The Effects of Brand Origins on Consumer Attitude toward International Co-Branding

The Effects of Brand Origins on Consumer Attitude toward International Co-Branding

This research attempted to investigate the effects of country-related product associations on the success of international co-branding. In particular, it identified the main effects of the types of international co-branding and country-related product associations on customers' consideration and evaluation of a foreign brand. The research also examined the interaction effects between the types of international co-branding and country-related product association on foreign brand consideration and evaluation. Two experiments were conducted. In the first experiment, 258 subjects were divided into two groups and exposed to several descriptions of hypothetical international co-branding situations. A 3 (international co-branding integration) × 2 (country of origin) ANOVA on foreign brand consideration was performed. The second experiment exposed 309 subjects to different situations of hypothetical international co-branding. A 3 (international brand co-branding integration) × 2 (country of origin) ANOVA on foreign brand evaluation was conducted. This paper provides empirical evidence on how country-related product associations can influence customers' consideration and evaluation of a foreign brand in terms of the types of international co-branding. This paper integrated the theories of country of origin effects, categorization, and attribution in order to present how international co-branding can succeed when the country-related product associations are in play. The research suggested that international firms carefully seek out international co-branding types appropriate to the country-related product associations in order to yield favorable branding outcomes. This paper addressed the need to determine the country of origin effects on success of international co-branding.