The Impact of Country-Of-Origin Effect on Transnational Co-branding effect
As a strategic marketing tool, co-branding strategy has been widely used in todays enterprises all over the world, and in international market, transnational co-branding is becoming more and more popular to multinational companies. In transnational co-branding, the country-of-origin effect of cooperation brand bring great effect to consumers attitude and purchasing behavior towards co-branding, it plays an important role in the success of co-branding strategy. The country-of-origin effect is mainly produced by cooperative brands country-of-origin image, and its impact on transnational co-branding effect is also interfered by cooperation brands equity, information, category, consumers knowledge, experience, nationality and culture, etc. According to the analysis of interaction to transnational co-branding effect between these factors and country-of-origin image, proper countermeasures are put forward, for the purpose of making full use of positive effect and avoiding negative effect.
transnational country-of-origin co-branding effect countermeasure
Li Hang Sun Jingya
College of Economy and Management, Yan Shan University Qin Huangdao, China
国际会议
成都
英文
680-682
2010-07-09（万方平台首次上网日期，不代表论文的发表时间）