Brand‐country of origin (COO) knowledge and COO image: investigation in an emerging franchise market
Abstract
This study investigates the relationship between accuracy of brand‐country of origin (COO) knowledge and COO image, in a franchising context. Accuracy of brand‐COO knowledge is found to be positively related to COO image. Inaccurate brand‐COO knowledge leads to a confusing and somewhat negative image about COO. In addition, antecedents to the brand‐COO knowledge are also investigated. Factors such as social class, education and travel abroad positively influence brand‐COO knowledge. This investigation, conducted in an emerging market, holds interesting research and managerial implications, especially for multinational franchisors.
Keywords
Citation
Paswan, A.K. and Sharma, D. (2004), "Brand‐country of origin (COO) knowledge and COO image: investigation in an emerging franchise market", Journal of Product & Brand Management, Vol. 13 No. 3, pp. 144-155. https://doi.org/10.1108/10610420410538041
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited