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Article
Publication date: 13 September 2011

Hsiang‐Ming Lee and Ching‐Chi Lee

This study aims to examine the country‐of‐origin's impact on consumer purchase behavior post‐acquisition, especially when the acquirer‐dominant business is afflicted by a…

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3410

Abstract

Purpose

This study aims to examine the country‐of‐origin's impact on consumer purchase behavior post‐acquisition, especially when the acquirer‐dominant business is afflicted by a low country‐of‐origin image and the acquired business enjoys a high country‐of‐origin image. This study also aims to examine brand redeployment strategy impacts on consumer purchase intentions.

Design/methodology/approach

Data are collected from an online questionnaire in Taiwan. A total of 325 usable questionnaires are returned. Data analysis is conducted using regress analysis and ANOVA.

Findings

These results indicate that general country attributes and general product attributes have a positive effect on purchase intentions. In addition, general product attributes play a mediating role between general country attributes and purchase intentions. These results further show that target‐dominant redeployment strategy is the most powerful to purchase intentions. A company which wants to use M&A to increase market share must seriously consider general country attributes, general product attributes and brand redeployment strategy because these three constructs affect purchase intentions, and consequently maintain consumer loyalty and attract new customers.

Originality/value

There were seldom studies which investigated country‐of‐image effect and M&A from marketing perspective. The major contributions of the study were investigating consumers' perception of the effects on country‐of‐origin image and the redeployment strategy on an acquired brand.

Details

Journal of Consumer Marketing, vol. 28 no. 6
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 18 May 2010

Shawn T. Thelen, Earl D. Honeycutt and Thomas P. Murphy

The purpose of this paper is to determine if consumers exhibit a country of service origin preference and to understand what service quality attributes consumers perceive…

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3864

Abstract

Purpose

The purpose of this paper is to determine if consumers exhibit a country of service origin preference and to understand what service quality attributes consumers perceive to be most important when receiving services that originate from abroad.

Design/methodology/approach

Respondents rated their perception of service quality, measured through an expanded version of the SERVQUAL scale considered appropriate for offshore service encounters, for various countries popular for providing offshore services to the USA. Countries, selected from the A.T. Kearney Offshore Location Attractiveness Index, represented various regions of the world, economic development, cultural distance, and near/offshore locations.

Findings

Results, from both regional and national studies, indicate that US citizens possess a country of service origin (COSO) hierarchy based on perceived service quality. Communication, security, and reliability are the most important service quality attributes for consumers when receiving an off‐shored service. Significant differences were identified among countries for each of these service quality attributes.

Practical implications

The findings suggest that firms need to be aware of consumer attitudes and perceptions about countries considered attractive for offshoring. The most preferred countries to consumers for services offshoring are not necessarily the ones with the highest skilled labor, lowest cost, or geographic closeness to the home country.

Originality/value

The paper extends the concept of country of origin (COO) to services and expands the current knowledge base of consumer opinions about services offshoring.

Details

Managing Service Quality: An International Journal, vol. 20 no. 3
Type: Research Article
ISSN: 0960-4529

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Article
Publication date: 1 June 2002

Ravi Parameswaran and R. Mohan Pisharodi

The effects of acculturation and assimilation are significant parts of consumer research. However, a void exists in cross‐cultural research with a near‐absence of…

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3584

Abstract

The effects of acculturation and assimilation are significant parts of consumer research. However, a void exists in cross‐cultural research with a near‐absence of assimilation studies involving country‐of‐origin (CO) images. The current study fills this void by examining the extent of assimilation of host country CO stereotypes. CO stereotypes are examined for immigrants, first generation and more rooted citizens. The results of confirmatory factor analysis of CO perceptions regarding two different products from two different source countries endorse the potential value of assimilation/acculturation as a segmentation dimension. Our findings also indicate that the assimilation process is more gradual than can be expected based on the melting‐pot theory.

Details

International Marketing Review, vol. 19 no. 3
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 April 2006

Yungwook Kim

The purpose of this study is to investigate dissimilar effects of the country image on consumers' brand image and purchase intention by differently perceived nationality groups.

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6257

Abstract

Purpose

The purpose of this study is to investigate dissimilar effects of the country image on consumers' brand image and purchase intention by differently perceived nationality groups.

Design/methodology/approach

One Korean manufacturer, Samsung, is chosen to verify the proposed hypotheses. A survey was conducted with 328 participants in a Midwest City of the USA. The sampling was purposive. The participant was screened through age and the interest on buying electronic goods. The research approach was empirical.

Findings

Country image did not showcase any significant impact on brand image and purchase intention. Participants who thought Samsung a Japanese brand did not possess better brand image or purchase intention for the Samsung product compared to participants who knew the right nationality of South Korea. Also the Korea group did perform much better in purchase intention than the Taiwan group.

Practical implications

This result indicates that positively identifying the country‐product image may be a better strategy than obscuring the country image in case of South Korea and other developing countries.

Originality/value

This paper fills the gap between country‐of‐origin image and consumers' decision making in the context of obscured country image. This result indicates that country image can work more constructively when the nationality of the product is identified accurately.

