Facets of country image and brand equity: Revisiting the role of product categories in country-of-origin effect research

سال انتشار: 1396
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 337

فایل این مقاله در 14 صفحه با فرمت PDF و WORD قابل دریافت می باشد

استخراج به نرم افزارهای پژوهشی:

لینک ثابت به این مقاله:

شناسه ملی سند علمی:

ICMEM01_086

تاریخ نمایه سازی: 25 آذر 1396

چکیده مقاله:

The country-of-origin effect is a topic central to the field of international marketing. Country of origin has been found to exert a particularly potent effect on consumer evaluation in situations where there is a strong link between a country and a particular product category. The present study provides further insight into how this particular effect can be understood. Drawing on a novel conceptualization of how country image and product categories interact, this study tested the relative evaluative relevance of product category with respect to estimates of brand equity across a variety of product categories. The findings suggest that facets of a country’s image that are more closely related to the evaluation situation exert a greater influence on the evaluation of brands. This result encourages scholars as well as practitioners to re-evaluate which situations might cause the country of origin effect to hold managerial relevance and paves the way for new paths toward a more comprehensive understanding of the effect. Copyright © 2015 John Wiley & Sons, Ltd.

نویسندگان

MIKAEL ANDÉHN

School of Business, Aalto University, PO Box ۲۱۲۳۰, FI-۰۰۰۷۶ Aalto, Helsinki, Finland

FREDRIK NORDIN

Stockholm Business School, Stockholm University, Stockholm, SE-۱۰۶ ۹۱, Sweden

MATS E NILSSON

Department of Psychology, Stockholm University, Stockholm, SE-۱۰۶ ۹۱, Sweden