Since brand extension is used by a great amount of firms in introducing new products around the global market, several studies had a great concern on this issue and continuously studied the factors that influence the success of the brand extension. However, there is very few studies concern on the context of global market in pursuing brand extension strategy. In addition, most studies concentrate on the cognitive factor, the term of motivational factor has not been widely studied. These originated the motivation of this study. The study’s purposes are to investigate the effects of degrees of fit, types of country-of-origin, and regulatory focus on consumers’ response toward the brand extension in term of perceived value, perceived risk, attitude toward the brand, and behavioral intention. Furthermore, this study also examines the relationship among those research construct.
The conceptual framework is developed from previous researches by using 2 (levels of fit: high vs. low) x 2 (types of COO: developed vs. developing) x 2 (types of regulatory focus: prevention vs. promotion) are conducted with undergraduate and graduate students in Thailand. The results present that the high fit product which is produced from developed countries has a more positive influence upon perceived value, perceived risk, attitude toward the brand, and behavioral intention than the low fit product which is produced from developing countries. Regarding regulatory focus, both prevention and promotion do not show the significant effect on the consumers’ response. However, prevention focus seems to have more effect on perceived risk and promotion focus seem to have more effect on perceived value. In addition, both perceived value and perceived risk are found to have impact on attitude toward the brand, and attitude toward the brand is found to have significant influence on behavioral intention.

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press, 224.

Aaker, D. A. (1996). Building strong brands. New York: The Free Press, 380.

Aaker, D. A. (2004). Brand portfolio strategy. New York: The Free Press.

Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54, 27-41.

Aaker, J. L., & Lee, A. Y. (2001). ‘I’ seek pleasures and ‘We’avoid pains: the role of self-regulatory goals in information processing and persuasion. Journal of Consumer Research, 28(1), 33-49.

Agrawal, J., & Kamakura, W. A. (1999). Country of origin: a competitive advantage? International Journal of Research in Marketing, 16, 255-267.

Ahluwalia, R. (2008). How far can a brand stretch? understanding the role of self-construal. American Marketing Association.

Ahmed, S. A., & Alain, d. A. (2007). Moderating effect of nationality on country-of-origin perceptions: English-speaking Thailand versus French-speaking Canada. Journal of Business Research, 60, 240-248.

Ahmed, Z. U., Johnson, J. P., Ling, C. P., Fang, T. W., & Hui, A. K. (2002). Country-of-origin and brand effects on consumers’ evaluations of cruise lines. International Marketing Review, 19(2/3), 279-302.

Ahmed, Z. U., Johnson, J. P., Yang, X., Chen, K. F., Han, S. T., & Lim, C. B. (2004). Does country of origin matter for low-involvement products? International Marketing Review, 21(1), 102-120.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.

Allred, A., Chakraborty, G., & Miller, S. J. (1999). Measuring images of developing countries: a scale development study. European Journal of Marketing, 8(3), 29-49.
Al-Sulaiti, K. I., & Baker, M. J. (1998). Country of origin effects: a literature review. Marketing Intelligence & Planning, 16/3, 150-199.

Anderson, C. J., & Narus, A. J. (1998). Understand what customers value. Harvard Business Review, November-December, 53-65.

Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17.

Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: findings from Sweden. Journal of Marketing, 58(3), 53-66.

Anderson, E. W., & Mittal, V. (2000). Strengthening the satisfaction-profit chain. Journal of Services Research, 3(2), 107-120.

Anderson, E. W., & Sullivan, M. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.

Arnold, M. J., & Reynolds, K. E. (2009). Affect and retail shopping behavior: understanding the role of mood regulation and regulatory focus. Journal of Retailing, 85, 308-320.

Audhesh, K. P., & Dheeraj, S. (2004). Brand-country of origin(COO) knowledge and COO image: investigation in an emerging franchise market. Journal of Product & Brand Management, 13, 144-155.

Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of the store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22, 328-339.

Baker, M. J., & Michie, J. (1995). Product country images: perceptions of Asian cars. Working Paper Series, Department of Marketing, University of Strathclyde, Glasgow, 95(3).

Balachander, S., & Ghose, S. (2003). Reciprocal spillover effects: a strategic benefit of brand extensions. Journal of Marketing, 67(1), 4-13.

Baldauf, A., Cravens, K. S., Diamantopoulos, A., & Roth, K. P. Z. (2009). The impact of product-country image and marketing efforts on retailer-perceived brand equity: an empirical analysis. Journal of Retailing.

