Is Familiarity a Moderator of Brand/Country Alliances? One More Look
作者: Tore KristensenGorm GabrielsenEugene D. Jaffe
作者单位: 1Copenhagen Business School.
刊名: Transnational Marketing Journal, 2014, Vol.2 (2), pp.61-77
来源数据库: Transnational Press
原始语种摘要: 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.
全文获取路径: TP  (合作)

  • familiarity 亲缘性
  • country 地方
  • brand 黑穗病
  • products 制品
  • choice 选择
  • question 问题
  • information 报告
  • evidence 
  • valid 有效的
  • consumer 消费者