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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Vydáno v:	Management international review Ročník 48; číslo 5; s. 577 - 602
Hlavní autoři:	Zeugner-Roth, Katharina Petra, Diamantopoulos, Adamantios, Montesinos, Ángeles
Médium:	Journal Article
Jazyk:	angličtina
Vydáno:	Wiesbaden Gabler Verlag 01.11.2008 SP Gabler Verlag Springer Nature B.V
Témata:	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
On-line přístup:	Získat plný text
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Popis
Shrnutí:	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.
Bibliografie:	SourceType-Scholarly Journals-1 ObjectType-Feature-1 content type line 14 ObjectType-Article-2 content type line 23
ISSN:	0938-8249 1861-8901
DOI:	10.1007/s11575-008-0031-y