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Brand‐country of origin (COO) knowledge and COO image: investigation in an emerging franchise market

Audhesh K. Paswan (Department of Marketing, College of Business Administration, University of North Texas, Denton, Texas, USA)
Dheeraj Sharma (Department of Marketing, College of Business Administration, University of North Texas, Denton, Texas, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 May 2004

8495

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

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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