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Facets of country image and brand equity: Revisiting the role of product categories in country-of-origin effect research
Stockholm University, Faculty of Social Sciences, Stockholm Business School.
Stockholm University, Faculty of Social Sciences, Department of Psychology, Perception and psychophysics.
2016 (English)In: Journal of Consumer Behaviour, ISSN 1472-0817, E-ISSN 1479-1838, Vol. 15, no 3, 225-238 p.Article in journal (Refereed) Published
Abstract [en]

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. 

Place, publisher, year, edition, pages
2016. Vol. 15, no 3, 225-238 p.
Keyword [en]
country of origin, country image, brand equity, product category
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-122416DOI: 10.1002/cb.1550ISI: 000374702800004OAI: oai:DiVA.org:su-122416DiVA: diva2:866082
Available from: 2015-10-30 Created: 2015-10-30 Last updated: 2017-12-01Bibliographically approved

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