...BRAND MANAGEMENT THE REFLECTIONS OF COUNTRY-OF-ORIGIN EFFECT ON CONSUMER BEHAVIOUR ABSTRACT The purpose of this paper is to reflect ‘country-of-origin effect’ (COO) on consumers’ brand perceptions and their behavioral intensions. It has been proved that the country of origin of a product was one of the two or three most important attributes in preference evaluation. A comprehensive review of the literature regarding the effect of country of origin on consumer perceptions of products and services, COO in France and France Cosmetics Industry have also been handled. In this study, it has been indicated that customer perceptions differ significantly on the basis of product/service and country of origin. The country of origin may be an important element in the perceptions of consumers about the products and services especially where little other information is known. However, the question of how much influence the country of origin provides in product and service evaluations remains unclear. Keywords: Country of origin, cultural values, brand, consumer perceptions. 1 SECTION 1-COUNTRY OF ORIGIN EFFECT Impact of Country of Origin on International Marketing The impact of country of origin (COO) on the consumer's perception of products has been one of the most widely studied areas of international marketing. (Samiee, 1994; Peterson and Jolibert, 1995, Leonidou et al, 1999). Increasing globalization of today's business environment has also renewed the interest in...
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...that the country of origin is the country, where corporate headquarters of the company marketing the product or brand is located. This country is called the home country. Thakor and Kohli (1996) made a conceptual contribution to the COO literature (Dinnie, 2004). They find the concept of brand origin and its distinction from original country-of-origin concept. The authors define brand origin as the place, region or country to which the brand is perceived to belong by its target consumers. Thakor and Kohli also note that this perception may differ from the location where products carrying the brand name are manufactured, or are perceived by consumers to be manufactured. After...
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... Destination Image, and Tourist Behavior? Journal of Travel Research Volume 47 Number 4 May 2009 494-507 © 2009 SAGE Publications 10.1177/0047287508326534 http://jtr.sagepub.com hosted at http://online.sagepub.com Asli D. A. Tasci The Hong Kong Polytechnic University Visual information, especially delivered through movies, is believed to have an influence on destination image and consumer behavior. Based on the theory that knowledge about an object might cause feelings toward the object, visual information through movies can be assumed to affect not only destination image but also social distance between groups and, thus, to affect tourist behavior regarding the destination. With a quasi-experimental design, this study investigates if there is a relationship between visual information from movies and consumer-behavior variables, including destination image, destination desirability, visit intention, and social distance, taking Turkey as a case in point and a promotional movie as the stimuli. Results provide partial support for potential impact of movies on the consumer-behavior variables included in this study. Implications and future research suggestions are provided. Keywords: A destination image; visual information; social distance; stereotypical image; Turkey mong the several factors that impact destination image, the influential role of information provided by the visual media, such as movies, has been empirically supported not only on destination-image formation but...
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...1996). Some companies allocate their product with a brand name that in actuality has nothing to do with the emotional experience but is likable and a name that people can easily learn. The core base of naming a brand is that it should be unique can be easily distinguished from other names, easy to keep in mind and are attractive to customers (Rouhani, 1992). Cross-national research has shown that consumers rely a lot on brand name when making purchase decisions. Brand name has been recognized as the most important sign used by consumers in facing product evaluations and purchase decisions (Forsythe, 1995). Studies by Berning (1974) and Jacoby, Szybillo and Busato, Schach (1977) have established that brand name takes priority over other attributes as an item of information in consumers' decision making processes. Brand name cue is an extrinsic cue that consumers often rely upon to assess a product especially when they...
