Author_Institution :
Coll. of Econ. & Manage., Yan Shan Univ., Qin Huangdao, China
Abstract :
Notice of Retraction
After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.
We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.
The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.
As a strategic marketing tool, co-branding strategy has been widely used in today´s enterprises all over the world, and in international market, transnational co-branding is becoming more and more popular to multinational companies. In transnational co-branding, the country-of-origin effect of cooperation brand bring great effect to consumers´ attitude and purchasing behavior towards co-branding, it plays an important role in the success of co-branding strategy. The country-of-origin effect is mainly produced by cooperative brand´s country-of-origin image, and its impact on transnational co-branding effect is also interfered by cooperation brand´s equity, information, category, consumers´ knowledge, experience, nationality and culture, etc. According to the analysis of interaction to transnational co-branding effect between these factors and country-of-origin image, proper countermeasures are put forward, for the purpose of making full use of positive effect and avoiding negative effect.
