign Sourced Products," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(2), pages 251-269, June.
    5. Janet Y Murray & Masaaki Kotabe & Joe Nan Zhou, 2005. "Strategic alliance-based sourcing and market performance: evidence from foreign firms operating in China," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 36(2), pages 187-208, March.
    6. Kevin E. Voss & Bashar S. Gammoh, 2004. "Building Brands through Brand Alliances: Does a Second Ally Help?," Marketing Letters, Springer, vol. 15(2_3), pages 147-159, July.
    7. Hong, Sung-Tai & Wyer, Robert S, Jr, 1989. "Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation: An Information Processing Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(2), pages 175-187, September.
    8. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    9. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    10. Jill Gabrielle Klein, 2002. "Us Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 33(2), pages 345-363, June.
    11. Mitchell, Andrew A, 1986. "The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude toward the Advertisement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(1), pages 12-24, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Thomas Aichner & Paolo Coletti & Frank Jacob & Robert Wilken, 2021. "Did the Volkswagen Emissions Scandal Harm the “Made in Germany” Image? A Cross-Cultural, Cross-Products, Cross-Time Study," Corporate Reputation Review, Palgrave Macmillan, vol. 24(4), pages 179-190, November.
    2. Kimberly A Eddleston & Ravi Sarathy & Elitsa R Banalieva, 2019. "When a high-quality niche strategy is not enough to spur family-firm internationalization: The role of external and internal contexts," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(5), pages 783-808, July.
    3. Bruhn, Manfred & Batt, Verena, 2015. "Swissness Communication and its Impact on Consumer-Brand Relationships," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 69(2), pages 116-131.
    4. Riley Debra & Charlton Nathalie & Wason Hillary, 2015. "The impact of brand image fit on attitude towards a brand alliance," Management & Marketing, Sciendo, vol. 10(4), pages 270-283, December.
    5. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    6. Tom Joerß & Payam Akbar & Robert Mai & Stefan Hoffmann, 2017. "Conceptualizing sustainability from a consumer perspective [Konzeptionalisierung der Nachhaltigkeit aus der Konsumentensicht]," Sustainability Nexus Forum, Springer, vol. 25(1), pages 15-23, June.
    7. Jinjiang Cai & Jingjing Wu & Hongjie Zhang & Yifei Cai, 2023. "Research on the Influence Mechanism of Fashion Brands’ Crossover Alliance on Consumers’ Online Brand Engagement: The Mediating Effect of Hedonic Perception and Novelty Perception," Sustainability, MDPI, vol. 15(5), pages 1-17, February.
    8. Melewar, T.C. & Skinner, Heather, 2020. "Territorial brand management: Beer, authenticity, and sense of place," Journal of Business Research, Elsevier, vol. 116(C), pages 680-689.
    9. Kobayashi, Yoshiharu & Howell, Christopher & Heinrich, Tobias & Motta, Matthew, 2022. "Investigating how historical legacies of militarized violence can motivate COVID-19 vaccine hesitancy: Evidence from global dyadic survey," Social Science & Medicine, Elsevier, vol. 311(C).
    10. Carolin Decker & Annika Baade, 2016. "Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 648-665, November.
    11. Voss, Kevin E. & Li, Ying Ying & Song, YoungOk Sunny, 2022. "Competing cues in brand alliance advertisements," Journal of Business Research, Elsevier, vol. 149(C), pages 476-493.
    12. Fong, Cher-Min & Lee, Chun-Ling & Du, Yunzhou, 2015. "Consumer animosity and foreign direct investment: An investigation of consumer responses," International Business Review, Elsevier, vol. 24(1), pages 23-32.
    13. Mark ANDERSON & Peter MARTINS DA SILVA, 2015. "Evaluations of Co-Brands: A Two-Country Comparison," Expert Journal of Marketing, Sprint Investify, vol. 3(2), pages 51-61.
    14. Rodrigo, Padmali & Khan, Hina & Ekinci, Yuksel, 2019. "The determinants of foreign product preference amongst elite consumers in an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 139-148.
    15. Hilary Wason & Nathalie Charlton, 2015. "How positioning strategies affect co-branding outcomes," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1092192-109, December.
    16. Souiden, Nizar & Amara, Nabil & Chaouali, Walid, 2020. "Optimal image mix cues and their impacts on consumers’ purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    17. Henderson, Geraldine Rosa & Guzmán, Francisco & Huff, Lenard & Motley, Carol M., 2013. "The Ian's pizza tribe: Reconceptualizing cross-cultural research in the digital age," Journal of Business Research, Elsevier, vol. 66(3), pages 283-287.
