Dual consumer–organisation identification in international alliances and partnerships: consumers’ supportive intentions towards local and foreign firms

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dc.contributor.authorWilkins, Stephen
dc.contributor.authorMuhammad Mohsin, Butt
dc.contributor.authorHeffernan, Troy
dc.date.accessioned2023-05-09T11:43:40Z
dc.date.available2023-05-09T11:43:40Z
dc.date.issued2018
dc.description.abstractThis study investigates whether firms that are evaluating potential partners might benefit from considering how consumers view these organisations, specifically the extent to which consumer identification with local and foreign partners influences consumer satisfaction with a co-branded product and consumers’ post purchase/consumption supportive intentions toward each partner. Data came from institutions of higher education in Hong Kong and Sri Lanka that operate in collaboration with a foreign partner. A conceptual model was developed and then tested using structural equation modelling. Dual consumer-organisation identification was found to be a significant predictor of consumer satisfaction with the co-branded product and consumers’ supportive intentions toward each partner. Furthermore, the perceived identity attractiveness of each partner was significantly related to the consumers’ identification with each partner. The results suggest that organisations which indulge in collaborative arrangements with foreign firms should recognise that each partner plays a significant and distinct role in generating consumer satisfaction and positive post-purchase/consumption behaviours.en_US
dc.identifier.citationWilkins, S., Butt, M. M., & Heffernan, T. (2018), Dual consumer–organisation identification in international alliances and partnerships: consumers’ supportive intentions towards local and foreign firms. Journal of Strategic Marketing, 26(7), 551-567.en_US
dc.identifier.issn0965-254X
dc.identifier.urihttps://bspace.buid.ac.ae/handle/1234/2246
dc.language.isoenen_US
dc.publisherTaylor and Francis
dc.relation.ispartofJournal of Strategic Marketing
dc.relation.urihttps://doi.org/10.1080/0965254X.2017.1318944
dc.subjectinternational marketingen_US
dc.subjectpartner selectionen_US
dc.subjectcorporate identityen_US
dc.subjectorganisational identificationen_US
dc.subjectconsumer satisfactionen_US
dc.subjectconsumer behaviouren_US
dc.titleDual consumer–organisation identification in international alliances and partnerships: consumers’ supportive intentions towards local and foreign firmsen_US
dc.typeArticleen_US
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