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12
Brands as Signals: a Cross- Country Validation Study
- Journal of Marketing
, 2006
"... This article tests how well the information economics view of brand equity explains consumer brand choice in countries that represent different cultural dimensions. In this empirical analysis, the authors use survey and exper- ..."
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Cited by 26 (0 self)
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This article tests how well the information economics view of brand equity explains consumer brand choice in countries that represent different cultural dimensions. In this empirical analysis, the authors use survey and exper-
Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement
- Journal of International Consumer Marketing
, 1995
"... Permanent Link: The attached document may provide the author's accepted version of a published work. See Citation for details of the published work. 1 ..."
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Permanent Link: The attached document may provide the author's accepted version of a published work. See Citation for details of the published work. 1
and
, 2000
"... School of Economics, and the Ruben Rausing Foundaion for their financial support of this project. We would also like to thank participants of the IIB seminar series, the ..."
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School of Economics, and the Ruben Rausing Foundaion for their financial support of this project. We would also like to thank participants of the IIB seminar series, the
MARKET COMPETITIVENESS AMONG MAJOR INDUSTRIALIZED COUNTRIES IN SAUDI ARABIA: THE COUNTRY-OF-ORIGIN EFFECT ON FOREIGN PRODUCT EVALUATION
"... This paper examines consumers ' attitudes toward products and associated marketing practices of major ..."
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This paper examines consumers ' attitudes toward products and associated marketing practices of major
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"... Tourism research has had a long focus on travel destination image (TDI) as an important aspect of tourism marketing and strategy, while marketing research has extensively tapped country-of-origin image (COI) to understand con-sumer behavior and guide export marketing. Traditionally, these two resear ..."
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Tourism research has had a long focus on travel destination image (TDI) as an important aspect of tourism marketing and strategy, while marketing research has extensively tapped country-of-origin image (COI) to understand con-sumer behavior and guide export marketing. Traditionally, these two research streams have developed independently, but some recent studies have begun exploring a potential relationship between the two concepts, TDI and COI (Mossberg and Kleppe 2005; Zhou, Murray, and Zhang 2002). However, these studies typically conceptualize COI as the image of a product’s country of origin and aim to deter-mine potential buyers ’ reactions to signals from countries where they are not resident. Using the term product-country image to mean the same as COI, Elliot, Papadopoulos, and Kim’s (2010) recent review concluded comprehensively that
in Emerging and Mature Markets
"... Consumers differ in the way their minds and hearts respond to marketing communication. Recent research has quantified effectiveness criteria of mindset metrics, such as brand consideration and liking, in the purchase process for a mature market. This paper develops and illustrates our conceptual fra ..."
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Consumers differ in the way their minds and hearts respond to marketing communication. Recent research has quantified effectiveness criteria of mindset metrics, such as brand consideration and liking, in the purchase process for a mature market. This paper develops and illustrates our conceptual framework of how mindset effectiveness differs between an emerging market and a mature market. We propose that the responsiveness, stickiness and sales conversion of mindset metrics depend on the regulative, cultural and economic systems that provide structure to society. In particular, we focus on regulative protection, collectivism and income. First, we propose that a lack of regulative protection leads consumers to be more attentive to, and thus more aware of, marketing communication. Second, we propose that consumers living in a collectivist culture are less responsive to advertising in their consideration and liking of the advertised brand. Finally, we propose that lower income among consumers reduces the sales conversion of brand liking. We examine our predictions empirically with data for the same brands during the same time period in Brazil and the United Kingdom. First, we find that brand liking has a higher
Reprints and permission:
"... Tourism research has had a long focus on travel destination image (TDI) as an important aspect of tourism marketing and strategy, while marketing research has extensively tapped country-of-origin image (COI) to understand con-sumer behavior and guide export marketing. Traditionally, these two resear ..."
Abstract
- Add to MetaCart
Tourism research has had a long focus on travel destination image (TDI) as an important aspect of tourism marketing and strategy, while marketing research has extensively tapped country-of-origin image (COI) to understand con-sumer behavior and guide export marketing. Traditionally, these two research streams have developed independently, but some recent studies have begun exploring a potential relationship between the two concepts, TDI and COI (Mossberg and Kleppe 2005; Zhou, Murray, and Zhang 2002). However, these studies typically conceptualize COI as the image of a product’s country of origin and aim to deter-mine potential buyers ’ reactions to signals from countries where they are not resident. Using the term product-country image to mean the same as COI, Elliot, Papadopoulos, and Kim’s (2010) recent review concluded comprehensively that
