Evaluations of international brand alliances

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.