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

Journal Article


Abstract


  • This 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 towards 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 towards 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.

UOW Authors


  •   Wilkins, Stephen (external author)
  •   Butt, Muhammad Mohsin (external author)
  •   Heffernan, Troy

Publication Date


  • 2017

Citation


  • Wilkins, S., Butt, M. & Heffernan, T. W. (2017). Dual consumer–organisation identification in international alliances and partnerships: consumers’ supportive intentions towards local and foreign firms. Journal of Strategic Marketing, Online First 1-17.

Scopus Eid


  • 2-s2.0-85018178382

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1221

Number Of Pages


  • 16

Start Page


  • 1

End Page


  • 17

Volume


  • Online First

Place Of Publication


  • United Kingdom

Abstract


  • This 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 towards 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 towards 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.

UOW Authors


  •   Wilkins, Stephen (external author)
  •   Butt, Muhammad Mohsin (external author)
  •   Heffernan, Troy

Publication Date


  • 2017

Citation


  • Wilkins, S., Butt, M. & Heffernan, T. W. (2017). Dual consumer–organisation identification in international alliances and partnerships: consumers’ supportive intentions towards local and foreign firms. Journal of Strategic Marketing, Online First 1-17.

Scopus Eid


  • 2-s2.0-85018178382

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1221

Number Of Pages


  • 16

Start Page


  • 1

End Page


  • 17

Volume


  • Online First

Place Of Publication


  • United Kingdom