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- Andéhn, Mikael, et al.
(author)
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Facets of country image and brand equity : Revisiting the role of product categories in country-of-origin effect research
- 2016
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In: Journal of Consumer Behaviour. - : Wiley. - 1472-0817 .- 1479-1838. ; 15:3, s. 225-238
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Journal article (peer-reviewed)abstract
- 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.
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- Andéhn, Mikael, et al.
(author)
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Performing place promotion-On implaced identity in marketized geographies
- 2020
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In: Marketing Theory. - : SAGE Publications. - 1470-5931 .- 1741-301X. ; 20:3, s. 321-342
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Journal article (peer-reviewed)abstract
- In the period that has become known as late capitalism, processes of commercialization are continuously taking on new forms. These tendencies enact an influence on how people understand themselves, the social relations they engage in, and the world around them. Geographical knowledge is no exception and has become increasingly shrouded in the language, symbolism, and tropes of marketing. Following the work of Judith Butler, we explore how these tendencies have profound implications on our self-construal, making discursive implacement an expedient factor in the marketization of identity. Further, we examine how two interrelated marketing discourses deal with places as commercial entities: the country-of-origin effect and place branding. In their commercial vernacular, they provide salient examples of subtle yet inescapable effects on the understanding of self-construal. In presenting this sensitizing diagnostic, we hope to further advance issues of stakeholdership as it pertains to the place-world and to offer new trajectories of critical inquiry into the commercial relevance of place.
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- Andéhn, Mikael, 1982-
(author)
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Place-of-Origin Effects on Brand Equity : Explicating the evaluative pertinence of product categories and association strength
- 2013
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Doctoral thesis (other academic/artistic)abstract
- The country-of-origin effect - the alteration of judgment derived from an association to a place, is a much studied phenomenon with great potential implications for brand management and international marketing. However, in light of criticism towards the lack of conceptual development the extant literature, the relevance of the effect has been brought into question.Through an exploration of the psychology of the association between brands and places, the country-of-origin effect is reimagined focusing on the role of association strength as well as how the interplay between place and product categories can shape consumer attitudes.The results of a series of psychometric tests suggest that association strength and the interplay between place and product category constitute antecedent conditions that are crucial for determining if a country-of-origin effect will occur. These findings, and their implications for future research as well as for practice, suggest that a reevaluation of the country-of-origin effect with a widening of the scope to encompass the commercial relevance of place writ large is warranted.
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- Andéhn, Mikael, et al.
(author)
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User-generated place brand equity on Twitter: The dynamics of brand associations in social media
- 2014
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In: Place Branding and Public Diplomacy. - : Springer Science and Business Media LLC. - 1751-8040 .- 1751-8059. ; 10:2, s. 132-144
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Journal article (peer-reviewed)abstract
- Social media provides a unique opportunity for brand analysis. The mere fact that users create content and messages through social media platforms makes the detailed monitoring of temporal variation in brand images possible. This research analyzes data collected from a specific social media platform, Twitter, about the city of Stockholm over a 3-month period to analyze how social media could be conceptualized as a new venue for place brand meaning formation, and to see how user-generated content pertains to the issue of place brand equity. Using semantic and content analyses, assemblages of place brand-related themes are explored. Subsequently, these assemblages of themes are deconstructed at a conceptual level and then subjected to frequency analysis, revealing an underlying typology based on characteristics of the temporal variation of the various types of brand elements. These results are explored on the basis of both how they apply to the understanding of content on social media in general and how they apply to the online presence, or digital footprint, of place brands.
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- Hietanen, Joel, et al.
(author)
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Against the implicit politics of service-dominant logic
- 2018
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In: Marketing Theory. - : SAGE Publications. - 1470-5931 .- 1741-301X. ; 18:1, s. 101-119
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Journal article (peer-reviewed)abstract
- Few recent topics in marketing have met such immediate popularity and critique as Vargo and Lusch's service-dominant logic (SDL). While many have criticized SDL scholarship for a lack of cultural sophistication, coherence, and relevance, it has nevertheless maintained and expanded its own distinct stream of ideas. Recently, Vargo and Lusch have proposed that SDL could be extended into a theory of society. We criticize this notion by contrasting their views on commodity value with Marxist and post-Marxist literatures, finding SDL ill-equipped to understand consumer culture, but also continuing to propagate simplistic and misguided views of value in commodity markets. We conclude by challenging SDL's suitability as candidate for all-encompassing social theorizing because of its tacit neoliberalism.
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- Hietanen, Joel, et al.
(author)
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Consuming a Machinic Servicescape
- 2016
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In: Advances in Consumer Research. ; 44, s. 304-308
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Journal article (peer-reviewed)abstract
- Consumer encounters with servicescapes tend to emphasize the harmonic tendency of their value-creating potential. We contest this assumption from a critical non-representational perspective that foregrounds the machinic and repressive potentiality of such con- sumption contexts. We offer the airport servicescape as an illustrative example.
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