Bannister, J. P., & Saunders, J. A. (1978). UK consumers’ attitudes towards imports: the measurement of national stereotype image. European Journal of Marketing, 12(8), 562-570.

Barone, M. J., Miniard, P. W., & Romeo, J. B. (2000). The influence of positive mood on brand extension evaluation. Journal of Consumer Research, 26, 386-400.

Barrett, J., Lye, A., & Venkateswarlu, P. (1999). Consumer perceptions of brand extensions: generalising Aaker and Keller's model. Journal of Empirical Generalisations in Marketing Science, 4, 1-21.

Bauer, R. A. (1960). Consumer behavior as risk taking. American Marketing Association, 389-398.

Baughn, C., & Yaprak, A. (1993). Mapping country-of-origin research: recent developments and emerging avenues. International Business Press, New York.

Bhat, S., & Reddy, S. K. (1997). Investigating the dimensions of the fit between a brand and its extension. American Marketing Association Winter Educators' Conference, 186-194.

Bhat, S., & Reddy, S. K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53, 111-122.

Bilkey, W., & Nes, E. (1982). Country of origin effects on product evaluations. Journal of International Business Studies, 13, 89-99.

Bilkey, W. J. (1993). Product country images: impact and role in international marketing. New York: International Business Press.

Bottomley, P. A., & Doyle, J. R. (1996). The fornation of attitudes towards brand extensions testing and generalising Aaker's and Keller's model. Marketing for an Expanding Europe, Proceedings of the 25th Annual Conference of the European Marketing Academy Conference, 109-126.

Bottomley, P. A., & Holden, S. (2001). Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research, 38(4), 494-500.

Boush, D. M., & Loken, B. A. (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28, 16-28.

Boush, D. M., Shipp, S., Loken, B., Gencturk, E., Crockett, S., Kennedy, E., et al. (1987). Affect generalization to similar and dissimilar brand extensions. Journal of Psychology Marketing, 4 (3), 225-237.

Brendl, C. M., Higgins, E. T., & Lemm, K. M. (1995). Sensitivity to varying gains and losses: the role of self-discrepancies and event framing. Journal of Personality and Social Psychology, 69(6), 1028-1051.

Brockner, J., & Higgins, E. T. (2001). Regulatory focus theory: implications for the study of emotions at work. Organizational Behavior and Human Decision Process, 61(1), 35-66.

Brockner, J., Higgins, E. T., & Low, M. B. (2004). Regulatory focus theory and entrepreneurial process. Journal of Business Venturing, 19, 203-220.

Brodowsky, G. H., Tan, J., & Meilich, O. (2004). Managing country-of-origin choices: competitive advantages and opportunities. International Business Review, 13, 729-748.

Broniarczyk, S. M., & Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31, 214-228.

Brooker, G. (1983). An assesment of expanded measure of perceived risk. Advances in Consumer Research, 10, 439-441.

Brown, S. P., & Stayman, D. M. (1992). Antecedents and consequences of attitude toward the ad: a meta-analysis. Journal of Consumer Research, 19(2), 34-51.

Buday, T. (1989). Capitalising on brand extensions. Journal of Consumer Marketing, 6(4), 27-30.

Chakravarti, D., MacInnis, D. J., & Nakamoto, K. (1990). Product category perceptions, elaborative processing and brand name extension strategies. Advances in Consumer Research, 17, 910-916.

Chung, C. M. Y., & Tsai, Q. (2009). The effects of regulatory focus and tie strength on word-of-mouth behaviour. Asia Pacific Journal of Marketing and Logistics, 21(3), 329-341.

Consumer Behavior Seminar. (1987). Affect generalisation to similar and dissimilar brand extensions. Psychology and Marketing, 4(3), 225-237.

Copulsky, W. (1976). Cannibalism in the market place. Journal of Marketing, 40, 103-105.

Cronbach, L. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297-334.

Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effect of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.

Crowe, E., & Higgins, E. T. (1997). Regulatory focus and strategic inclinations: promotion and prevention in decision-making. Organizational Behavior and Human Decision Process, 69, 117-132.

Czellar, S. (2003). Consumer attitude toward brand extensions: an integrative model and research propositions. International Journal of Research in Marketing, 20, 97-115.

Dawn, B.-L., & Thomas, L. P. (2004). The impact of structure and process attributes on satisfaction and behavioral intentions. Journal of Services Marketing, 18(2), 114-121.
Derbaix, C. (1983). Perceived Risk and Risk Relievers: an empirical investigation. Journal of Economic Psychology, 3, 19-38.

