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1 – 10 of over 53000Stephen Oduro, Alessandro De Nisco and Luca Petruzzellis
This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and…
Abstract
Purpose
This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and relative influence on consumer brand evaluations; and identify the contextual and methodological factors that account for between-study variance in the focal relationship.
Design/methodology/approach
A random-effects model was used to examine 166 empirical articles encompassing 499,563 observations, and 282 effect sizes from 1984 to 2020 using Comprehensive Meta-Analysis software.
Findings
Results show that country-of-origin image has a positive, moderate effect on consumer brand evaluations. Moreover, findings reveal that each dimension of country-of-origin image – general country image, general product country image, specific product country image and partitioned country image – significantly influences consumer brand evaluation, but the effect of general product country image is the largest. What’s more, the aggregate impacts of country-of-origin image on consumer brand evaluation – brand commitment, brand-specific associations and general brand impressions – show that the effect on brand commitment is the largest. Finally, findings show that contextual factors (brand source, product sector, culture [individualism vs collectivism], brand origin continents and respondents’ continent) and methodological factors (cues, sampling unit, publication year and sample size) significantly account for between-study variance.
Originality/value
This study provides the first meta-analytic review of the relationship between country-of-origin image and consumer brand evaluation to help clarify mixed findings and balance out the literature, which has only seen quantitative reviews on product evaluation and purchase decisions.
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Jiaye Ge, Myung-Soo Jo and Emine Sarigollu
This study aims to examine how cultural tightness at the national level and individual level influences consumer attitudes toward a brand's wrongdoing depending on the brand's…
Abstract
Purpose
This study aims to examine how cultural tightness at the national level and individual level influences consumer attitudes toward a brand's wrongdoing depending on the brand's country of origin and severity of the transgression.
Design/methodology/approach
Employing data from two tight-culture countries (China and South Korea) and a loose-culture country (the USA), two experiments were conducted to examine the proposed hypotheses.
Findings
The authors found that although consumers across cultures universally punish strong (vs weak) transgressions more severely, consumers in a tight-culture country, China, are more forgiving of a local (vs foreign) brand in both strong and weak transgression conditions, and forgiveness is higher for the strong transgression. Moreover, this buffering effect observed for Chinese consumers is stronger for those with high personal cultural tightness in the strong transgression condition. However, it emerges only in the weak transgression condition for South Korea, another tight-culture country. As hypothesized, no buffering effect for a local brand was found in a loose-culture country, the USA. Consumers from a loose culture assess transgression severity independently, and the punishment is harsher for strong transgressions than for weak transgressions.
Originality/value
This study fills a research gap by revealing that consumers from tight (vs loose) cultures would react differently to brands following a transgression depending on the brand's country of origin. It provides implications by examining how national-level and individual-level cultural tightness jointly affect post-transgression attitudes. It also presents a more nuanced perspective that the local brand's buffering effect is contingent on the degree of tightness and severity of transgression, even in similar culturally tight countries.
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Naeem Akhtar, Huda Khan, Umar Iqbal Siddiqi, Tahir Islam and Iva Atanassova
Consumer animosity in the wake of Russia–Ukraine war has gained significance in consumer behavior research. In this line, this study aims to examine the critical influence of…
Abstract
Purpose
Consumer animosity in the wake of Russia–Ukraine war has gained significance in consumer behavior research. In this line, this study aims to examine the critical influence of consumer animosity in developing brand attitude and its ensuing outcomes – brand boycott behavior and brand-country image – the moderating role of perceived intrusiveness on the relationship between consumer animosity and brand attitude and the moderating role of altruism between brand attitude and behavioral outcomes.
Design/methodology/approach
Using the data obtained from 411 European consumers, data analysis was performed using structural equation modeling to examine the proposed relationships.
Findings
The findings revealed a strong negative influence of consumer animosity on brand attitude, which eventually leads to brand boycott behavior and a negative brand-country image. This work also confirmed the boundary condition of perceived intrusiveness on the effect of consumers’ animosity on brand attitude. Furthermore, the authors validated the moderating effects of altruistic behavior on the relationships between brand attitude and boycott behavior and brand-country image.
Research limitations/implications
This study offers theoretical, practical and policy implications in international marketing domain. The authors acknowledged a few shortcomings and made some recommendations for future research.
Originality/value
In the context of the Russian–Ukraine war, this study creates a novel conceptual framework based on consumer animosity. In the current scenario, provide critical perspective on how European customers’ animosity to Russian brands develops their adverse attitudes. This study also highlighted the alternatives to Russian brands when they were boycotted during the Russia–Ukraine war.
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Marzanna Katarzyna Witek-Hajduk and Anna Grudecka
The objective of the study is to identify both reasons for ignoring and for paying attention to the country of origin (COO) by consumers when choosing brands of durable goods.
Abstract
Purpose
The objective of the study is to identify both reasons for ignoring and for paying attention to the country of origin (COO) by consumers when choosing brands of durable goods.
