Search results

1 – 10 of over 1000
Open Access
Article
Publication date: 8 November 2023

Stephen 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…

1613

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.

Details

Journal of Product & Brand Management, vol. 33 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 10 February 2022

Talat Islam and Mawra Hussain

Country of origin is a well-studied topic for developed countries that have a favourable image. However, how country of origin image affects the consumers of an emerging country…

4081

Abstract

Purpose

Country of origin is a well-studied topic for developed countries that have a favourable image. However, how country of origin image affects the consumers of an emerging country on a frontier market with high uncertainty avoidance still needs to be shed light. Therefore, this study investigated the relationship of country of origin image with consumer purchase intention through consumer uncertainty. The study further explored the conditional effect of brand image between country of origin and consumer uncertainty.

Design/methodology/approach

The data for this study was collected from 400 Pakistani consumers. As this study assessed purchase intentions and consumer uncertainty related to high technology products of China, therefore, the consumers of the Huawei brand were selected.

Findings

The findings revealed a negative influence of country of origin image on consumer purchase intentions both directly and indirectly through consumer uncertainty. Furthermore, the positive brand image of high tech products was found to moderate the effect of country of origin image on consumer uncertainty.

Originality/value

This study is the first of its kind that explores the intervening role of consumer uncertainty between country of origin image and consumer purchase intention in an emerging market. In addition, the study highlights the importance of strong brand image as it buffers consumer uncertainty because of stereotypes.

Details

International Journal of Emerging Markets, vol. 18 no. 11
Type: Research Article
ISSN: 1746-8809

Keywords

Open Access
Article
Publication date: 12 January 2024

Francisco Javier Blanco-Encomienda, Shuo Chen and David Molina-Muñoz

Due to the intense rivalry in the smartphone market, manufacturers of mobile phones are becoming increasingly interested in knowing the factors that influence consumers' purchase…

1162

Abstract

Purpose

Due to the intense rivalry in the smartphone market, manufacturers of mobile phones are becoming increasingly interested in knowing the factors that influence consumers' purchase intention. This paper aims to examine the effect of country-of-origin image, brand image and attitude towards the brand on the purchase intention of smartphone users.

Design/methodology/approach

An empirical study was performed based on the information gathered from smartphone users. The structural equation modeling (SEM) technique was applied to examine the hypotheses.

Findings

The authors found that brand image and attitude towards the brand significantly influence consumer purchase intention. Additionally, there is an indirect effect even when the nation of origin image does not directly influence the consumer's purchase intention. Indeed, brand image and attitude towards the brand act as a mediator between the country-of-origin image and purchase intention.

Originality/value

This study presents a conceptual model on the impact of country-of-origin image on the propensity of consumers to buy smartphones in a field where little research has been done. The investigation offers a consumer-focused analysis regarding the country-of-origin image. This suggests a significant shift from the current strategy, which is frequently centered on the viewpoint of the companies.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 19 May 2023

A. Jajang W. Mahri, Juliana Juliana, Hilda Monoarfa, Amelia Putri Rohepi and Rizuwan Karim

The purpose of this study shows the effect of the value of country of origin and brand image on the purchasing decision of South Korean skincare with halal product knowledge as a…

2018

Abstract

Purpose

The purpose of this study shows the effect of the value of country of origin and brand image on the purchasing decision of South Korean skincare with halal product knowledge as a moderator variable.

Design/methodology/approach

The research method used is descriptive quantitative by analyzing the responses to questionnaires distributed to 212 respondents from all over Indonesia. Based on previous research, four hypotheses were built, and the collected data were processed using a path analysis tool through the SmartPLS 3.3.3 application.

Findings

The results showed that the country of origin and brand image variables had a significant effect on the purchasing decision of South Korean skincare with halal product knowledge as a moderator variable. Meanwhile, the halal product knowledge variable does not moderate the influence of country of origin and brand image on South Korean skincare purchasing decisions. This finding confirms that the halal product knowledge factor has not been sufficient to strengthen the influence of country of origin and brand image on South Korean skincare purchasing decisions.

Practical implications

To increase knowledge about Muslim halal in South Korea’s skincare purchasing decisions, the role of halal assurance institutions and South Korean and Indonesian skincare manufacturers is needed in optimizing halal certification and international agreements related to halal guarantees. In addition, halal cosmetics business actors in Indonesia and Korea must increase halal awareness of the products they sell through brand image and halal product knowledge so that they can convince and encourage Muslim consumers in making decisions to buy South Korean skincare in Indonesia.

Originality/value

To the best of the authors’ knowledge, this study is the first to test country of origin and brand image on the decision to purchase South Korean skincare with halal product knowledge as a moderator variable. This study succeeded in revealing the strengths and weaknesses of the value of country of origin and brand image in influencing the purchasing decisions of South Korean skincare in Indonesia.

Details

Journal of Islamic Marketing, vol. 15 no. 1
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 23 August 2023

HaeJin Seo, Xiyuan Liu and Tae Ho Song

Brand crisis has become an increasingly common phenomenon recently. While corporate social responsibility (CSR) plays a role in mitigating the negative consequences of brand…

Abstract

Purpose

Brand crisis has become an increasingly common phenomenon recently. While corporate social responsibility (CSR) plays a role in mitigating the negative consequences of brand crisis, it is not always effective, especially for foreign companies. Therefore, this study aims to investigate the differential effects of CSR on brand crisis, considering the impact of country of origin and consumer ethnocentrism.

Design/methodology/approach

This study used a 2 (country of origins: domestic vs foreign) × 2 (consumer ethnocentrism: high vs low) × 2 (CSR: before vs after related information is presented) between-subjects experiment to simulate a brand crisis. A fictional WeChat Moment posting was used as a stimulus. Data from 210 Chinese respondents were analyzed.

