Lee, Jin Kyun; Lee, Byung-Kwan; Lee, Wei-Na - In: Journal of Business Research 66 (2013) 3, pp. 354-363
This study examines the effect of country-of-origin (COO) fit on consumer brand attitude and finds that cross-border strategic brand alliance (SBA) is a viable market entry strategy for host and partner brands. Specifically, cross-border SBA creates positive synergistic effects when the images...