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Country of brand origin positioning and financial performance: effects on internationalized companies from an emerging market

Rafael Barreiros Porto (Postgraduate Programme in Management, Universidade de Brasilia, Brasilia, Brazil)
Paula Borges Gomes Akitaya (Faculty of Economics, Administration, Accounting and Public Policy Management, Universidade de Brasilia, Brasilia, Brazil)
Denise Santos Oliveira (Postgraduate Programme in Management, Universidade de Brasilia, Brasilia, Brazil)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 1 July 2021

Issue publication date: 11 August 2023

501

Abstract

Purpose

The purpose of this study is to investigate whether the internationalization characteristics of companies from an emerging market (internationalized company stage and presence of a sales subsidiary abroad) moderate the influence of country of brand origin positioning over the companies' financial performance.

Design/methodology/approach

The authors performed an ex-post-facto study of internationalized companies from Brazil spanning 16 years. Generalized estimating equations in panel data revealed the results with market share, return on assets (ROA) and Tobin's Q as dependent variables.

Findings

The result revealed that country of brand origin positioning is worth doing for internationalized companies from an emerging market, especially for multinationals with sales activity in the destination country. It positively affects all three financial metrics. For exporters, it is effective in increasing market share and returns on assets.

Practical implications

The research demonstrates the effectiveness of the image positioning of exporting and multinational companies that have internationalization initiatives and allocation of external sales activities.

Originality/value

In emerging markets, country of brand origin positioning is a branding strategy used by companies seeking to internationalize. This research shows that the contexts of the characteristics of internationalization strategies change the results, and therefore the need to be considered for testing the effectiveness of country-of-brand-origin positioning.

Keywords

Acknowledgements

This work was supported by the Foundation for Research Support of the Federal District -FAPDF [Process number: 0193.001530/2017] and the National Council for Scientific and Technological Development - CNPQ.

Citation

Porto, R.B., Gomes Akitaya, P.B. and Oliveira, D.S. (2023), "Country of brand origin positioning and financial performance: effects on internationalized companies from an emerging market", International Journal of Emerging Markets, Vol. 18 No. 8, pp. 1808-1826. https://doi.org/10.1108/IJOEM-11-2020-1423

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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