Desborde, R. D. (1990). Development and testing of a psychometric scale to measure country-of origin image. Ann Arbor, Michigan: Florida State University, University Microfilms International (U M I).

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research, 28, 307-319.

Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21, 119-134.

Dunn, S., Seaker, R. F., & Waller, M. A. (1994). Latent variables in business logistic research: Scale development and validation. Journal of Business Logistics, 15(2), 145-172.

Dzever, S., & Quester, P. (1999). Country-of-origin effects on purchasing agents’ product perceptions: an Australian perspective. Journal of Industrial Marketing Management, 28, 165-175.

Ernst & Young, & ACNielsen, P. (1999). New product introduction: successful innovation/failure: a fragile boundary. Paris: Ernst & Young Global Client Consulting.

Eroglu, S., & Machleit, K. A. (1989). Effects of individual and product specific variables on utilizing country-of-origin as a product quality cue. International Marketing Review, 6(6), 27-41.

Essoussi, L. H., & Merunka, D. (2007). Consumers’ product evaluations in emerging markets: Does country of design, country of manufacture, or brand image matter? International Marketing Review, 24(4), 409-426.

Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61-75.

Fandos, C., & Flavian, C. (2006). Intrinsic and extrinsic quality attributes, loyalty and buying intension: an analysis for a PDO product. British Food Journal, 108(8), 646-662.

Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1, 24-33.

Farquhar, P. H., Herr, P. M., & Fazio, R. H. (1990). A relational model for category extensions of brands. Advances in Consumer Research, 17, 856-860.

Flint, D. J., Woodruff, R. B., & Gardial, S. F. (1997). Customer value change in industrial marketing relationships: a call for new strategies and research. Industrial Marketing Management, 26(2), 163-176.

Getty, J. M., & Thompson, K. N. (1994). The relationship between quality, satisfaction, and recommending behavior in lodging decision. Journal of Hospitality and Leisure Marketing, 2(3), 3-22.

Greenberg, A., & Norton, G. (1963). Visual Material and recall of magazine articles. Journal of Advertising Research, 3(June), 581-592.

Grewal, D., Marmorstein, H., & Sharma, A. (1996). Communicating price information through semantic cues: The moderating effects of situation and discount size. Journal of Consumer Research, 23, 148-155.

Grewel, D., Gotlieb, J., & Marmorstein, H. (1994). The moderating effects of message framing and source credibility on the price-perceived risk relationship. Journal of Consumer Research, 21, 145-153.

Grime, I., Diamantopoulos, A., & Smith, G. (2002). Consumer evaluations of extensions and their effects on the core brand. European Journal of Marketing, 36(11/12), 1415-1438.

Gronhaug, K., & Stone, R. N. (1995). Why Perceived Risk Failed to Achieve Middle Range Theory Status: A Retrospective Research Note. European Advances in Consumer Research, 2, 1-6.

Gurhan, C. Z., & Maheswaran, D. (1998). The effects of extensions on brand name dilution and enhancement. Journal of Marketing Research, 35, 464-473.

Hair, J. F., Tatham, R. L., Anderson, R. E., & Black, W. (2006). Multivariate data analysis (6th edition). Pearson.

Halstead, D., & Page, T. J. J. (1992). The effects of satisfaction and complaining behavior on consumer repurchase intentions. Journal of Consumer Satisfaction, 5, 1-11.

Haubl, G. (1996). A cross-national investigation of country of origin and brand name on the evaluation of a new car. International Marketing Review, 13(5), 76-97.

Hawkin, D. I., & Best, R. J. (1998). Consumer behavior: building marketing strategy. Boston: McGraw Hill.

Hem, L. E., Chernatony, de L., & Iversen, N. M. (2003). Factors influencing successful brand extensions. Journal of Marketing Management, 19(7-8), 781-806.

Herr, P. M., Farquhar, P. H., & Fazio, R. H. (1996). Impact of dominance and relatedness on brand extensions. Journal of Consumer Psychology, 5(2), 135-159.

Higgins, E. T. (1997). Promotion and prevention experiences: relating emotions to nonemotional motivational states. Handbook of Affect and Social Cognition, Erlbaum, Mahwah, NJ, 186-211.

Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280-1230.

Higgins, E. T. (1998). Promotion and prevention: regulatory focus as a motivational principle. Advances in Experimental Social Psychology, Academic Press, New York, NY, 30, 1-46.