Details

Corporate Communications: An International Journal, vol. 11 no. 2
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 1 July 2011

Wonjun Chung and Chang Wan Woo

This study investigated whether the 2008 summer Olympic Games improved the country image of China among foreign consumers. It examined the extent to which the changed…

Abstract

This study investigated whether the 2008 summer Olympic Games improved the country image of China among foreign consumers. It examined the extent to which the changed country image contributed to its product image. A quasi-experimental research design was used, with surveys taken two months before and two months after the event. The results showed that hosting the Olympics significantly improved the country image of China but did not affect the image of its products in a positive way.

Details

International Journal of Sports Marketing and Sponsorship, vol. 12 no. 4
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 August 1997

Nikolaos Papavassiliou and Vlasis Stathakopoulos

In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. However, the…

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27840

Abstract

In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. However, the decision whether to standardize or not cannot be considered a dichotomous one. Develops a comprehensive framework to capture the relevant factors that determine the selection of the appropriate international advertising strategies and tactics. More specifically, first identifies three broad sets of factors (“local”, “firm” and “intrinsic”) which influence international advertising decisions. Then proposes that the standardization and adaptation of international advertising strategies represent the polar ends of a continuum of transitional stages. Finally, discusses the ways and the degree to which international advertising strategies can be adapted to different situations.

Details

European Journal of Marketing, vol. 31 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 December 2002

George Balabanis, Rene Mueller and T.C. Melewar

By using a core element of culture, human values, the paper seeks to identify patterns in the way individuals perceive other countries and their products. Based on the…

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4565

Abstract

By using a core element of culture, human values, the paper seeks to identify patterns in the way individuals perceive other countries and their products. Based on the above a conceptual framework and a set of hypotheses were developed. Variables such as direct contact with a country, fluency in a country’s language as well as demographic differences are included as control variables. Results indicated that human values can predict better country of origin images than other variables. However, the predictive ability of different human values was inconsistent across the two samples, suggesting that the context within which values are developed is important.

Details

International Marketing Review, vol. 19 no. 6
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 11 November 2014

Aybeniz Akdeniz Ar and Ali Kara

The purpose of this study is to explore the country of production (COP) image, trust and quality perceptions of Turkish consumers for well-known global brands that are…

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3298

Abstract

Purpose

The purpose of this study is to explore the country of production (COP) image, trust and quality perceptions of Turkish consumers for well-known global brands that are produced in China.

Design/methodology/approach

Using the mall-intercept survey method from the 17 largest cities in Turkey, 3,373 consumers were interviewed about their thoughts on the COP images, trust and quality perceptions of well-known global brands.

Findings

Study findings show that the COP had a significant negative effect on brand image, brand trust and perceived quality of the global brands when consumers learned that China was the COP. Product type also influenced the intensity of the negative perceptions. Quality perceptions, image and trust were found to be highly correlated with purchase intentions.

Research limitations/implications

Consumers’ levels of involvement with the products used in this study might be different in different countries. Different variables (such as lifestyles and personality) could provide additional explanation for the strength of the relationships identified between the COP information and quality perceptions. Global brands with different brand strength levels could be evaluated differently by the consumers.

Practical implications

When a consumer product is manufactured in a country with unfavorable perceptions, well-known or recognized brands are not immune to the negative influences of the COP effect on brand image, quality and purchase intentions.

Originality/value

The study used large-scale representative data collected from consumers in the actual shopping environment and examined the influence of the COP on perceived quality and purchase intentions of global brands in an emerging market.

Details

Journal of Product & Brand Management, vol. 23 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 May 2004

Audhesh K. Paswan and Dheeraj Sharma

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…

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8235

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.

Details

Journal of Product & Brand Management, vol. 13 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Content available
Article
Publication date: 15 June 2020

Milena Micevski, Adamantios Diamantopoulos and Jennifer Erdbrügger

This paper aims to draw from the stereotype content model (SCM) to investigate the mediating role of country-triggered emotions on the relationship between country

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2574

Abstract

Purpose

This paper aims to draw from the stereotype content model (SCM) to investigate the mediating role of country-triggered emotions on the relationship between country stereotypes and intentions to visit a country as well as the boundary conditions under which such mediation occurs.

Design/methodology/approach

Two-hundred and eighty-three consumers participated in a between-subjects, Web-based study conducted in Hungary. Participants were randomly exposed to one out of six countries that are among the most popular tourist destinations for Hungarian consumers. Moderated-mediation analysis was performed to test the research hypotheses.

Findings

Country stereotypes of competence and warmth positively influence country-related emotions of admiration which, subsequently, transfer to consumer intentions to visit the focal country as a tourism destination. This mediation is moderated by consumers’ extraversion, such that intentions to visit are greater for highly extraverted consumers.

Research limitations/implications

Policymakers should take into consideration both the country stereotype and related emotions triggered by this stereotype when developing and promoting the country destination brand. Practitioners should also consider extraversion as a potential personality-based segmentation and targeting variable when communicating a country as a destination brand.

Originality/value

This study delineates the link between country stereotype and affective responses to this stereotype, thus further adding to our understanding of the role that emotions play in determining tourism behavior. It also highlights the role of the personality trait of extraversion as a moderating influence on the stereotype-emotions-visit intentions link.

Details

Journal of Product & Brand Management, vol. 30 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

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