Design/methodology/approach
In this paper a qualitative approach was applied, i.e. 25 in-depth semistructured interviews with Polish consumers of durable goods purposively selected out of those who had previously participated in a quantitative survey conducted by the authors.
Findings
Among the reasons for paying attention to the COO when choosing brands of durable goods, cognitive (rational), affective (emotional) and normative factors have been identified, while among the reasons for ignoring the COO by consumers, the authors identified only cognitive (rational) and affective (emotional) factors.
Research limitations/implications
The conclusions can be applied by brand managers, e.g. when making decisions whether and why to communicate COO dimensions.
Originality/value
This paper contributes to the international marketing literature as it develops a deeper insight into consumer behavior with reference to the consumers’ reasons for paying attention to and ignoring the COO, with very little published on the latter in particular. Furthermore, it is one of still relatively few qualitative studies conducted so far on COO taking a perspective of a consumer, especially the one from an emerging market from the European Union (EU).
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Timo Mandler, Fabian Bartsch, Tinka Krüger, Kyung Ae Kim and C. Min Han
This research investigates if perceived brand globalness (PBG) can help mitigate the adverse effects of consumer animosity on brand evaluations and purchase intentions.
Abstract
Purpose
This research investigates if perceived brand globalness (PBG) can help mitigate the adverse effects of consumer animosity on brand evaluations and purchase intentions.
Design/methodology/approach
The authors analyze survey data from Chinese consumers (N = 395) and South Korean consumers (N = 420) using multi-group structural equation modeling. In both countries, the authors use Japanese products as stimuli, ensuring high comparability levels between the studies.
Findings
The authors empirically demonstrate that PBG can mitigate the negative consequences of consumer animosity by weakening the spillover effect between product–country image and brand evaluations. However, the authors find the mitigating effect of PBG only in China, not in South Korea.
Originality/value
By highlighting PBG's role as an actionable moderator that firms can manipulate to attenuate the negative consequences of consumer animosity toward a brand's country of origin, this work adds to the much-needed debate about how animosity-induced effects can be mitigated in times of global conflicts and tensions.
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George Balabanis and Aleksandra Karpova
This paper aims to examine whether brands derive their personalities from their culture of origin, the stereotypes about their cultures of their origin or the cultures of their…
Abstract
Purpose
This paper aims to examine whether brands derive their personalities from their culture of origin, the stereotypes about their cultures of their origin or the cultures of their buyers. It also examines which of a culture’s personality traits are more transmittable to brand personalities (BPs), as well as the consequences of the BP resemblance to the personalities of the brand’s culture of origin and consumers’ culture on BP’s clarity and consumer attachment to the brand.
Design/methodology/approach
Hypotheses were developed and tested on survey data from a sample figure of 1,116 US consumers of luxury brands on 23 luxury brands originating from France, the USA, Britain, Italy and Germany. Trait by trait and personality profile analyses were performed using hierarchical model analysis (linear mixed effects models) and Cattell’s (1969) pattern similarity coefficient.
Findings
The culture of a brand’s origin accounts for differences of different brands personalities. The personality profiles of a country’s brands are distinct from the BP profiles of brands from other countries. The conscientiousness trait of a culture is the most transmittable to BPs. BPs derive their characteristics from stereotypes of a culture’s personality than the actual personality of the culture. The assimilation of a brand’s personality to consumer’s culture is not supported. The similarity of a BP to both real and stereotypical personality of the culture of the brand’s origin enhance perceived clarity of the BP.
Research limitations/implications
The study’s focus is limited to established luxury brands coming from countries that are the traditional producers of luxuries. Empirical evidence also comes only from American consumers of luxury brands. New luxury brands from countries that have recently emerged as luxury producers need to be included.
Practical implications
Brands retain a significant space to differentiate their personalities beyond the influence of their culture of origin on BPs. With the exception of conscientiousness, personality traits of culture are not automatically inherited or transmitted to the brands. Cultural stereotypes find their way into BPs easier than real personality traits and managers should focus on them. BP matching with the personality of a culture is a good way for managers to increase the perceived clarity of their brands’ personality.
Originality/value
To the best of the authors’ knowledge, this study is the first to examine the culture’s influence on BP using a compatible to the BP construct cultural framework, McCrae and Terracciano’s (2005a) personality of a culture framework. Three cultural meaning transfer processes are examined (cultural inheritance, cultural stereotyping and acculturation to the consumer’s culture) within the same study from a trait-by-trait and a configurational (i.e. personality profile) perspective. The consequences of BP similarity to the brand’s culture of origin as well as consumer’s culture on the BP’s appeal are also assessed.
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Wioleta Kucharska, Karol Flisikowski and Ilenia Confente
Brand positioning based on the brand’s country of origin is at the centre of attention in international marketing. It is evident that global brands constitute critical intangible…
Abstract
Purpose
Brand positioning based on the brand’s country of origin is at the centre of attention in international marketing. It is evident that global brands constitute critical intangible assets for businesses and places. However, it is not clear how they contribute to national economies. This paper aims to discuss the significance of brands as contributing to the value of their companies but also helping to leverage national economies. Although global brands can be produced and purchased in multiple countries, their influence on the economy of the country where their owner’s seat is located can be more meaningful than in other economies included in the “global factory”.