Higgins, E. T. (2002). How self-regulation creates distinct values: test of promotion and prevention decision making. Journal of Consumer Psychology, 12, 177-191.

Higgins, E. T., James, S., & Ronald, S. F. (1997). Emotional responses to goal attainment: strength of regulatory focus as moderator. Journal of Personality and Social Psychology, 72(3), 515-512.

Higgins, E. T., Ronald, S. F., Robert, E. H., Chen, L. I., Ozlem, N. A., & Amy, T. (2001). Achievement orientations from subjective histories of success: promotion pride versus prevention pride. European Journal of Social Psychology, 31(1), 3-23.

Higgins, E. T., & Spiegel, S. (2004). Promotion and prevention strategies for self-regulation: A motivated cognition perspective. Handbook of self-regulation: Research, theory and applications, 171-187.

Homer, P. M. (1990). The mediating role of attitude toward the ad: some additional evidence. Journal of Marketing Research, 27(2), 78-86.

Hong, S., & Wyer, R. S. (1989). Effects of country of origin and product attribute information on product evaluation: an information processing perspective. Journal of Consumer Research, 16(2), 175-185.

Hong, S.-T., & Wyer, R. S. (1990). Determinants of product evaluation: effects of the time interval between knowledge of a product’s country of origin and information about its specific attributes. Journal of Consumer Research, 17, 277-288.

Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141-148.

Hulland, J. S. (1999). The effect of country-of-brand and brand name on product evaluation and consideration: a cross-country comparison. Journal of International Consumer Marketing, 11(1), 23-40.

Insch, G. S., & McBride, J. B. (2004). The impact of country-of-origin cues on consumer perceptions of product quality: a binational test of the decomposed country-of-origin construct. Journal of Business Research, 57, 256-265.

Ittersum, K. V., Candel, M. J. J. M., & Meulenberg, M. T. G. (2003). The influence of the image of a product's region of origin on product evaluation. Journal of Business Research, 56(3), 215-226.

Janda, S., & Rao, C. P. (1997). The effect of country-of-origin related stereotypes and personal beliefs on product evaluation. Psychology and Marketing, 14(7), 689-702.

Johansson, J. K., & Nebenzahl, I. D. (1986). Multinational production: effect on brand value. Journal of International Business Studies, 17, 101-126.

Johansson, J. K., Ronkainnen, I. A., & Czinkota, M. R. (1994). Negative country-of-origin effects: the case of Russia. Journal of International Business Studies, 25, 157-176.

Johnston, R. (1998). The effect of intensity of dissatisfaction of complaining behavior. Journal of Consumer Satisfaction, 11, 69-77.

Kapferer, J. N. (1997). Strategic brand management (2nd ed.). London: Kogan Page.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.

Keller, K. L. (1998). Strategic brand management: building, measuring, and managing brand equity. Upper Saddle River, NJ: Prentice-Hall.

Keller, K. L. (2002). Branding and brand equity. Cambridge: Marketing Science Institute.

Keller, K. L. (2003). Strategic brand management: building, measuring, and managing brand equity, 2nd ed. Prentice-Hall, New York, NY.

Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29, 35-50.

Keller, P. A. (2006). Refulatory focus and efficacy of health messages. Journal of Consumer Research, 33(1), 109-114.

Kim, P. (1990). A perspective on brands. Journal of Consumer Marketing, 7(4), 63-67.

Kinra, N. (2006). The effect of country-of-origin on foreign brand names in the Indian market. Marketing Intelligence & Planning, 24(1), 15-30.

Knight, G. A., & Calantone, R. J. (2000). A flexible model of consumer country-of-origin perceptions. International Marketing Review, 17(2), 127-145.

Kotler, P., & Gertner, D. (2002). Country as brand, product and beyond: a place marketing and brand management perspective. Journal of Brand Management, 9, 249-261.

Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115.

Leclerc, F., Schmitt, B. H., & Dube, L. (1994). Foreign branding and its effects on product perceptions and attitudes. Journal of Marketing Research, 31, 263-271.

Lee, C. W., Suh, Y., & Moon, B.-J. (2001). Product-country images: the roles of country-of-origin and country-of-target in consumers’ prototype product evaluations. Journal of International Consumer Marketing, 13(3).

Lei, J., Pruppers, R., Ouwersloot, H., & Lemmink, J. (2004). Service intensiveness and brand extension evaluations. Journal of Service Research, 6(3), 243-255.

