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Facets of country i...
Facets of country image and brand equity : Revisiting the role of product categories in country-of-origin effect research
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Andéhn, Mikael (författare)
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- Nordin, Fredrik, 1967- (författare)
- Stockholms universitet,Företagsekonomiska institutionen
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- Nilsson, Mats E. (författare)
- Stockholms universitet,Perception och psykofysik
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(creator_code:org_t)
- 2015-10-15
- 2016
- Engelska.
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Ingår i: Journal of Consumer Behaviour. - : Wiley. - 1472-0817 .- 1479-1838. ; 15:3, s. 225-238
- Relaterad länk:
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https://urn.kb.se/re...
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visa fler...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- 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.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- country of origin
- country image
- brand equity
- product category
- företagsekonomi
- Business Administration
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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