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...| | | | | | | | An Analytical Study on the branding image of Bangladesh in the International Market Introduction Bangladesh is in South Asia sometimes converging with Southeast Asia, bordering the Bay of Bengal to the south, mostly surrounded by India and bordering Myanmar in the southeast. Bangladesh is a country bestowed with the gifts of nature. It has nurtured some of the most ancient civilizations of this continent. The young country came into existence after a blood-spattered liberation war in 1971. But the pace of growth and development has been impeded by many factors. Bangladesh, as a Least Developing Country (LDC), faces a reputation challenge which is popularly known as its image problem. Bangladesh has gained the image of a country with too many people, too much poverty, too little resources, too frequent disasters and too little ability to change for better. Recently poor law and order, Rana Plaza Collapse, bad investment climate, political chaos and Islamic terrorism have killed its image more. To remove all the negative aspects and image surrounding Bangladesh and to make it as a beautiful and prospective country it is highly recommended to branding Bangladesh. But where do we stand? What is Nation Branding? Before digging deep into the issue, let’s look at what is nation branding. Nation branding aims to measure build and manage the reputation of countries (closely related to place branding). Some approaches applied, such as an increasing...
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...choice: A Cross Cultural Exploration of Effects of Country of Origin on the Choice of Branded Products by Adriana Cordeiro Socha A Thesis presented to The University of Guelph In partial fulfillment of requirements for the degree of Master of Science in Marketing and Consumer Studies Guelph, Ontario, Canada © Adriana Cordeiro Socha, September, 2012 ABSTRACT THE INFLUENCE OF THE CULTURE DIMENSION ‘POWER DISTANCE’ ON PRODUCT CHOICE: A CROSS CULTURAL EXPLORATION OF EFFECTS OF CULTURAL TRAITS ON THE CHOICE OF BRANDED FOREIGN PRODUCTS Adriana Cordeiro Socha University of Guelph, 2012 Advisor Dr. Brent McKenzie Committee Dr. Vinay Kanetkar Dr. Sara Mann This thesis investigates how cultural traits, such as the cultural dimension of Power Distance, influence preference for foreign made branded products. Cultural background influences several aspects of human behaviour, including the behaviours of consumers. In marketing, individual cultural differences affect consumers’ choice as well as their response to advertising message and brand associations. One example, impact on consumer choice, is related to the country of origin (COO) of the product. The effect of COO has been extensively explored in the literature. However, cultural frameworks like those of Hofstede (2001) have seldom been considered as a factor explaining the variability of consumers’ preference (or avoidance) for products originating in different countries. The objective of this research is to identify how...
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...Accepted January 2006 Norizan M. Kassim Department of Management and Marketing, College of Business and Economics, University of Qatar, Doha, Qatar, and Heung-Ja Hong Faculty of Sociology, Kansai University, Osaka, Japan Abstract Purpose – The paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name, image, reputation and loyalty) and their joint impact on consumers’ product evaluation. Design/methodology/approach – Building on extensive literature, a model of consumers’ product evaluation that includes the major determinants of corporate branding is proposed. Based on a sample of 218 Japanese and American consumers, structural equation modeling and general linear model analyses are used to test hypotheses. Findings – The research reveals that Japanese and American consumers have different perceptions with respect to the effect of corporate image and corporate loyalty. The corporate name was found to have a significant impact on corporate image and corporate reputation was found to have a significant affect on corporate loyalty. The corporate reputation is also found to be a mediator of the corporate image’s effect on consumers’ product evaluation. Practical implications – The paper suggests that marketers should carefully consider the corporate name when designing their branding strategies. Marketers are also called on to adapt their corporate branding approaches...
