Consumer-based brand equity and country-of-origin relationships: Some empirical evidence

European Journal of Marketing

Volumn 40, Issue 5-6, 2006, Pages 696-717

  Pappu, Ravi ^a,d   Quester, Pascale G ^b,e   Cooksey, Ray W ^c  

^a UNIVERSITY OF QUEENSLAND   (Australia)

^b UNIVERSITY OF ADELAIDE   (Australia)

^c UNIVERSITY OF NEW ENGLAND   (Australia)

^d UNIVERSITY OF QUEENSLAND   (Australia)

^e Franco Australian Centre for International Research in Marketing   (Australia)

Author keywords

Australia; Brand awareness; Brand equity; Brand loyalty; Country of origin; Quality

Indexed keywords

EID: 33646564702     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560610657903     Document Type: Article

References (62)

1. Aaker, D.A. (1989), "Managing assets and skills: the key to a sustainable competitive advantage", California Management Review, Vol. 31 No. 2, pp. 91-106.
2. Aaker, D.A. (1991), Managing Brand Equity, The Free Press, New York, NY.
3. Aaker, D.A. (1992), "Managing the most important asset: brand equity", Planning Review, Vol. 20 No. 5, pp. 56-8.
4. Aaker, D.A. (1996), Building Strong Brands, The Free Press, New York, NY.
5. Aaker, J.L. (1997), "Dimensions of brand personality", Journal of Marketing Research, Vol. 36 No. 3, pp. 345-55.
6. Agarwal, S. and Sikri, S. (1996), "Country image: consumer evaluation of product category extensions", International Marketing Review, Vol. 13 No. 4, pp. 23-39.
7. Ahmed, S.A. and d'Astous, A. (1995), "Comparison of country-of-origin effects on household and organizational buyers' product perceptions", European Journal of Marketing, Vol. 29 No. 3, pp. 35-51.
8. Ahmed, S.A. and d'Astous, A. (1996), "Country of origin and brand effects: a multi-dimensional and multi-attribute study", Journal of International Consumer Marketing, Vol. 9 No. 2, pp. 93-115.
9. Ahmed, Z.U., Johnson, J.P., Ling, C.P., Fang, T.W. and Hui, A.K. (2002), "Country-of-origin and brand effects on consumers' evaluations of cruise lines", International Marketing Review, Vol. 19 Nos 2/3, pp. 279-302.
10. Amonini, C., Keogh, J. and Sweeney, J.C. (1999), "The dual nature of country-of-origin effects - a study of Australian consumers' evaluations", Australasian Marketing Journal, Vol. 6 No. 2, pp. 13-27.
11. Anderson, J.R. (1993), The Adaptive Character of Thought, Lawrence Erlbaum Associates, Hillsdale, NJ.
12. Arnold, D. (1992), The Handbook of Brand Management, The Economist Books Limited/Perseus Books, Reading, MA.
13. Australian Bureau of Statistics (2004), "Australian demographic statistics, population by country of birth", available at: www.abs.gov.au/ausstats/abs±.nsf/0/bbed38605d2d376aca256fcd007e710c (accessed 14 June 2005).
14. Balabanis, G., Mueller, R. and Melewar, T.C. (2002), "The human values' lenses of country of origin images", International Marketing Review, Vol. 19 No. 6, pp. 582-610.
15. Biel, A.L. (1992), "How brand image drives brand equity?", Journal of Advertising Research, Vol. 32 No. 6, pp. RC-6-RC-12.
16. Biel, A.L. (1993), "Converting image into equity", in Aaker, D.A. and Biel, A.L. (Eds), Brand Equity and Advertising: Advertising's Role in Building Strong Brands, Lawrence Erlbaum Associates, London, pp. 67-81.
17. Chao, P. (1993), "Partitioning country of origin effects: consumer evaluations of a hybrid product", Journal of International Business Studies, Vol. 24 No. 2, pp. 291-306.
18. Chao, P. (1998), "Impact of country-of-origin dimensions on product quality and design quality perceptions", Journal of Business Research, Vol. 42 No. 1, pp. 1-6.
19. Cobb-Walgren, C.J., Beal, C. and Donthu, N. (1995), "Brand equity brand preferences, and purchase intent", Journal of Advertising, Vol. 24 No. 3, pp. 25-40.
20. d'Astous, A. and Ahmed, S.A. (1992), "Multi-cue evaluation of made-in concept: a conjoint-analysis study in Belgium", Journal of Euromarketing, Vol. 2 No. 1, pp. 9-31.
21. de Chernatony, L., Halliburton, C. and Bernath, R. (1995), "International branding: demand- or supply-driven opportunity?", International Marketing Review, Vol. 12 No. 2, pp. 9-21.
22. Ettenson, R., Wagner, J. and Gaeth, G. (1988), "Evaluating the effect of country of origin and the Made in the USA campaign: a conjoint approach", Journal of Retailing, Vol. 64 No. 1, pp. 85-100.
23. Farquhar, P.H. and Herr, P.M. (1993), "The dual structure of brand associations", in Aaker, D.A. and Biel, A.L. (Eds), Brand Equity and Advertising: Advertising's Role in Building Strong Brands, Lawrence Erlbaum Associates, London, pp. 263-79.
24. Fazio, R.H. (1987), "Category-brand associations and their activations in memory", unpublished report, Oglivy Center for Research and Development, San Francisco, CA.
