International brand alliances have received increasing attention from academics and practitioners because many firms choose these alliances to enter overseas markets. The author reviewed two international brand alliance decisions facing a firm: the brand alliance structure and the selection of a...

Purpose The purpose of this paper is to provide an understanding of the country-of-origin (COO) effect on overseas distributors’ behaviour in international marketing channels. Integrating the theory of planned behaviour (TPB) and the concepts of country-induced biases, the current study...