Country-of-origin fit's effect on consumer product evaluation in cross-border strategic brand alliance

Journal of Business Research

Volumn 66, Issue 3, 2013, Pages 354-363

  Lee, Jin Kyun ^a   Lee, Byung Kwan ^b   Lee, Wei Na ^c  

^a UNIVERSITY OF WISCONSIN OSHKOSH   (United States)

^b Kwangwoon University   (South Korea)

^c UNIVERSITY OF TEXAS AT AUSTIN   (United States)

Author keywords

Brand fit; Country image; Country of origin fit; Cross border strategic brand alliance

Indexed keywords

EID: 84872413857     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2011.08.016     Document Type: Article

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