Is Familiarity a Moderator of Brand/Country Alliances? One More Look

Tore Kristensen (), Gorm Gabrielsen () and Eugene D. Jaffe ()
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Tore Kristensen: Copenhagen Business School, Solbjerg Plads 3, DK2000 Frederiksberg, Denmark
Gorm Gabrielsen: Copenhagen Business School, Solbjerg Plads 3, DK2000 Frederiksberg, Denmark
Eugene D. Jaffe: Ruppin Academic Center, Israel.

Transnational Marketing Journal, 2014, vol. 2, issue 2, 61-77

Abstract: Product and brand familiarity have an important role in consumer choice behaviour and they have been equated with knowledge and experience Consumers having high and low familiarity utilized brand information (an extrinsic cue) in their evaluations, whereas moderately familiar consumers used intrinsic cues (product attributes) in evaluating products. The question of whether familiarity moderates the country-of-origin (COO) effect is a valid one. In this present paper, we attempt to provide additional evidence as to how familiarity with products, brands and countries moderates consumer evaluation of brand/country alliances. Specifically, we concentrate on the brand leveraging process identified by Keller (2003) applied to the effect of familiarity on country/brand alliances.

Keywords: familiarity; brand; country of origin; consumer choice (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:mig:tmjrnl:v:2:y:2014:i:2:p:61-77

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