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Article
Publication date: 10 April 2017

Byeong-Joon Moon and Han-Mo Oh

The purpose of this paper is to provide an understanding of the country-of-origin (COO) effect on overseas distributors’ behaviour in international marketing channels…

Abstract

Purpose

The purpose of this paper is to provide an understanding of the country-of-origin (COO) effect on overseas distributors’ behaviour in international marketing channels. Integrating the theory of planned behaviour (TPB) and the concepts of country-induced biases, the current study develops an empirically testable model that explains and predicts overseas distributors’ behaviour in international marketing channels.

Design/methodology/approach

Hypotheses were tested using primary data stemmed from a survey of channel relationships between exporters and their overseas distributors. Data were collected from 103 distributors in the USA.

Findings

Empirical evidence shows that attitude towards foreign brands, social valuation of the origin of brands, and perceived behavioural control affect overseas distributors’ intention to place foreign brands. In addition, country-induced bias factors – buyer animosity and country-related affect to the origin of manufacture – are considered to be the antecedents of attitude towards foreign brands.

Research limitations/implications

Because this study adopted a cross-sectional design, the limitations of this method can be applied to the study. In addition, because of the research context, the results of the present research may lack generalizability. This manuscript, however, integrated the TPB and the concepts of country-induced biases and addressed the calls for research on the COO effects on overseas distributors’ decision in international marketing channels.

Practical implications

The manuscript suggests that to build positive attitudes towards foreign brands, a firm should focus on promotions through various media in international markets to lower animosity and the perceived risk to the origin of manufacture. In addition, firms with foreign brands need to identify and target a segment that feels comfortable about spending their resources on those brands. Finally, international marketers should focus on creating positive attitudes towards foreign brand goods and proper pricing strategies.

Originality/value

This manuscript fills the knowledge gap of the COO effect on organizational buyer behaviour in international marketing channels.

Details

International Marketing Review, vol. 34 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

Content available
Article
Publication date: 10 April 2017

Eunju Ko, Byeong-Joon Moon and Peter Magnusson

Abstract

Details

International Marketing Review, vol. 34 no. 2
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 14 September 2015

Byeong-Joon Moon, Lee W. Lee and Chang Hoon Oh

The purpose of this paper is to investigate the relationship among consumers’ corporate associations, consumer-corporate connection, and corporate brand loyalty, with a…

Abstract

Purpose

The purpose of this paper is to investigate the relationship among consumers’ corporate associations, consumer-corporate connection, and corporate brand loyalty, with a particular focus on the moderating role of national culture.

Design/methodology/approach

The conceptual framework is tested on American and South Korean subjects. Structural equation modeling is used to test the hypothesized framework.

Findings

The positive influence of corporate social responsibility (CSR) associations on social self-concept connection is stronger in collectivist than individualist culture, whereas the positive influence of personal self-concept connection on his/her loyalty to the corporate brand is stronger in individualist than collectivist culture.

Research limitations/implications

The study relied on participants’ memory about a product and a manufacturing company of a product. It is possible that their memories about the product and manufacturing company could be incomplete and be tainted by their satisfaction or dissatisfaction with a particular product they experienced rather than overall brand image of the company’s products.

Practical implications

Firms are advised to assess how customers of the target market across different national cultures perceive their CSR initiatives and corporate competences in deciding on the type of images and associations to invest and build, that is, either authentic CSR activities or product quality competence.

Originality/value

A substantiation of the moderating role of national culture on the impact of a consumer’s corporate associations on his/her self-concept connections as well as on the impact of self-concept connections on his/her corporate brand loyalty.

Content available
Article
Publication date: 14 September 2015

Pervez N. Ghauri, Byung Il Park and Chang Hoon Oh

Abstract

Details

International Marketing Review, vol. 32 no. 5
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 14 November 2016

Irene R.R. Lu, Louise A. Heslop, D. Roland Thomas and Ernest Kwan

Country image (CI) has been one of the most studied topics in international business, marketing, and consumer behaviour of the past five decades. Nevertheless, there has…

Abstract

Purpose

Country image (CI) has been one of the most studied topics in international business, marketing, and consumer behaviour of the past five decades. Nevertheless, there has been no critical assessment of this field of research. The purpose of this paper is to understand the status and evolution of CI research.

Design/methodology/approach

The authors review 554 articles published in academic journals over 35 years. The authors examine publication, authorship, and research procedure trends in these articles as an empirical and quantitative assessment of the field. The authors identify weaknesses and strengths, and the authors address disconcerting and encouraging trends.

Findings

The authors find a number of laudatory trends: CI research is becoming less US-centric, more theory driven, more sophisticated in methodology, evaluating more diverse product categories, and making use of multiple cue studies. There are, however, two major methodological concerns: poor replication and questionable generalizability of findings. The authors also noted the influence of CI articles has been decreasing, as well as their rate of publication in top tier journals.

Originality/value

Since the authors present data that reflect actual practices in the field and how such practices have changed across time, the authors believe the study is of substantial value to CI researchers, journal editors, and instructors whose curriculum includes CI. The critical assessment and subsequent recommendations are accordingly empirically justified.

Details

International Marketing Review, vol. 33 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

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