Is Familiarity a Moderator of Brand/Country Alliances?

Tore Kristensen, Gorm Gabrielsen, Eugene D. Jaffe

Research output: Contribution to journal › Journal article › Research › peer-review

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.
Original languageEnglish
JournalTransnational Marketing Journal
Volume2
Issue number2
Pages (from-to)61-77
ISSN2041-4684
Publication statusPublished - 2014

Cite this

Kristensen, Tore ; Gabrielsen, Gorm ; Jaffe, Eugene D. / Is Familiarity a Moderator of Brand/Country Alliances?. In: Transnational Marketing Journal. 2014 ; Vol. 2, No. 2. pp. 61-77.
@article{3520294a2bff433eb835ce57007aa46c,
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.",
keywords = "Familiarity, Brand, Country of origin, Consumer choice",
author = "Tore Kristensen and Gorm Gabrielsen and Jaffe, {Eugene D.}",
year = "2014",
language = "English",
volume = "2",
pages = "61--77",
journal = "Transnational Marketing Journal",
issn = "2041-4684",
publisher = "TRANSNATIONAL PRESS LONDON LTD",
number = "2",

}

Kristensen, T, Gabrielsen, G & Jaffe, ED 2014, 'Is Familiarity a Moderator of Brand/Country Alliances?', Transnational Marketing Journal, vol. 2, no. 2, pp. 61-77.

Is Familiarity a Moderator of Brand/Country Alliances? / Kristensen, Tore; Gabrielsen, Gorm; Jaffe, Eugene D.

In: Transnational Marketing Journal, Vol. 2, No. 2, 2014, p. 61-77.

Research output: Contribution to journal › Journal article › Research › peer-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 -

Kristensen T, Gabrielsen G, Jaffe ED. Is Familiarity a Moderator of Brand/Country Alliances? Transnational Marketing Journal. 2014;2(2):61-77.

Access to Document