Li, Z. G., Fu, S., & Murray, W. L. (1997). Country and product images: the perceptions of consumers in the People's Republic of China. Journal of International Consumer Marketing, 10(1-2), 115-138.

Liberman, N., Idson, L. C., Camacho, C. J., & Higgins, E. T. (2001). Promotion and prevention focus on alternative hypotheses: implications for attribution functions. Journal of Personality and Social Psychology, 80, 5-18.

Liberman, N., Idson, L. C., Camacho, S. J., & Higgins, E. T. (1999). Promotion and prevention choices between stability and change. Journal of Personality and Social Psychology, 77, 1135-1145.

Liefeld, J. P. (1993). Experiments on country-of-origin effects: review and meta-analysis of effect size. International Business Press, New York, 117-156.

Lockwood, P., Jordan, C. H., & Kunda, Z. (2002). Motivation by positive or negative role models: regulatory focus determines who will best inspire us. Journal of Personality and Social Psychology, 83(4), 854-864.

Loken, B., & John, R. D. (1993). Diluting brand beliefs: when do brand extensions have a negative impact? Journal of Marketing, 57 (July), 71-84.

MacInnis, D. J., & Nakamoto, K. (1991). Examining factors that influence the perceived goodness of brand extensions. Working Paper, University of Arizona.

MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: a test of competing explanations. Journal of Marketing Research, 23(2), 130-143.

Maheswaran, D. (1994). COO as a stereotype: effects of consumer expertise and attribute strength on product evaluations. Journal of Consumer Research, 21(2), 354-365.

Manrai, L. A., Lascu, D.-N., & Manrai, A. K. (1998). Interactive effects of country of origin and product category on product evaluations. International Business Review, 7, 591-615.

Marketing (UK). (2003). Premium extensions are proving to be the most promising FMCG launches, as manufacturers look to counteract retailers’ price cuts. Marketing (UK).

Martin, A. (2007). U.S.-made toys benefit from China's troubles. The NewYork Times.

Martin, I. M., & Eroglu, S. (1993). Measuring a multi-dimensional construct: country image. Journal of Business Research, 28(3), 191-210.

Martinez, E., & Chernatony, L. d. (2004). The effect of brand extension strategies upon brand image. Journal of Consumer Marketing, 21, 39-50.

Martinez, E., Montaner, T., & Pina, J. M. (2009). Brand extension feedback: The role of advertising. Journal of Business Research, 62, 305-313.

Martinez, E., Polo, Y., & Chernatony, L. d. (2008). Effect of brand extension strategies on brand image: a comparative study of the UK and Spanish markets. International Marketing Review, 25, 107-137.

Messaris, P. (1997). Visual Persuasion: The role of image in advertisin. London: SAGE.

Milberg, S. J., Park, C. W., & McCarthy, M. S. (1997). Managing negative feedback effects associated with brand extensions: the impact of alternative branding strategies. Journal of Consumer Psychology, 6(2), 119-140.

Milewicz, J., & Herbig, P. (1994). Evaluating the brand extension decision using a model of reputation building. Journal of Product & Brand Management, 3(1), 39-47.

Miller, A. K., & Markman, K. D. (2007). Depression, regulatory focus, and motivation. Personality and Individual Differences, 43, 427-436.

Miniard, P. W., Bhatla, S., & Rose, R. L. (1990). On the information and relationship of ad and brand attitudes: An experimental and casual analysis. Journal of Marketing Research, 27(3), 290-303.

MINTEL. (2002). Sportswear retailing. from www.mintel.com

Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising on brand attitudes? Journal of Marketing Research, 18(August), 318-332.

Mitchell, V.-W. (1999). Consumer Perceived Risk: Conceptualisations and models. European Journal of Marketing, 33.

Monroe, K. B. (1990). Pricing: Making Profitable Decisions. McGraw-Hill, New York, NY.

Mowen, J. C. (2002). Consumer behavior. New York: McMillan Publishing Company.

Mumel, D. (1999). Vedenje porabnikov. Ekonomsko poslovna Fakulteta, University of Maribor, Maribor.

Muroma, M., & Saari, H. (1996). Fit as a determinant of success. Marketing for Expanding Europe, Proceedings of the 25th Annual Conference of the European Marketing Academy, 1959-1963.

Murphy, P. E., & Enis, B. M. (1986). Classifying products strategically. Journal of Marketing, 50, 24-42.

Nadeau, J., Heslop, L. A., Norm, R. O., & Luk, P. (2008). Destination in a country image context. Annual of Tourism Research, 35(1), 84-106.