Design/methodology/approach
Based on 500 Brandirectory, the Most Valuable Global Brands 2011-2015 rankings powered by Brand Finance, the authors observed a spatial-economic autocorrelation which exemplifies the potential interdependency between gross domestic product (GDP) and brand value. This relationship has become a starting point for designing a spatial regression model.
Findings
The findings support the hypothesis that assumptive spatial dependencies have a significant influence on the examined relationship of brand value and GDP.
Originality/value
The presented study is the first to examine the potential interdependence between brand values and GDP of the countries of origin using a dynamic spatial approach.
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Adamantios Diamantopoulos, Ilona Szőcs, Arnd Florack, Živa Kolbl and Martin Egger
Drawing on the stereotype content model (SCM), the authors investigate the stereotype content transfer (in terms of warmth and competence) from country to brand and the…
Abstract
Purpose
Drawing on the stereotype content model (SCM), the authors investigate the stereotype content transfer (in terms of warmth and competence) from country to brand and the simultaneous impact of these two stereotypes on consumer responses toward brands.
Design/methodology/approach
The authors test a structural equation model conceptualizing brand stereotypes as full mediators between country stereotypes and consumer outcomes. In addition, in a moderated mediation analysis, the authors investigate the role of brand typicality and utilitarianism/hedonism in potentially moderating the country to brand stereotype content transfer.
Findings
Country warmth and competence, respectively, impact brand warmth and competence, thus confirming the hypothesized stereotype content transfer. This transfer is found to be robust and not contingent on brands' perceived typicality of their country of origin. However, brands' utilitarian nature amplifies the positive impact of country competence on brand competence. Finally, brand stereotypes fully mediate the impact of country stereotypes on consumers' brand attitudes and behavioral intentions.
Originality/value
The authors provide the first empirical attempt that (1) explicitly differentiates between consumers' stereotypical perceptions of countries and stereotypical perceptions of brands from these countries, (2) empirically examines the transfer of stereotypical dimensions of different targets (i.e. country to brand), (3) explores boundary conditions for such transfer and (4) simultaneously considers the impact of both kinds of stereotypes on managerially relevant consumer outcomes.
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Israel D. Nebenzahl and Eugene D. Jaffe
States that few studies have attempted to measure the joint effect of brand and country images, or the dimensions of these images, on consumer evaluation of global products…
Abstract
States that few studies have attempted to measure the joint effect of brand and country images, or the dimensions of these images, on consumer evaluation of global products. Suggests a methodology for defining product value by consumers’ perception of brand and country image dimensions when sourced internationally. Brand‐country image profiles were factor analysed to provide dimensions of each brand‐country combination. Shows that consumer perception of product value changes, evidenced by brand‐country dimensions, as production is sourced internationally, and suggests a modified marketing strategy.
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Fabiana Gondim Mariutti, Mirna de Lima Medeiros and Daniel Buarque
The purpose of this paper is to investigate Brazilian residents’ internal perspectives in terms of their satisfaction with the country. The paper identifies the convergences and…
Abstract
Purpose
The purpose of this paper is to investigate Brazilian residents’ internal perspectives in terms of their satisfaction with the country. The paper identifies the convergences and divergences among factors related to the reputation of Brazil.
Design/methodology/approach
Residents’ perceptions were investigated by combining measurement scales based on previous studies in the literature; thus, a survey of 236 Brazilian citizens was employed, followed by exploratory factor analysis.
Findings
Two factors related to country reputation were identified. Factor 1, residents’ perceptions related to their overall satisfaction with Brazil, shows that Brazilians like and respect the country yet have low levels of trust – this dimension involves place attachment because of its emotional influences. Factor 2, representing residents’ perceptions of Brazil’s reputation abroad, shows that Brazilians think the country has a moderately positive image but not a desirable and good reputation abroad – these results indicate the need for improvements through governmental efforts.
Research limitations/implications
As this study opted for a comprehensive sample and not for a stratified sample, it was not possible to explore specific aspects regarding each region (Midwest, North, Northeast, Southeast and South) of the country. This type of detail could be interesting due to Brazil’s diversity. To identify destination-branding opportunities, further study should investigate Brazilian regions or cities from the residents’ point of view.
Practical implications
Interdisciplinary debate is encouraged among scholars, consultants, businesses and government authorities involved on the reputation of a country.
Social implications
Showing how the population feels about the country may offer ways of thinking about how to improve the satisfaction of these “ambassadors” of the brand Brazil, which could have impacts in the foreign perceptions about Brazil.
Originality/value
This study contributes to the understanding of country reputation by exploring residents’ perceptions and roles related to their satisfaction and attachment to Brazil.
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