Consumer Attitude Towards Cross-Border Brand Alliances: The Roles of Brand Fit, Country of Origin Fit and Brand Familiarity

Abstract

Recent years have seen an unprecedented increase in cross-border brand alliances by firms from both related and seemingly unrelated industries. Firms engage in brand alliances to increase the consumer’s perception of the brand’s value by combining both brand identities and brand equities. They attempt to enhance their brand associations by allying with other brands whose attributes may be leveraged (Cooke and Ryan 2000). This study examines the growing phenomenon of cross-border brand alliances within the global marketplace and the potential factors that influence consumers’ attitudes toward these alliances. Identifying the nature of the relationships among these attitude determinants will assist marketers in determining the conditions under which consumers will favorably evaluate these brand alliances.