Naumann, E., & Jackson, D. W. (1999). One more time: how do you satisfy customers? Business Horizons, May-June 71-76.

Nebenzahl, I. D., Jaffe, E., D. , & Lampert, S. I. (1997). Toward a theory of country image effect on product evaluation. Management International Review, 37(1), 27-49.

Nebenzahl, I. D., Jaffe, E. D., & Usunier, J. C. (2003). Personifying country of origin research. Management International Review, 43(4), 383-406.

Nes, E. B., & Bilkey, W. J. (1993). A multi-cue test of country-of-origin theory. International Business Press, New York, NY, 179-185.

Nijssen, E., Schaepman, K., & Sloot, L. (1996). Managers evaluations of brand extensions. Marketing for Expanding Europe, Proceedings of the 25th Annual Conference of the European Marketing Academy, 1965-1969.

Nilson, T. H. (1992). Value-added marketing. McGraw-Hill, London.

Nunnally, J. C. (1978). Pshychometric theory. New York: McGraw-Hill.

Nyer, P. U. (1999). Cathartic complaining as a means of reducing consumer dissatisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 12, 15-25.

Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42, 43-53.

Oliver, R. L. (1996). Satisfaction: A behavioral perspective on the consumer. MaGraw-Hill, New York, NY.

Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. McGraw Hill, New York, NY.

Ozsomer, A., & Cavusgil, S. T. (1991). Country-of-origin effects on product evaluations: a sequel to Bilkey and Nes review. American Marketing Association, Chicago, 2, 269-277.

Papadopoulos, N. (1993). What product and country images are and are not. International Business Press, New York, NY, 3-38.

Papadopoulos, N., & Heslop, L. A. (2002). Country equity and country branding: problems and prospects. Journal of Brand Management, 9(4-5), 294-314.

Papadopoulos, N., & Heslop, L. A. (2003). Country equity and product-country images: State-of-the-art in research and implications. Handbook of Research in International Marketing, Jain Subhash C. ed. Northampton, Cheltenham: Edward Elgar, 402-433.

Papadopoulos, N., Heslop, L. A., & IKON, R. G. (2000). A cross-national and longitudinal study of product-country images with a focus on the U.S. and Japan. Cambridge: Marketing Science Institute, 1-67.

Papadopoulos, N., Marshall, J., & Heslop, L. (1988). Strategic implications of product and country images: a modeling approach. Proceedings of the European Society for Opinion and Marketing Research, Amsterdam.

Pappu, R., Quester, P. G., & Cooksey, R. W. (2006). Consumer-based brand equity and country-of-origin relationships: some empirical evidence. European Journal of Marketing, 40(5/6), 696-717.

Pappu, R., Quester, P. G., & Cooksey, R. W. (2007). Country image and consumer-based brand equity: relationship and implications for international marketing. Journal of International Business Studies, 38(5), 726-745.

Parameswaran, R. R., & Pisharodi, M. (2002). Assimilation effects in country image research. International Marketing Review, 19(3), 259-278.

Park, C. W., Milberg, S., & Lawson, R. (1991). Evaluation of brand extensions: the role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18, 185-193.

Park, J., & Kim, K. (2002). Acceptance of brand extensions: Interactive influence of product category similarity, typicality of claimed benefits, and brand relationship quality. Advances in Consumer Research, 29, 190-198.

Pecotich, A., Pressley, M., & Roth, D. (1996). The impact of ethnocentrism on the origin effect in the service sector. Journal of Retailing and Consumer Services, 12(4), 213-224.

Pecotich, A., & Ward, S. (2007). Global branding, country of origin and expertise: an experimental evaluation. International Marketing Review, 24(3), 271-296.

Peterson, R. A., & Jolibert, A. J. P. (1995). A meta-analysis of countryof-origin effects. Journal of International Business Studies, 26(4), 883-899.

Phang, L. (2004). Consumer evaluations of brand extensions: can B2B brands be extended into the consumer market? Master thesis, Faculty of Economics and Business Administration, Maastricht University, Maastricht.

Pitta, D. A., & Katsansi, L. P. (1995). How advertising slogans can prime evaluations of brand extensions: further empirical results. Journal of Product & Brand Management, 7(8), 497-508.

Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.

Pura, M. (2005). Linking perceived value and loyalty in location-based mobile services. Managing Service Quality, 15(6), 509-538.

