Is Familiarity a Moderator of Brand/Country Alliances?

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

Product and brand familiarity have an important role in consumer choice behaviour and they have been equated with knowledge and experience Consumers having high and low familiarity utilized brand information (an extrinsic cue) in their evaluations, whereas moderately familiar consumers used intrinsic cues (product attributes) in evaluating products. The question of whether familiarity moderates the country-of-origin (COO) effect is a valid one. In this present paper, we attempt to provide additional evidence as to how familiarity with products, brands and countries moderates consumer evaluation of brand/country alliances. Specifically, we concentrate on the brand leveraging process identified by Keller (2003) applied to the effect of familiarity on country/brand alliances.
OriginalsprogEngelsk
TidsskriftTransnational Marketing Journal
Vol/bind2
Udgave nummer2
Sider (fra-til)61-77
ISSN2041-4684
StatusUdgivet - 2014

Emneord

  • Familiarity
  • Brand
  • Country of origin
  • Consumer choice

Citer dette

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title = "Is Familiarity a Moderator of Brand/Country Alliances?",
abstract = "Product and brand familiarity have an important role in consumer choice behaviour and they have been equated with knowledge and experience Consumers having high and low familiarity utilized brand information (an extrinsic cue) in their evaluations, whereas moderately familiar consumers used intrinsic cues (product attributes) in evaluating products. The question of whether familiarity moderates the country-of-origin (COO) effect is a valid one. In this present paper, we attempt to provide additional evidence as to how familiarity with products, brands and countries moderates consumer evaluation of brand/country alliances. Specifically, we concentrate on the brand leveraging process identified by Keller (2003) applied to the effect of familiarity on country/brand alliances.",
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Is Familiarity a Moderator of Brand/Country Alliances? / Kristensen, Tore; Gabrielsen, Gorm; Jaffe, Eugene D.

I: Transnational Marketing Journal, Bind 2, Nr. 2, 2014, s. 61-77.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

TY - JOUR

T1 - Is Familiarity a Moderator of Brand/Country Alliances?

AU - Kristensen, Tore

AU - Gabrielsen, Gorm

AU - Jaffe, Eugene D.

PY - 2014

Y1 - 2014

N2 - Product and brand familiarity have an important role in consumer choice behaviour and they have been equated with knowledge and experience Consumers having high and low familiarity utilized brand information (an extrinsic cue) in their evaluations, whereas moderately familiar consumers used intrinsic cues (product attributes) in evaluating products. The question of whether familiarity moderates the country-of-origin (COO) effect is a valid one. In this present paper, we attempt to provide additional evidence as to how familiarity with products, brands and countries moderates consumer evaluation of brand/country alliances. Specifically, we concentrate on the brand leveraging process identified by Keller (2003) applied to the effect of familiarity on country/brand alliances.

AB - Product and brand familiarity have an important role in consumer choice behaviour and they have been equated with knowledge and experience Consumers having high and low familiarity utilized brand information (an extrinsic cue) in their evaluations, whereas moderately familiar consumers used intrinsic cues (product attributes) in evaluating products. The question of whether familiarity moderates the country-of-origin (COO) effect is a valid one. In this present paper, we attempt to provide additional evidence as to how familiarity with products, brands and countries moderates consumer evaluation of brand/country alliances. Specifically, we concentrate on the brand leveraging process identified by Keller (2003) applied to the effect of familiarity on country/brand alliances.

KW - Familiarity

KW - Brand

KW - Country of origin

KW - Consumer choice

M3 - Journal article

VL - 2

SP - 61

EP - 77

JO - Transnational Marketing Journal

JF - Transnational Marketing Journal

SN - 2041-4684

IS - 2

ER -