Country-of-origin fit's effect on consumer product evaluation in cross-border strategic brand alliance

This study examines the effect of country-of-origin (COO) fit on consumer brand attitude and finds that cross-border strategic brand alliance (SBA) is a viable market entry strategy for host and partner brands. Specifically, cross-border SBA creates positive synergistic effects when the images of countries involved are both favorable. In addition, the partner brand suffering from less favorable country image is able to leverage COO fit and gains favorable brand image and consumer product evaluation. Mediation analysis further examines the role of cross-border SBA and provides implications and suggestions for future research in this area. ► Cross-border strategic brand alliance is a useful market entry strategy. ► Cross-border strategic brand alliance creates positive synergistic effects. ► The partner brand with less favorable country image can benefit from the favorable country image of the host brand.