Reddy, S. K., Holak, S. L., & Bhat, S. (1994). To extend or not to extend: Success determinants of line extensions. Journal of Marketing Research, 31, 243-262.

Rindfleisch, A., & Crockett, D. X. (1999). Cigarette smoking and perceived risk: a multidimensional investigation. Journal of Public Policy Marketing, 18(2), 159-171.

Roedder, J. D., Loken, B., & Joiner, C. (1998). The negative impact of extensions: can flagship products be diluted. Journal of Marketing, 62(1), 19-32.

Roth, K. P., & Diamantopoulos, A. (2009). Advancing the country image construct. Journal of Business Research, 62, 726-740.

Roth, M. S., & Romeo, J. B. (1992). Matching product category and country image perceptions: a framework for managing country-of-origin effects. Journal of International Business Studies, 23(3), 477-497.

Ryu, K., Han, H., & Jang, S. S. (2009). Relationships among Hedonic and Utilitarian Values, Satisfaction and Behavioral Intentions in the Fast-Casual Restaurant Industry. Emerald Group Publishing Limited.

Samiee, S. (1994). Customer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579-604.

Sharp, B., & Sharp, A. (1997). Loyalty programs and their impact on repeat-purchase loyalty patterns. International Journal of Research in Marketing, 14, 473-486.

Sheinin, D. A., & Schmitt, B. H. (1994). Extending brands with new product concepts: the role of category attribute congruity, brand affect, and brand breadth. Journal of Business Research 31, 1-10.

Shimp, A. T., & Bearden, W. O. (1982). Warranty and other extrinsic cue effects on consumers' risk perceptions. Journal of Consumer Research, 9, 38-46.

Simpson, P. M., Horton, S., & Brown, G. (1996). Male nudity in advertisements: A modified replication and extension of gender and product effects. Journal of the Academy of Marketing Science, 24(3), 257-262.

Slater, S. F., & Narver, J. C. (2000). Intelligence generation and superior customer value. Journal of the Academy of Marketing Science, 28(1), 120-128.

Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(3), 356-372.

Smith, D. C., & Andrews, J. (1995). Rethinking the effect of perceived fit on consumers’ evaluations of new products. Journal of the Academy of Marketing Science, 23(1), 4-14.

Snoj, B., Korda, A. P., & Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of Product & Brand Management, 13, 156-167.

Sternthal, B., Tybout, A. M., & Calder, B. J. (1994). Experimental design: generalization and theoretical explanation. Principle of marketing research, In Richard P. Bagozzi (Ed.), Cambridge: Blackwell Publishing.

Stren, P., & Hammond, K. (2004). The relationship between customer loyalty and purchase incidence. Marketing Letters, 15(1), 5-19.

Sullivan, M. W. (1992). Brand extensions when to use them. Management Science, 38(6), 793-806.

Sunde, L., & Brodie, R. J. (1993). Consumer evaluations of brand extensions: further empirical results. International Journal of Research in Marketing, 10, 47-53.

Supphellen, M., Eismann, O., & Hem, L. (2004). Can advertisements for brand extensions revitalize flagship products? International Journal of Advertising, 23(2), 173-196.

Supphellen, M., & Rittenburg, T. L. (2001). Consumer ethnocentrism: when foreign products are better. Psychology and Marketing, 18(9), 907-927.

Szymanski, D. M., & Henard, D. H. (2001). Customer satisfaction: a meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), 16-35.

Tarkiainen, A., & Sundqvist, S. (2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11), 808-822.

Tauber, E. M. (1981). Brand franchise extension: new product benefits from existing brand names. Business Horizons, 24(2), 36-41.

Tauber, E. M. (1988). Brand leverage: strategy for growth in a cost control world. Journal of Advertising Research, 26-30.

Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: implications for relationship marketing. Journal of Marketing, 62(2), 60-76.

Taylor, V. A., & Bearden, W. O. (2003). Ad spending on brand extensions: does similarity matter? Journal of Brand Management, 11(1), 63-74.

Teng, L., Laroche, M., & Zhu, H. (2007). The effects of multiple-ads and multiple-brands on consumer attitude and purchase behavior. Journal of Consumer Marketing, 24(1), 27-35.

Thakor, M. V., & Lavack, A. M. (2003). Effect of perceived brand origin associations on consumer perceptions of quality. Journal of Product & Brand Management, 12(6), 394-407.

The Economist. (1990). Brand stretching can be fun and dangerous. The Economist, 105-106.

