Bridging Disciplinary Perspectives of Country Image Reputation, Brand, and Identity PDF Download

Author: Diana Ingenhoff
Publisher: Routledge
ISBN: 135198442X
Category : Language Arts & Disciplines
Languages : en
Pages : 335

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Book Description
Country image and related constructs, such as country reputation, brand, and identity, have been subjects of debate in fields such as marketing, psychology, sociology, communication, and political science. This volume provides an overview of current scholarship, places related research interests across disciplines in a common context, and illustrates connections among the constructs. Discussing how different scholarly perspectives can be applied to answer a broad range of related research questions, this volume aims to contribute to the emergence of a more theoretical, open, and interdisciplinary study of country image, reputation, brand, and identity.

Author: Alexander Buhmann
Publisher: Springer
ISBN: 3658154071
Category : Language Arts & Disciplines
Languages : en
Pages : 156

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Book Description
Alexander Buhmann develops a new model for measuring the constitution and effects of country images by combining well-established concepts from national identity theory and attitude theory with a recent model from reputation management. The model is operationalized and tested in two surveys. Results show how different cognitive and affective dimensions of the country image affect each other and ultimately lead to the facilitation of behavioral intentions. The book introduces a theory-grounded approach to clarify the dimensionality of the country image. It is the first to operationalize and test the dimensions of the country image by combining formative and reflective measures in a mixed-specified model.

Author: Eugene D. Jaffe
Publisher: Copenhagen Business School Press
ISBN:
Category : Brand choice
Languages : en
Pages : 194

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Book Description
This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for managerial action, making it a usful resource for students of International Marketing, International Business and Consumer Behaviour as well as for international marketing managers, industry leaders and government officials. Subjects covered include: Consumers' perception of countries as sources for brands and products; how to utilize country try image by the firm; how to manage national promotion campaigns of country image; country of origin labeling requirements; the use of the made-in label as a trade barrier; and the future role of brand and country images in the age of eCommerce. Eugene D. Jaffe is Professor and Israel D. Nebenzahl is Associate Professor, both at the Graduate School of Business Administration, Bar-Ilan University, Israel.

Author: Nicolas Papadopoulos
Publisher: Routledge
ISBN: 1317953193
Category : Business & Economics
Languages : en
Pages : 504

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Book Description
This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. Thousands of companies use country identifiers as part of their international marketing strategy, and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers' and buyers' decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. Product-Country Images is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic.

Author: G. Bertoli
Publisher: Edward Elgar Publishing
ISBN: 1781955611
Category : Business & Economics
Languages : en
Pages : 225

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Book Description
'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book helps to push the made-in research agenda forward at the same time as it provides practitioners with new ideas they can apply to their brands.' – Nicolas Papadopoulos, Carleton University, Canada The country of origin of goods and services can have positive or negative effect on customers' intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; 'made-in topics' in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts. This original work will prove to be a valuable resource for students and researchers of international marketing and strategy as well as policy makers.

Author: Simon Anholt
Publisher: Springer
ISBN: 0230627722
Category : Business & Economics
Languages : en
Pages : 146

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Book Description
Ever since Simon Anholt coined the phrase 'Nation Branding, there has been more and more interest in the idea that countries, cities and regions can build their brand images. This authoritative book considers how commercial brand management can really be applied to places and shows how places can build and sustain their competitive identity.

Author: Isaac Cheah
Publisher: Routledge
ISBN: 0429535651
Category : Business & Economics
Languages : en
Pages : 132

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Book Description
This book evaluates Country of Origin (COO) research from new critical perspectives, providing insights on how COO shapes both consumer behaviour and business trends, and how marketers can overcome or take advantage of COO in their strategies. The contributors explore a variety of strategies for utilising Country of Origin, including how country image can influence market entry positioning strategies, and how brand heritage can be utilised as a communication tool. There is also a study of what percentage of online products require COO identification, and whether this percentage correlates to customer satisfaction. Several contributors look at consumers’ preference for food in relation to COO and authenticity, and further chapters explore the impact of consumer identification with a nation on how they evaluate brands. As Country of Origin is increasingly evaluated by consumers and used by marketers to safeguard locally-owned products, this book will be of interest to those studying the relationship between country-authentic brands and their promotion in the global marketplace. This book was originally published as a special issue of the Journal of Promotion Management.

Author: Hongjoo Woo
Publisher:
ISBN:
Category : Brand choice
Languages : en
Pages : 222

