Citation

“Talent Wins Games, But Teamwork Wins Championships”: The Effects of Cross-Border Strategic Brand Alliance on Sports Brand Evaluation

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

This experimental study examines the effects of country-of-origin (COO) fit on consumers’ attitudes toward sports brands in cross-border strategic brand alliance (SBA). Cross-border SBA positively influenced attitudes toward the partner in low COO fit condition. In high COO fit condition, support for the effect of cross-border SBA was found for the partner brand, not the host brand. This study finds that cross-border SBA is helpful for the partner brand in enhancing brand attitudes.

Most Common Document Word Stems:

brand (255), sba (98), cross (92), border (90), fit (87), attitud (86), cross-bord (85), coo (80), countri (76), partner (76), sport (75), product (69), effect (68), imag (68), host (67), consum (65), market (54), evalu (51), toward (51), allianc (41), journal (39),
Convention
All Academic Convention makes running your annual conference simple and cost effective. It is your online solution for abstract management, peer review, and scheduling for your annual meeting or convention.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p669601_index.html
Direct Link:
HTML Code:

MLA Citation:

Lee, Jin Kyun., Ahn, Taesoo. and Lee, Wei-Na. "“Talent Wins Games, But Teamwork Wins Championships”: The Effects of Cross-Border Strategic Brand Alliance on Sports Brand Evaluation" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 <Not Available>. 2018-08-30 <http://citation.allacademic.com/meta/p669601_index.html>

APA Citation:

Lee, J. , Ahn, T. and Lee, W. , 2013-08-08 "“Talent Wins Games, But Teamwork Wins Championships”: The Effects of Cross-Border Strategic Brand Alliance on Sports Brand Evaluation" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC Online <APPLICATION/PDF>. 2018-08-30 from http://citation.allacademic.com/meta/p669601_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This experimental study examines the effects of country-of-origin (COO) fit on consumers’ attitudes toward sports brands in cross-border strategic brand alliance (SBA). Cross-border SBA positively influenced attitudes toward the partner in low COO fit condition. In high COO fit condition, support for the effect of cross-border SBA was found for the partner brand, not the host brand. This study finds that cross-border SBA is helpful for the partner brand in enhancing brand attitudes.


Similar Titles:
Choosing the Best Name: The Effectiveness of Brand Name Localization on Consumers’ Attitude toward a New Foreign Product

Brand Sponsorship of Sport Officiating Technology: Effects of Social Identity and Schadenfreude on Attitude toward Sponsoring Brand

A Cross-National Comparison of the Effect of Media Products on Country Image: South Korea Images in Six Countries


 
All Academic, Inc. is your premier source for research and conference management. Visit our website, www.allacademic.com, to see how we can help you today.