Evaluations of international brand alliances
| Autor: | Günay Kurtuldu, Abdullah Okumuş |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
brand alliance
purchase intention Ethnocentrism ethnocentrism perceived foreignness international brand alliance Turkish Strategy and Management Collectivism structural equation modelling language.human_language Structural equation modeling collectivism Computer Science Applications attitude SEM language perceived fit IBA Psychology Social psychology Information Systems Brand alliances |
| Zdroj: | International Journal of Value Chain Management. 12:107 |
| ISSN: | 1741-5365 1741-5357 |
| DOI: | 10.1504/ijvcm.2021.116398 |
| Popis: | The purpose of this paper is to understand how Turkish consumers evaluate international brand alliances (IBAs) in terms of perceived fit, ethnocentrism, collectivism, perceived foreignness, attitudes, and purchase intentions variables. The findings show that there are positive relationships between attitude and perceived fit, perceived foreignness, and collectivism while the relationship between attitude and ethnocentrism is negative. Also, while there are positive relationships between purchase intentions and perceived fit, and attitude; a relationship between purchase intentions and ethnocentrism could not be determined. Moreover, positive relationships between ethnocentrism and collectivism, and perceived foreignness were identified. Scientific Research Projects Coordination Unit of Istanbul UniversityIstanbul University [58269/3588] This article is derived from the author Gunay Kurtuldu's PhD dissertation which is consulted by Prof. Dr. Abdullah Okumus. The title of the dissertation is International Brand Alliances: Interaction Between Perceived Fit, Ethnocentrism, Values and Purchase Intention. This work was supported by Scientific Research Projects Coordination Unit of Istanbul University. Project Number/ID: 58269/3588. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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