Evaluations of international brand alliances

Kurtuldu G., OKUMUŞ A.

International Journal of Value Chain Management, cilt.12, sa.2, ss.107-132, 2021 (ESCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 12 Sayı: 2
  • Basım Tarihi: 2021
  • Doi Numarası: 10.1504/ijvcm.2021.116398
  • Dergi Adı: International Journal of Value Chain Management
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, Aerospace Database, Communication Abstracts, INSPEC, Metadex, Civil Engineering Abstracts
  • Sayfa Sayıları: ss.107-132
  • Anahtar Kelimeler: international brand alliance, IBA, brand alliance, perceived fit, ethnocentrism, collectivism, perceived foreignness, attitude, purchase intention, structural equation modelling, SEM, COUNTRY-OF-ORIGIN, CONSUMER ETHNOCENTRISM, MODERATING ROLE, PRODUCTS, INDIVIDUALISM, ATTITUDES, BEHAVIOR, IMPACT, MODEL, COLLECTIVISM
  • İstanbul Üniversitesi Adresli: Evet

Özet

© 2021 Inderscience Enterprises Ltd.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.