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Book Description
"Country image refers to the holistic image that consumers harbor toward a particular country. Traditionally, one brand was thought to possess a single country image; an Italian brand would theoretically be owned by an Italian company and manufacture its products in Italy. However, due to increasingly common practices of cross-border merger and acquisition (M & A) and offshoring practices, most brands today can have multiple country images for a single branded item, which include the decomposed labels of country-of-brand origin (COB), country-of-company (COC), and country-of-manufacturing (COM). Due to cross-border M & A and offshoring, the COC or COM can shift from its home country to another country in two different directions: downward (a high fashion image country 2!a low fashion image country) and upward (a low fashion image country 2!a high fashion image country). When consumers are exposed to the information that the COC or COM of a brand actually differs from its COB, what reactions will appear in consumers' minds? How do such reactions affect consumers' brand evaluations? Do such effects differ between luxury brands and mass market brands or between the downward and upward shifts of country images? To address these questions, this study examined the effects of discrepancies in country image on consumers' perceived brand credibility and prestige in the fashion industry context, examining both luxury and mass market brands and both downward and upward scenarios of M & A/offshoring. The moderating role of consumers' clothing product involvement was also tested. Using research gained from literature review, a total of twenty hypotheses (H1a-H9h) were developed based upon two specific theories. Festinger's (1957) cognitive dissonance theory suggests that when consumers encounter discrepancies in country image, they will modify their brand evaluations to liberate themselves from the resulting cognitive dissonance. Homans's (1958) social exchange theory suggests that the impact of discrepant country images, however, would be significant for luxury brands but not for mass market brands, due to consumers' differing levels of input with regard to each brand purchase. For hypotheses testing, 426 college students were randomly assigned to one of the four experimental studies (Study 1 - Study 4), which collectively manipulated eight scenarios: luxury/mass market brand (2) x downward/upward (2) x M & A/offshoring cases (2). Italy and China were selected to represent high and low fashion image countries respectively, and the images of four fictitious brands (Italian/Chinese luxury/mass market brands) were developed through pre-tests and used in the experiments. In the experiments, changes in the participants' perceived brand credibility and prestige before and after the manipulation of the scenarios were examined using repeated-measure ANOVA. The results of the data analyses provided support for six of the twenty hypotheses. The downward shifts in the COC/COM manipulated by M & A and offshoring scenarios significantly decreased the brand credibility and prestige of luxury brands (H1a, H1b, H5a, H5b supported). However, the downward shifts in the COC/COM also decreased mass market brands' credibility, thus refuting H3 and H7. The upward shifts of the COC/COM through M & A and offshoring did not significantly increase brand credibility and prestige, neither for luxury brands (H2a, H2b, H6a, H6b not supported) nor for mass market brands (H4 and H8 supported). Consumers' clothing product involvement did not exhibit a significant moderating effect in the experiments (H9a-H9h not supported). These findings suggest that consumers generally act in negative ways toward downward shifts in country image, regardless of brand tiers. Moreover, upward shifts in country image--for instance, the acquisition by a foreign company from a high fashion image country or the manufacturing of products in a high fashion image country--cannot by themselves improve the original image of brands from a low fashion image country, regardless of brand tiers. These patterns were common to all consumers, with no significant difference based on their individual involvement with clothes. These findings provide empirical evidence regarding whether cognitive dissonance theory or social exchange theory can explain the phenomena of country image effects. In addition, these findings fill gaps in the country image literature by examining the impact of country image shifts in both downward and upward directions, while also comparing the impact across brand tiers by focusing on brand-level outcomes (i.e., brand credibility and prestige). It also suggests managerial implications, such as the development of communication strategies for fashion brands that minimize downward shifts in country image. Limitations for the study and suggestions for future studies are also discussed."--Abstract from author supplied metadata.

Author: T. Moilanen
Publisher: Springer
ISBN: 0230584594
Category : Business & Economics
Languages : en
Pages : 212

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Book Description
Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.

Author: Guido Mihm
Publisher: diplom.de
ISBN: 3836606925
Category : Business & Economics
Languages : en
Pages : 114

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Book Description
Inhaltsangabe:Abstract: Consumers have significantly different country images or general perceptions about products made in different countries. Consumers use country image in product evaluation because they often are unable to detect the true quality of a country's products before purchase. Extensive research on the impact of country of origin on buyers evaluations of products has been reported in international marketing literature. This study concerns the German beer industry: threatened by imported 'impure' beer, facing a declining and very competitive domestic market many small and medium sized enterprises are beginning to take exporting as an option into consideration. The question is how German beer is perceived in the UK and whether the country image should be utilised in the promotion of new product offerings. The first part of this dissertation provides an overview of the country of origin (COO) literature by compiling and discussing findings regarding the way it operates, the factors influencing value and magnitude, and limitations of previous studies. The market attractiveness of the UK beer market was assessed and compared to the situation of the German market. The primary research of the second part consists mainly of a consumer based attitudinal survey. The sample was restricted to 18-36 years old premium beer drinkers. For this sample COO has only a minor direct influence on the purchase decision. COO should, nevertheless, be communicated because it is likely to have an influence on the quality perception of beer and foreign origin is a prerequisite for being seen as a premium beer. German beer is perceived as being superior in terms of quality and taste. That is one factor contributing to the attractiveness of the UK market. The market is also attractive in terms of size and future growth. The marketing mix should be consistent with a differentiation strategy of a premium beer. A country image dimension might be part of a unique brand image. Inhaltsverzeichnis:Table of Contents: Introduction and Objectives1 1.1Introduction1 1.2The need for information2 1.3Research objectives and information needs3 1.4Organisation of this report3 Literature Review5 2.1Introduction5 2.2The Effect of Country-of-Origin6 2.2.1Country-of-Origin as an Extrinsic Information Cue6 2.2.2Halo and Summary Construct8 2.2.3Country image as a multidimensional construct9 2.3Factors Impinging on Value/Direction and Magnitude of COO [...]