PurposeThe purpose of this study is to examine the effect of country affinity, ethnocentrism and product quality judgment on self-brand connection regarding both domestic and foreign brands.Design/methodology/approachThe study involved an online experiment and was conducted using online questionnaires. Sampling was done among undergraduate students of a Southwestern university in the US. The data was analyzed using SEM with PLS.FindingsThe results showed, for foreign brands, consumer self-brand connection increased through the effect of country affinity and product quality judgment. For domestic brands, self-brand connection was influenced by ethnocentrism (and not country affinity or product quality judgment).Research limitations/implicationsThis study only focused on one industry (i.e. Television industry), and the authors recommend future studies examine a broader range of industries. Moreover, other country related constructs such as national identity need to be examined in future studies.Practical implicationsMarketers focusing on global branding and international marketing can benefit from the findings of this paper by understanding the routes through which consumers build self-brand connections in foreign vs domestic settings. Additionally, marketers can, more effectively, invest their resources by focusing on the factors that can be influential (i.e. ethnocentrism for domestic brands vs country affinity and product judgment for foreign brands).Originality/valueThis study examines the effect of country affinity, ethnocentrism and product quality judgment for consumers' domestic country as well as a foreign country. Moreover, this study contributes toward the global branding literature by incorporating self-brand connection as a behavioral outcome.
PurposeThe purpose of this paper is to examine the relationship among affective loyalty, perceived benefits, attitude towards co‐branded products and the intention to use such products.Design/methodology/approachIn total, 433 valid responses were collected from active bank/department store co‐branded credit card holders, from four major Chinese cities. Regression and t‐test analyses were used to test the hypotheses.FindingsThe findings revealed that affective loyalty to the bank and the department store, as well as perceived credit card benefits, all positively influence consumers' attitude toward bank/department store co‐branded credit cards. Additionally, results showed a positive relationship between attitude and intention. Moreover, gender differences were also found to be significant in affective loyalty to the bank and the department store, as well as with the intention to use co‐branded credit cards.Originality/valueThe paper contributes to the co‐branding literature by gaining a better understanding of co‐branded partners in symbiotic marketing collaboration.
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