    18. Kalafatis, Stavros P. & Ledden, Lesley & Riley, Debra & Singh, Jaywant, 2016. "The added value of brand alliances in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3122-3132.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Manrai, Lalita A. & Lascu, Dana-Nicoleta & Manrai, Ajay K., 1998. "Interactive effects of country of origin and product category on product evaluations," International Business Review, Elsevier, vol. 7(6), pages 591-615, November.
    2. Amine, Lyn Suzanne, 2008. "Country-of-origin, animosity and consumer response: Marketing implications of anti-Americanism and Francophobia," International Business Review, Elsevier, vol. 17(4), pages 402-422, August.
    3. Cynthia Gyamfi & Richard Denanyoh & Sylvester Gyan, 2013. "Ghanaian Consumers of Mobile Phones: Is the Preference Local or Foreign?," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 1(3), pages 67-76.
    4. van Ittersum, Koert & Candel, Math J. J. M. & Meulenberg, Matthew T. G., 2003. "The influence of the image of a product's region of origin on product evaluation," Journal of Business Research, Elsevier, vol. 56(3), pages 215-226, March.
    5. Jiménez, Nadia Huitzilin & San Martín, Sonia, 2010. "The role of country-of-origin, ethnocentrism and animosity in promoting consumer trust. The moderating role of familiarity," International Business Review, Elsevier, vol. 19(1), pages 34-45, February.
    6. Kalafatis, Stavros P. & Ledden, Lesley & Riley, Debra & Singh, Jaywant, 2016. "The added value of brand alliances in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3122-3132.
    7. Hamzaoui-Essoussi, Leila & Merunka, Dwight & Bartikowski, Boris, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Journal of Business Research, Elsevier, vol. 64(9), pages 973-978, September.
    8. Cuffaro, Nadia & Di Giacinto, Marina, 2015. "Credence goods, consumers’ trust in regulation and high quality exports," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 4(2), pages 1-19, August.
    9. Aby Abraham & Sanjay Patro, 2014. "‘Country-of-Origin’ Effect and Consumer Decision-making," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(3), pages 309-318, August.
    10. Wang, Cheng Lu & Li, Dongjin & Barnes, Bradley R. & Ahn, Jongseok, 2012. "Country image, product image and consumer purchase intention: Evidence from an emerging economy," International Business Review, Elsevier, vol. 21(6), pages 1041-1051.
    11. Bruhn, Manfred & Schwarz, Jürgen & Batt, Verena, 2012. "Swissness als Erfolgsfaktor – Einsatz des Country-of-Origin zur Stärkung von Marken-Konsumenten-Beziehungen und der Markenbindung," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 66(2), pages 153-179.
    12. Kilduff, Kerry & Núñez Tabales, Julia M., 2016. "Country Branding and its effect on the consumer in the global market," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    13. Eng, Teck-Yong & Ozdemir, Sena & Michelson, Grant, 2016. "Brand origin and country of production congruity: Evidence from the UK and China," Journal of Business Research, Elsevier, vol. 69(12), pages 5703-5711.
    14. Jean Philippe Perrouty & François d'Hauteville & Larry Lockshin, 2006. "The influence of wine attributes on region of origin equity: An analysis of the moderating effect of consumer's perceived expertise," Agribusiness, John Wiley & Sons, Ltd., vol. 22(3), pages 323-341.
    15. Brijs, Kris & Bloemer, Josée & Kasper, Hans, 2011. "Country-image discourse model: Unraveling meaning, structure, and function of country images," Journal of Business Research, Elsevier, vol. 64(12), pages 1259-1269.
    16. Jo, Myung-Soo & Nakamoto, Kent & Nelson, James E., 2003. "The shielding effects of brand image against lower quality countries-of-origin in global manufacturing," Journal of Business Research, Elsevier, vol. 56(8), pages 637-646, August.
    17. Leonidas C. Leonidou & Bilge Aykol & Saeed Samiee & Nikolaos Korfiatis, 2022. "A Meta-analysis of the Antecedents and Outcomes of Consumer Foreign Country Image Perceptions: The Moderating Role of Macro-level Country Differences," Management International Review, Springer, vol. 62(5), pages 741-784, October.
    18. Fong, Cher-Min & Lee, Chun-Ling & Du, Yunzhou, 2015. "Consumer animosity and foreign direct investment: An investigation of consumer responses," International Business Review, Elsevier, vol. 24(1), pages 23-32.
    19. Suh, YongGu & Hur, JungYun & Davies, Gary, 2016. "Cultural appropriation and the country of origin effect," Journal of Business Research, Elsevier, vol. 69(8), pages 2721-2730.
    20. Li, Yan & He, Hongwei, 2013. "Evaluation of international brand alliances: Brand order and consumer ethnocentrism," Journal of Business Research, Elsevier, vol. 66(1), pages 89-97.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:66:y:2013:i:3:p:354-363. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.