Home Country Image, Country Brand Equity and Consumers' Product Preferences: An Empirical Study

This study applies the construct of brand equity in a country context, and measures the value-added with which the name of a country endows a product or a brand as perceived by the individual consumer. Specifically, based on Yoo and Donthu's (2001) brand equity scale, a country brand equity (CB...

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Bibliographic Details
Published in:Management international review Vol. 48; no. 5; pp. 577 - 602
Main Authors: Zeugner-Roth, Katharina Petra, Diamantopoulos, Adamantios, Montesinos, Ángeles
Format: Journal Article
Language:English
Published: Wiesbaden Gabler Verlag 01.11.2008
SP Gabler Verlag
Springer Nature B.V
Subjects:
Brand differentiation
Brand equity
Brand identity
Brand image
Brand loyalty
Brand management
Brand names
Brands
Business and Management
Business Strategy/Leadership
Business studies
Competitive advantage
Conceptualization
Consumer behavior
Consumer behaviour
Consumer psychology
Consumer research
Consumers
Decision models
Emerging Markets/Globalization
Empirical research
Equity
Hypotheses
Management
Management science
Marketing
Measures
Operations Management
Organization
Perceptions
Product choice
Products
Property
Psychometrics
Quantitative psychology
Research Article
Rule of origin
Willingness to pay
United States
United States > US
Spain
Country Brand Equity
Country Image
Country Equity
Brand Equity
Product Preferences
ISSN:0938-8249, 1861-8901
Online Access:Get full text
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Description
Summary:This study applies the construct of brand equity in a country context, and measures the value-added with which the name of a country endows a product or a brand as perceived by the individual consumer. Specifically, based on Yoo and Donthu's (2001) brand equity scale, a country brand equity (CBE) scale is developed and empirically tested for its psychometric properties; subsequently a model linking (home) country image (COI) and product preferences with country brand equity as an intervening variable is estimated. Results indicate (a) that country brand equity is influenced by country image perceptions, (b) that country brand equity positively impacts on product preferences, and (c) that the latter are not directly influenced by country image perceptions.
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ISSN:0938-8249
1861-8901
DOI:10.1007/s11575-008-0031-y