Title: Evaluations of international brand alliances

Authors: Günay Kurtuldu; Abdullah Okumuş

Addresses: Department of Business Administration, Faculty of Economics and Administrative Sciences, Kirklareli University, Kayali Campus, Kirklareli, Turkey ' Marketing Department, School of Business, Istanbul University, Avcilar Campus, Istanbul, Turkey

Abstract: The purpose of this paper is to understand how Turkish consumers evaluate international brand alliances (IBAs) in terms of perceived fit, ethnocentrism, collectivism, perceived foreignness, attitudes, and purchase intentions variables. The findings show that there are positive relationships between attitude and perceived fit, perceived foreignness, and collectivism while the relationship between attitude and ethnocentrism is negative. Also, while there are positive relationships between purchase intentions and perceived fit, and attitude; a relationship between purchase intentions and ethnocentrism could not be determined. Moreover, positive relationships between ethnocentrism and collectivism, and perceived foreignness were identified.

Keywords: international brand alliance; IBA; brand alliance; perceived fit; ethnocentrism; collectivism; perceived foreignness; attitude; purchase intention; structural equation modelling; SEM.

DOI: 10.1504/IJVCM.2021.116398

International Journal of Value Chain Management, 2021 Vol.12 No.2, pp.107 - 132

Received: 11 Mar 2020
Accepted: 03 Jun 2020

Published online: 22 Jul 2021 *

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