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The Science of Strategic Brand Alliance: An Empirical, Cross-Cultural Investigation of How Consumer Ethnocentrism Affects Consumer Perception of Cross-Border Strategic Brand Alliances
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background:

In a fast-paced, ever changing business environment in which consumers are bombarded with information through massive campaigns and ag- gressive advertising, differentiating an organization from its competitors has become more important than ever before. Consequently, organizations are continuously using brand-building processes to differentiate themselves from their competitors. Therefore, SBAs have become an increasingly em- ployed strategy, especially when entering new markets and to succeed in a globalized economy.

Purpose:

Despite the increased utilization of SBAs, there is still limited knowledge in regards to how CET influences consumer perception of CBSBAs in a cross-cultural context. Therefore, the purpose of this study is to describe and analyze the impact CET has on consumer perception of CBSBAs.

Method:

The identified research gap called for further investigation of the relation- ship between CET and consumer perception of CBSBAs. Consequently, a multi-method research design was chosen to add further knowledge by combining quantitative and qualitative research approaches. Therefore, the methodology consisted of two distinct stages - a pre- and a main-study. While the pre-study was qualitative and consisted of two focus groups, the quantitative main-study used an online questionnaire.

Findings:

The results of this study suggest a negative relationship between CET and Brand Alliance Associations for global-global (G-G) CBSBAs, indica- ting that, with an increasing level of CET, the consumer perception of G-G CBSBAs decreases and vice versa. Furthermore, contrary to existing theory, Swedish individuals displayed a higher level of CET than German individu- als. Lastly, this study found that while CET increases with a higher age, it diminishes with an increased income and higher education.

Originality & Value: 

This study is, to the knowledge of the authors, the first to investigate the impact CET has on consumer perception of G-G vs. global-local (G-L) CBSBAs in a cross-cultural context. In doing so, the authors of this study were able to develop the concept of Brand Associations further and apply ing it to the context of CBSBAs successfully. Consequently, by providing a substantial knowledge base, this study contributes to both theorists and practitioners. 

Place, publisher, year, edition, pages
2016.
Keyword [en]
Strategic Brand Alliances (SBA), Cross-Border Strategic Brand Alliances (CBSBA), Internationalization, Globalness, Localness, Cultural Dimensions, Consumer Ethnocentrism (CET), Strategic Marketing, Business Strategy.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-31059ISRN: JU-IHH-FÖA-2-20160432OAI: oai:DiVA.org:hj-31059DiVA: diva2:946409
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2016-07-05 Created: 2016-07-05 Last updated: 2017-06-21Bibliographically approved

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
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  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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