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- W2065503492 abstract "Abstract The article explores the meaning of congruency in relation to global brand alliances and finds that congruence between partner brands decomposes into two major subdimensions (relevance congruence and expectancy congruence). In addition, the article examines the effect of congruence on consumers’ responses toward the brand alliance in terms of two conceptually distinct constructs: attitude and product evaluation. The results indicate that both relevance and expectancy congruence affect global brand alliance assessments. The results also reveal a significant spillover effect and that country-of-origin image is a significant covariate in determining global brand alliance assessments. As such, in selecting potential brand partners, managers should ensure that the host and partner brands are relevant in the purchase context according to past consumer experiences." @default.
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- W2065503492 date "2013-03-01" @default.
- W2065503492 modified "2023-09-24" @default.
- W2065503492 title "The Impact of Congruity and Country Image on Global Brand Alliance Evaluation" @default.
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- W2065503492 doi "https://doi.org/10.1080/08961530.2013.759045" @default.
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