Abstract
Original language | English |
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Journal | Transnational Marketing Journal |
Volume | 2 |
Issue number | 2 |
Pages (from-to) | 61-77 |
ISSN | 2041-4684 |
Publication status | Published - 2014 |
Cite this
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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 -