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

Mikael Andéhn, Fredrik Nordin, Mats E. Nilsson

Research output: Contribution to journalArticleScientificpeer-review

36 Citations (Scopus)

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. Copyright (c) 2015 John Wiley & Sons, Ltd.

Original languageEnglish
Pages (from-to)225-238
Number of pages14
JournalJOURNAL OF CONSUMER BEHAVIOUR
Volume15
Issue number3
Early online date2015
DOIs
Publication statusPublished - 2016
MoE publication typeA1 Journal article-refereed

Keywords

  • Country of origin
  • Country image
  • Brand equity
  • Product category
  • CONSUMER ETHNOCENTRISM
  • FOREIGN PRODUCTS
  • ATTITUDES
  • ANTECEDENTS
  • PERCEPTIONS
  • RELEVANCE
  • METAANALYSIS
  • MATERIALISM
  • DIMENSIONS
  • FRAMEWORK

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