Findings

When consumer ethnocentrism is high, the impact of CSR on consumer attitude toward the company undergoing a crisis was greater for domestic than for foreign companies. Conversely, for consumers with low ethnocentrism, the effectiveness of CSR in attenuating the negative impact of the brand crisis (i.e. the insurance-like effect of CSR) was insignificant across domestic and foreign companies.

Originality/value

This study extends the prior literature and clarifies the unclear results of previous studies on the effect of CSR on brand crisis by examining the impact of country of origin and consumer ethnocentrism. Novel insights into the insurance-like effect of CSR in brand crises were obtained.

Details

Chinese Management Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-614X

Keywords

Article
Publication date: 25 September 2023

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.

Details

International Marketing Review, vol. 40 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 23 March 2022

Xiaoxuan Zhai and Xiaowen Tian

This paper extends the institution theory to examine the relationship between high-performance work system (HPWS) and organizational performance (OP), and analyzes how country of…

Abstract

Purpose

This paper extends the institution theory to examine the relationship between high-performance work system (HPWS) and organizational performance (OP), and analyzes how country of origin interacts with performance measures and industrial affiliation in moderating the HPWS–OP relationship.

Design/methodology/approach

The paper collects data of 60,142 firms and establishments in 252 studies published up to December 2021 and employs meta-analysis techniques to test hypotheses on the role of country of origin in moderating the HPWS–OP relationship in conjunction with performance measures and industrial affiliation.

Findings

The paper finds that, firstly, there is a positive relationship between HPWS and OP, but the relationship is much stronger in developing than advanced countries. Secondly, the relationship is stronger when OP is measured in operational than financial term in both developing and advanced countries, but the moderating effect of performance measures is stronger in developing than advanced countries. Thirdly, the relationship is stronger in service than manufacturing industries in developing countries, but no such variation is found in advanced countries.

Originality/value

The study for the first time unveils the important role of country of origin in interacting with performance measures and industry affiliation to condition the HPWS–OP relationship, and provides a coherent explanation based on institutional theory. The study sheds fresh light on the HPWS–OP relationship, and has important implications for managers.

Details

Personnel Review, vol. 52 no. 4
Type: Research Article
ISSN: 0048-3486

Keywords

Article
Publication date: 1 July 2021

Rafael Barreiros Porto, Paula Borges Gomes Akitaya and Denise Santos Oliveira

The purpose of this study is to investigate whether the internationalization characteristics of companies from an emerging market (internationalized company stage and presence of…

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.

Details

International Journal of Emerging Markets, vol. 18 no. 8
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 23 November 2023

Carla Oliveira-Silva, Andreia Soares-Semedo and Beatriz Lopez-Bermudez

When graduates cannot get a job in their field of study, they have to consider alternative scenarios: extending studies while waiting for labor market conditions to improve;…

Abstract

Purpose

When graduates cannot get a job in their field of study, they have to consider alternative scenarios: extending studies while waiting for labor market conditions to improve; continuing looking for a qualified job; accepting a less qualified job; creating their own business; change their country of residence, which in the case of foreign citizens living in Portugal may involve new emigration or return to the country of origin.

Design/methodology/approach

An online survey was conducted with 108 foreign graduates, unemployed, 47 of whom already hold Portuguese nationality. They were asked about their country of origin, nationality, graduation, field of education, previous jobs, unemployment and alternatives to face it.

Findings

The results suggest that the main options considered are extending studies, continuing to seek skilled employment or a second migration. The desire to return to the country varies according to gender and, in some cases, the country of origin.

Originality/value

There are no studies available on the possibilities for foreign recent graduate students in terms of their choices between entering the labor market or pursuing further education.

Details

Journal of Entrepreneurship and Public Policy, vol. 13 no. 1
Type: Research Article
ISSN: 2045-2101

Keywords

Open Access
Article
Publication date: 4 June 2020

Beth Armstrong and Christian Reynolds

Background: The COVID-19 pandemic has impacted global food systems and consumer eating habits. The current study explores how country of origin and ethical status information…

Abstract

Background: The COVID-19 pandemic has impacted global food systems and consumer eating habits. The current study explores how country of origin and ethical status information impacts attitudes toward food.

Methods: A within-subjects survey design explored how perceptions of food safety/risk, animal welfare, deliciousness, purchase intention, energy density, carbon footprint of three foods (chicken, pasta, apples) are influenced by country of origin and ethical status information (UK, EU, China, USA, Fairtrade, Organic). Data were collected from 701 UK-based participants using an online survey from the 25-30th March, following the UK lockdown (23 March 2020).

Results: Perceptions of food safety, animal welfare, purchase intention, deliciousness and carbon footprint are influenced by origin and ethical status information. Chicken from the USA and China is perceived to be higher risk and have lower animal welfare standards. Apples from the USA and China are perceived to be higher risk. Pasta from China is perceived to be higher risk. Energy density estimations are not influenced by origin and ethical status information.

Conclusions: Consumer perceptions are influenced by country of origin and ethical information; foods from China are perceived least favourably, followed by foods from the USA; foods from the UK, EU, Organic or Fairtrade are perceived more favourably. The impact of origin and ethical information varies by food type with the perception of some foods appearing less susceptible to influence. These findings have implications for post COVID-19 (and post Brexit) food system, trade policy and public trust, and highlight the need for communication of food safety.

Details

Emerald Open Research, vol. 1 no. 6
Type: Research Article
ISSN: 2631-3952

Keywords

1 – 10 of over 1000