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dc.contributor.advisorLee, Wei-Na, 1957-en
dc.creatorLee, Jin Kyun, 1975-en
dc.date.accessioned2010-10-01T17:11:18Zen
dc.date.accessioned2010-10-01T17:11:24Zen
dc.date.available2010-10-01T17:11:18Zen
dc.date.available2010-10-01T17:11:24Zen
dc.date.issued2010-05en
dc.date.submittedMay 2010en
dc.identifier.urihttp://hdl.handle.net/2152/ETD-UT-2010-05-949en
dc.descriptiontexten
dc.description.abstractThis dissertation study examined the effect of country-of-origin (COO) fit on consumer brand attitude in cross-border strategic brand alliance (SBA). Also, this study investigated the effects of consumer product knowledge by dividing it into subjective and objective knowledge dimensions. It was found that cross-border SBA can be a viable market entry strategy for host and partner brands. Specifically, cross-border SBA creates positive synergistic effects when the COO fit is high. In addition, in a low COO fit situation, the partner brand suffering from less favorable country image would be able to benefit from the established brand equity of the host brand and thus gain favorable consumer product evaluation. Also, consumers with low and high product knowledge are more likely to be affected by COO fit information than those with moderate product knowledge. It was found that subjective knowledge is more related to consumer heuristics and decision making processes than objective knowledge. Implications and suggestions for future research in this area are provided.en
dc.format.mimetypeapplication/pdfen
dc.language.isoengen
dc.subjectCross-border strategic brand allianceen
dc.subjectCountry-of-origin effectsen
dc.subjectBrandingen
dc.titleThe effects of cross-border strategic brand alliance on consumer product evaluationen
dc.date.updated2010-10-01T17:11:24Zen
dc.contributor.committeeMemberWilcox, Garyen
dc.contributor.committeeMemberSung, Yongjunen
dc.contributor.committeeMemberGillespie, Kateen
dc.contributor.committeeMemberDaugherty, Terryen
dc.description.departmentAdvertising
dc.type.genrethesisen
thesis.degree.departmentAdvertisingen
thesis.degree.disciplineAdvertisingen
thesis.degree.grantorUniversity of Texas at Austinen
thesis.degree.levelDoctoralen
thesis.degree.nameDoctor of Philosophyen


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