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Conceptualizing the country of origin of brand
Journal of Marketing Communications, 2000With the globalization of international trade, consumers today are faced with a proliferation of products with multicountry affiliations (hybrid products). As such it is likely that the country of origin of manufacture of a hybrid product is no longer the most important determinant in the evaluation of brand image and product quality.
Ian Phau, Gerard Prendergast
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2006
The past few decades have seen many Asian countries embrace market capitalism and open their economies to foreign participation and influence. There has been a considerable increase in the number of global companies setting up shops in Asia. With exotic locales, unique cultures and sun-kissed beaches, tourism has become one of the booming industries in
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The past few decades have seen many Asian countries embrace market capitalism and open their economies to foreign participation and influence. There has been a considerable increase in the number of global companies setting up shops in Asia. With exotic locales, unique cultures and sun-kissed beaches, tourism has become one of the booming industries in
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Measurement of the Country of Origin of the Brand of Branding and Brand Loyalty
Management, 2022openaire +1 more source
Country branding as a way to increase country’s international importance and the brand of Estonia
2016The aim of this thesis is to study how a small state can increase its influence in the international relations by branding itself. The thesis is studying the case of Estonia and analyses Estonia’s brand’s reach in the United Kingdom and Germany through two large events taking place in Estonia – Tallinn Music Week and Tallinn Black Nights Film Festival.
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Country and Brand Stereotypes as Drivers of Brand Evaluations
2019This study investigates how country and brand stereotypes drive purchase intention by generating more positive cognitive and affective responses toward the brand. Drawing on the stereotype content model (SCM), we show that the two stereotypes are interlinked in a chain fashion, whereby country stereotypes drive brand stereotypes which, in turn ...
Szöcs, Ilona +4 more
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The FutureBrand Country Brand Index
2011Brands of any kind typically have two dimensions — the promise they make and the way they are perceived by consumers; that is, they build reputation. Good country brand management is fundamentally about ensuring that there is no gap between the two. The FutureBrand Country Brand Index is designed to measure perceptions of country brand strength across ...
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Consumer‐based brand equity and country‐of‐origin relationships
European Journal of Marketing, 2006Ravi Pappu +2 more
exaly