Evaluations of international brand alliances

IF 0.5 Q4 MANAGEMENT

International Journal of Value Chain Management Pub Date : 2021-07-13 DOI:10.1504/IJVCM.2021.116398

Günay Kurtuldu, Abdullah Okumuş

引用次数: 0

Abstract

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.

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国际品牌联盟评价

本文的目的是了解土耳其消费者如何评估国际品牌联盟()在感知契合，民族中心主义，集体主义，感知外国，态度和购买意向变量方面。研究结果表明，态度与感知契合度、感知外来感和集体主义呈正相关，与民族中心主义呈负相关。此外，购买意向与感知契合度、态度之间存在正相关关系;购买意向与种族中心主义之间的关系无法确定。此外，族群中心主义和集体主义与外来感之间存在正相关关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Value Chain Management MANAGEMENT-

CiteScore

1.20

自引率

12.50%

发文量

期刊介绍： Today"s businesses have become extremely complex. The interplay of the three Cs, viz. consumers, competition and convergence, has thrown up new challenges for organisations all over the world. Sensitivity of economies to the external environment coupled with the turbulent process of globalisation has added the highest degree of uncertainty and unpredictability to business processes. To top it all, the effect of globalisation has shifted the balance of power in favour of the customer, though it may have opened a plethora of opportunities for all, in the form of variety and choice. For a variety of reasons, the pressures of competitive forces have enhanced product changes, supercharged by shortening product and technology development lifecycles.