Thorbjornsen, H. (2005). Brand extensions: brand concept congruency and feedback effects revisited. Journal of Product & Brand Management, 14(4), 250-257.

Thorelli, H., Lim, J., & Ye, J. (1989). Relative importance of country of origin warranty and retail store image on product evaluations. International Marketing Review, 6(1), 35-46.

Tseng, H.-C., & Kang, L.-M. (2008). How does regulatory focus affect uncertainty towards organizational change? Leadership & Organization Development Journal, 29(8), 713-731.

Ulaga, W., & Chacour, S. (2001). Measuring customerperceived value in business markets. Industrial Marketing Management, 30, 525-540.

Urbany, J. E., Bearden, W. O., & Weilbaker, D. C. (1988). The effect of plausible and exaggerated reference prices on consumer perceptions and price search. Journal of Consumer Research, 15, 95-110.

Usunier, J. C. (1996). Marketing across cultures. London: Prentice-Hall.

van Riel, A., Lemmink, J., & Ouwersloot, H. (2001). Consumer evaluations of service brand extensions. Journal of Service Research, 3(3), 220-231.

Vazquez, R., del Rio, A. B., & Iglesias, V. (2002). Consumer-based brand equity: development and validation of a measurement instrument. Journal of Marketing Management, 18, 27-48.

Vence, D. L. (2007). Marketers ready for shoppers with a renewed yen for American-made goods. Marketing News, 41(19), 12-15.

Verlegh, P. W. J. (2001). Country-of-origin effects on consumer product evaluations. Unpublished Phd Dissertation, Wageningen, the Netherlands: Wageningen University.

Verlegh, P. W. J., & Steenkamp, J.-B. E. M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20, 521-546.

Verlegh, P. W. J., Steenkamp, J.-B. E. M., & Meulenberg, M. T. G. (2005). Country-of-origin effects in consumer processing of advertising claims. International Journal of Research in Marketing, 22, 127-139.

Volckner, F., & Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing, 70(April), 18-34.

Volckner, F., & Sattler, H. (2007). Empirical generalizability of consumer evaluations of brand extensions. International Journal of Research in Marketing, 24, 149-162.

Wall, M., Liefeld, J. P., & Heslop, L. A. (1991). Impact of country-of-origin cues and patriotic appeals on consumer judgements: covariance analysis. Journal of the Academy of Marketing Sciences, 19(2), 105-113.

Wilkie, W. L. (1986). Consumer Research.Wiley, New York, NY.

Wong, C. Y., Polonsky, M. J., & Garma, R. (2008). The impact of consumer ethnocentrism and country of origin sub-components for high involvement products on young Chinese consumers’product assessments. Asia Pacific Journal of Marketing and Logistics, 20(4), 455-478.

Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.

Woodruff, R. B., & Gardial, F. S. (1996). Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction. Blackwell Publishers, Cambridge.

Woodruff, R. B., Schumann, D. W., & Gardial, S. F. (1993). Understanding value and satisfaction from the customer’s point of view. Survey of Business, 29(1), 33-41.

Wright, R. E., Perkins, D., Alston, S., Heitzig, S., Meyer-Smith, J., & Palmer, J. C. (1996). Effects of dissatisfying experiences on repatronage intentions and negative word-of-mouth behavior of university students. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 9, 221-228.

Wu, C., & Yen, Y.-C. (2007). How the strength of parent brand associations influence the interaction effects of brand breadth and product similarity with brand extension evaluations. Journal of Product & Brand Management, 16(5), 334-341.

Wu, S.-I., & Lo, C.-L. (2009). The influence of core-brand attitude and consumer perception on purchase intention towards extended product. Asia Pacific Journal of Marketing and Logistics, 21(1), 174-194.

Yague, M. J., Gomez, M., & Jimenez, A. I. (1994). Factores determinantes en la Evaluacio´n de la Extensio´n de Marca. ESIC Market 85, 135-144.

Yasin, N. M., Noor, M. N., & Mohamad, O. (2007). Does image of country-of-origin Matter to Brand Equity? Journal of Product & Brand Management, 16(1), 38-48.

Yeo, J., & Park, J. (2006). Effects of parent-extension similarity and self regulatory focus on evaluations of brand extensions. Journal of Consumer Psychology, 16(3), 272-282.

Yeung, C. W. M., & Wyer, R. S. (2005). Does loving a brand mean loving its products?: the role of brand-elicited affect in brand extension evaluations. Journal of MArketing Research, 42, 495-506.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.