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http://dx.doi.org/10.9728/dcs.2018.19.2.277

The Alliance Strategy of Ingredient Brand by Entry Order of Parent Brand : Moderating Effect of Country of Origin  

Hong, Seo-Hyoung (Department of IT.Contents, Pusan Kyoungsang College)
Publication Information
Journal of Digital Contents Society / v.19, no.2, 2018 , pp. 277-284 More about this Journal
Abstract
This study suggested a brand alliance strategy of follow brand to overcome the leading brands. At the same time, we also examined the effect of Moderating the brand awareness of ingredient brands(high / low) and origin(favorable / unfriendly). First, purchase intention of alliance product showed significant interaction effect according to market entry order of parent brand and brand awareness of ingredient brand. Second, purchase intention of alliance product showed significant interaction effect according to market entry order of parent brand and country of origin. Based on the results, we discussed about theoretical and practical implications of this study, limitations of this study, and future research.
Keywords
Leading Brand; Follow Brand; Parent Brand; Ingredient Brand; Purchase Intention; Alliance;
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Times Cited By KSCI : 2  (Citation Analysis)
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