Purpose – The purpose of this paper is to provide insights into what social marketers see as trends, issues, and opportunities emerging within social marketing globally. Design/methodology/approach – A global online survey was conducted among social marketing professionals who were invitees...

Purpose: The purpose of this paper is to investigate the impact of country-of-origin (COO) fit and consumer product knowledge on consumer brand attitudes in a cross-border strategic brand alliance (SBA). Design/methodology/approach: An experimental study with 207 subjects was conducted using a...

This dissertation study examined the effect of country-of-origin (COO) fit onconsumer brand attitude in cross-border strategic brand alliance (SBA). Also, this studyinvestigated the effects of consumer product knowledge by dividing it into subjective andobjective knowledge dimensions. It was...