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...The current issue and full text archive of this journal is available at www.emeraldinsight.com/1361-2026.htm JFMM 12,1 Attitudes toward domestic and foreign luxury brand apparel A comparison between status and non status seeking teenagers Ian Phau and Yip Siew Leng The School of Marketing, Curtin University of Technology, Perth, Australia Abstract Purpose – The purpose of the current research is to determine if status and non-status seeking Australian teenagers differ in their attitudes toward buying domestic and foreign (i.e. Italy, Japan, China) luxury brand apparel. Design/methodology/approach – A total of 365 teenagers participated in this study through a self-completed questionnaire. Fishbein’s Multi-Attribute Attitude Model was used to measure and compare attitudes toward buying domestic and foreign made apparel. Repeated measure ANOVA and t-tests were utilized to examine whether the groups differed with regards to their attitudes toward buying luxury brand apparel, using a comparison of apparels “Made in Australia” with those “Made in Italy”, “Made in Japan” and “Made in China”. Findings – The research findings indicate that status-seeking teenagers have overall, a more positive attitude toward foreign luxury brand apparel as compared to Australian luxury brands, with the exception of Chinese brands. On the other hand, non-status seeking teenagers reported that they have more positive attitude towards Australian brands than foreign brands, and consider Australian...
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...Chapter 8 – Developing a brand equity measurement and management system * Indirect approach: assess potential sources of CBBE by identifying and tracking consumers’ brand knowledge. * Direct approach: assess the actual impact of brand knowledge on consumer response to different aspects of the marketing program. * Brand equity measurement system: set of research procedures designed to provide marketers with timely, accurate, and actionable info about brands so they can make the best possible tactical decisions in the short run and strategic decisions in the long run. * New accountability- return of marketing investment. * Measuring the long-term value of marketing in terms of both its full short term and long-term impact on consumers is crucial for accurately assessing ROI. Brand Audits * Brand audit: a comprehensive examination of a brand to discover its sources of brand equity. Assesses the health of the brand, and suggests ways to improve and leverage its equity. * 2 steps in a brand audit: brand inventory and brand exploratory. * Marketing audit: comprehensive systematic, independent and periodic examination of a company’s marketing environment, objectives, strategies, and activities with a view of determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance. * Brand inventory: provides a current profile of how all the products and services sold by a company are marketed...
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...chapter, we are going to explain brand awareness and brand image. Customer-based brand equity happens when there is a high level of brand awareness and familiarity with the brand and it occurs when the customer has in memory some strong, suitable, and unique brand associations; and to establish a positive brand image in consumer memory, we need to create brand awareness and brand image to build customer-based brand equity. 2.1 What is brand awareness, and how do we achieve it? First of all, brand awareness is composed of two things: brand recognition and brand recall performance. Brand acknowledgment or recognition is buyers' capacity to affirm former introduction to the brand when given the brand as a sign. Brand recall is purchasers'...
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...target market is. He needs to display the key attributes about his chocolates in order to build brand awareness and gain new customers. The chocolate industry is a huge industry which entails a large market to which Venezuela could penetrate. Venezuela has some of the best cocoa in the world, and this is exactly what consumers’ need think of when they hear the name “Chocolates El Rey”. Ultimately Jorge needs to market not just the chocolate and cocoa, but the origin in which it came from and in this case Venezuela. When people think of chocolate the first thing that comes to mind is Swiss Chocolate, due to its high quality and global brand awareness. Jorge needs to look at the key steps and utilize the tools necessary for his growth in the international market. In order for Jorge to fulfill his dream he needs to understand the value that not only the Venezuelan cocoa beans have for his chocolate, but the value that the chocolate has to the consumers. By understanding why the consumers buy the chocolates and why they continue to buy will only help further him in the future. Understanding your consumer is key to the success of any business and Jorge can definitely achieve his goal if he keeps this mindset at the forefront of his operations. What are the pros and cons of using country-of-origin as part of his branding strategy? Using the country-of-origin as part of Jorge’s branding strategy can has some positive and negative impacts on the organization. As with any changes, Jorge...
