Abstract: To have access to wider markets quite a number of companies see co-branding as an effective market entry strategy and this has proven to be highly rewarding for some global players. Even though co-branding has its own associated risks, when done well, it can be rewarding. An important issue of concern in this study is the country of origin fit factor. It is assumed that if country of origin fit is high it will affect consumers’ purchase intention more positively than when country of origin fit is low. That not withstanding, it is also assumed that, a change in the brand name order will also affect the relationship between country of origin fit and purchase intention.
The study sought to prove that, irrespective of the countries or brands involved in the co-branding, a change in the brand name from “AB” to “BA” where “A” is the host brand and “B” is the partner brand, elicited a change in consumers’ purchase decision. This shows how brand name order plays an influential role in consumers’ purchase decision.
Keywords: co-branding, country of origin fit, brand name order.
Title: Does Brand Name Order Really Matter in The Relationship Between Country of Origin Fit and Purchase Intention?
Author: Benjamin Nobi
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Research Publish Journals
