Examination of Potential Factors Related with the Success of International Brand Alliances

Abstract

Showing factors related with success of an international brand alliance formed between a local and a foreign brand in Turkey, would provide vital and directive information for managers of local and foreign brands who consider investing in Turkey by an international brand alliance. Furthermore, because there are hardly any studies about international brand alliances and possible factors related with their success in Turkish literature, this study would make a significant contribution in this field. So it can be said that this study is important because of its contribution to the international brand alliance literature in Turkey and to firms considering investment in Turkey by an international brand alliance. In this regard, the aim of the study is determining factors that can affect the success of an international brand alliance and examining the validity and reliability of these factors. By doing so, giving directive suggestions to firms is also aimed. The data is gathered in Istanbul, Izmir, and Ankara via convenience sampling and face-toface questionnaire from a sample group consisting of 600 people. Participants, firstly read a scenario about an international brand alliance and then answered the questions according to the scenario. Exploratory and confirmatory factor analysis, and correlation analysis is used to analyse the data. The results indicate that the factors of perceived fit, ethnocentrism, perceived brand foreignness, attitude and purchase intentions are valid and reliable structures. It is also determined that there are significant relations between these factors.