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...equal. Also, the power holders have more benefits than the less powerful in the society. In Brazil the power distance is 69 compare to the United States with 40. When it comes to masculinity, the score of Brazil is 49 and the United States 62. Reading with scores the United States is more driven to success, achievement and competition and Brazil has a lower score. For long term orientation, the United States scores lower than Brazil with 26 and Brazil scores is 44. This being said, Brazil takes more pragmatic by encouraging thrift and efforts in modern education as a way to prepare for the future compare with the United States. According to geert-hofstede.com, “At 76 Brazil scores high on UAI – and so do the majority of Latin American countries. These societies show a strong need for rules and elaborate legal systems in order to structure life. The individuals need to obey these laws, however, is weak. If rules however cannot be kept, additional rules are dictated. In Brazil, as in all high Uncertainty Avoidance societies, bureaucracy, laws and rules are very important to make the world a safer place to live in. Brazilians need to have good and relaxing moments in their everyday life, chatting with colleagues, enjoying a long meal or dancing with guests and friends. Due to their high score in this dimension Brazilians are very passionate and...
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...manipulating the 4Ps (product, price, place and promotion) of the traditional marketing mix, it requires a careful understanding of public policy processes. This paper will attempt to introduce – the terms and concept of green-marketing; about the importance of green marketing; examine some reasons that make the organizations interested to adopt green marketing philosophy; it also highlights some problems that organization may face to implement green marketing and it’s managerial implications along with few case points. WHAT IS GREEN MARKETING? So in this scenario of global concern, corporate houses has taken green-marketing as a part of their strategy to promote products by employing environmental claims either about their attributes or about the systems, policies and processes of the firms that manufacture or sell them. Clearly green marketing is part and parcel of over all corporate strategy; along with manipulating the traditional marketing mix(product, price, promotion and place) , it require an understanding of public policy process. So we can say green marketing covers a broad range of activities. According to Polonsky(1994)- green or environmental marketing consists of all activities, designed to generate and facilitate any exchange...
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...hjk SWOT Strengths Strengths: attributes of the organization that are helpful to achieving the objective. Internal factors – The strengths and weaknesses internal to the organization. - Use a PRIMO-F analysis to help identify factors The internal factors may be viewed as strengths or weaknesses depending upon their impact on the organization's objectives. What may represent strengths with respect to one objective may be weaknesses for another objective. The factors may include all of the 4P's; as well as personnel, finance, manufacturing capabilities, and so on. The external factors may include macroeconomic matters, technological change, legislation, and socio-cultural changes, as well as changes in the marketplace or competitive position. The results are often presented in the form of a matrix. Strengths in SWOT mean an attributes which can help the organization to achieve the goal. The strength of Coca Cola Company would be its strong global brand. The Coca Cola Company is the best selling soft drink in most countries, and one of the best brand companies and is one of the largest corporations in United States. In addition, it is the largest beverage company, marketer of non-alcoholic beverage concentrates and manufacturer and syrups in the world. Furthermore, it is very successful in soft drink market, Coca Cola Company has nearly 400 brands in all over the world, its image keep in people’s heart deeply; also, it is selling 1.5 billion serving each day, even...
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...IIM RANCHI Brand Image of Axe Consumer Behavior Project Group 3 9/16/2012 Himanshu Gupta (023/02) PSN Vamsi (033/02) Rohit Thakur (042/02) Sameer Jakhar (045/02) Vikram Veer Singh (062/02) Page | Executive Summary AXE is a global brand from unilever in the deodorant and the personal care sector. It is one of the most recognizable brands in the Indian markets and enjoys very high TOMA (Top of Mind Awareness) status even in the people who do not use products of the personal care category. The report aims to analyze the brand on several aspects and figure out what kind of brand image it has and how it impacts the business operations in general. A whole section is dedicated on the innovative marketing campaigns run by AXE. The ads are hugely popular part of their branding and are instrumental in their brand building process. Avery interesting point about these communication campaigns is that they are global i.e. every country is watching the same advertisements which further strengthens the unique brand image. The brand value analysis is done using both qualitative and qualitative methods. The quantitative methods included a computer based survey which garnered 90 responses from various demographic and cultural domains. Statistical analysis of the responding group was done using clustering technique (using SPSS) which divides the sample space into various clusters on the basis of the responses which allows us to group them on basis of certain characteristics of their...
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