关键词: 国家典型性, 原产国效应, 跨国品牌联盟, 可接近性-可诊断性模型

Abstract:

Nowadays transnational brand alliances happen frequently between developed countries, between developed and developing countries, and between developing countries. This article analyses the transnational brand alliances between Chinese brand and foreign brand from developed and emerging countries, and reveals the dilution of country typicality in country-of-origin effect based on the transnational brand alliances context. This paper finds that, in transnational brand alliances, the recognized country-of-origin spillover effect exists only if the country typicality is not significant. However when country typicality is high, if combining with foreign brand of poor COO image, the evaluation of Chinese brand can also be improved. The results demonstrates that when combining with foreign brand of poor COO image but high country typicality, the Chinese brand can also obtain positive spillover effect. Therefore, Chinese brand should select the partners of transnational brand alliances based on country typicality, and expand the country scope of transnational brand alliances.

Key words: Country Typicality, Country-of-Origin effect, Transnational Brand Alliances, Accessibility-Diagnosticity Model