Country of brand origin positioning and financial performance: effects on internationalized companies from an emerging market
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DOI: 10.1108/ijoem-11-2020-1423
Abstract: PurposeThe purpose of this study is to investigate whether the internationalization characteristics of companies from an emerging market (internationalized company stage and presence of a sales subsidiary abroad) moderate the influence of country of brand… read more here.
Keywords: country; brand origin; origin positioning; country brand ... See more keywords
The EU as superordinate brand origin: an entitativity perspective
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DOI: 10.1108/imr-03-2015-0097
Abstract: Purpose Drawing from the entitativity theory, the purpose of this paper is to focus on the European Union (EU) as a superordinate entity and investigate the extent to which a “Made-in-EU” designation leads to superior/inferior… read more here.
Keywords: brand origin; entitativity; brand; superordinate brand ... See more keywords
The effects of brand origin and country-of-manufacture on consumers' institutional perceptions and purchase decision-making
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DOI: 10.1108/imr-08-2019-0205
Abstract: PurposeIndustry-wide crises involving consumer products place consumers at risk. Consumers rely on institutions that constrain corporate practice and control product quality to reduce risk. As institutions vary by country, country-of-origin (COO) acts as a salient… read more here.
Keywords: purchase; brand origin; origin country; consumers institutional ... See more keywords
Social vs traditional media communication: brand origin associations strike a chord
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DOI: 10.1108/jrim-12-2016-0116
Abstract: Purpose The purpose of this study is to develop an analytical comparison between the impact of social media communication (both user-generated and firm-created) and the effects of traditional media communication. In particular, the components of… read more here.
Keywords: brand origin; communication; brand; traditional media ... See more keywords