25. Fazio, R.H. (1990), "A practical guide to the use of response latency in social psychological research", in Hendrick, C. and Clark, M.S. (Eds), Review of Personality and Social Psychology, Vol. 11, Sage Publications, Thousand Oaks, CA, pp. 74-97.
26. Hair, J.F. Jr, Anderson, R.E., Tatham, R.L. and Black, W.C. (1998), Multivariate Data Analysis, 5th ed., Prentice-Hall, Upper Saddle River, NJ.
27. Heslop, L.A., Liefeld, J.P. and Wall, M. (1987), "An experimental study of the impact of country-of-origin information", in Turner, R.E. (Ed.), Marketing, Vol. 8, Proceedings of the Annual Conference of the Administrative Sciences Association of Canada - Marketing Division, June 1987, ASAC, Toronto, pp. 179-85.
28. Hong, S. and Wyer, R.S. (1989), "Effects of country-of-origin and product attribute information or product evaluation: an information processing perspective", Journal of Consumer Research, Vol. 16 No. 2, pp. 175-87.
29. Hong, S. and Wyer, R.S. (1990), "Determinants of product evaluation: effects of the time interval between knowledge of a product's country-of-origin and information about specific attributes", Journal of Consumer Research, Vol. 17 No. 3, pp. 277-88.
30. Hulland, J.S. (1999), "The effect of country-of-brand and brand name on product evaluation and consideration: a cross-country comparison", Journal of International Consumer Marketing, Vol. 11 No. 1, pp. 23-40.
31. Jaffe, E.D. and Nebenzahl, I.D. (2001), National Image and Competitive Advantage: The Theory and Practice of Country-of-Origin Effect, Copenhagen Business School Press, Copenhagen.
32. Johansson, J.K. and Nebenzahl, I.D. (1986), "Multinational production: effect on brand value", Journal of International Business Studies, Vol. 17 No. 3, pp. 101-26.
33. Johansson, J.K., Douglas, S.P. and Nonaka, I. (1985), "Assessing the impact of country of origin on product evaluations: a new methodological perspective", Journal of Marketing Research, Vol. 22 No. 4, pp. 388-96.
34. Kamins, M.A. and Nagashima, A. (1995), "Perceptions of products made in the United States among Japanese and American executives: a longitudinal perspective", Asia Pacific Journal of Management, Vol. 12 No. 1, pp. 49-68.
35. Kaynak, E. and Cavusgil, T.S. (1983), "Consumer attitudes towards products of foreign origin: do they vary across product classes?", International Journal of Advertising, Vol. 2 No. 2, pp. 147-57.
36. Keller, K.L. (1993), "Conceptualizing, measuring and managing customer based brand equity", Journal of Marketing, Vol. 57 No. 1, pp. 1-22.
37. Keller, K.L. (1998), Strategic Brand Management: Building Measuring and Managing Brand Equity, Prentice-Hall, Upper Saddle River, NJ.
38. Keller, K.L. (1999), "Managing brands for the long run: brand reinforcement and revitalization strategies", California Management Review, Vol. 41 No. 3, pp. 102-4.
39. Leclerc, F., Schmitt, B.H. and Dube, L. (1994), "Foreign branding and its effects on product perceptions and attitudes", Journal of Marketing Research, Vol. 31 No. 2, pp. 263-70.
40. Lim, J. and Darley, W.K. (1997), "An assessment of demand artefacts in country of origin studies using three alternative approaches", International Marketing Review, Vol. 14 No. 4, pp. 201-17.
41. Lim, J., Darley, W.K. and Summers, J.O. (1994), "An assessment of country of origin effects under alternative presentation formats", Journal of Academy of Marketing Science, Vol. 22 No. 3, pp. 274-82.
42. Maheswaran, D. (1994), "Country of origin as a stereotype: effects of consumer expertise and attribute strength on product evaluations", Journal of Consumer Research, Vol. 21 No. 2, pp. 354-65.
43. Nebenzahl, I.D. and Jaffe, E.D. (1996), "Measuring the joint effect of brand and country image in consumer evaluation of global products", International Marketing Review, Vol. 13 No. 4, pp. 5-22.
44. Okechuku, C. (1994), "The importance of product country of origin: a conjoint analysis of the United States, Canada, Germany and The Netherlands", European Journal of Marketing, Vol. 28 No. 4, pp. 5-19.
45. Onkvisit, S. and Shaw, J.J. (1989), "The international dimension of branding, strategic considerations and decisions", International Marketing Review, Vol. 6 No. 3, pp. 23-33.
46. Phau, I. and Prendergast, G. (1999), "Integrating country of origin research: concepts, methods and strategies", Journal of International Marketing and Exporting, Vol. 4 No. 2, pp. 71-83.
47. Rossiter, J.R. and Percy, L. (1987), Advertising and Promotion Management, McGraw-Hill, New York, NY.
48. Samiee, S. (1994), "Customer evaluation of products in a global market", Journal of International Business Studies, Vol. 25 No. 3, pp. 579-604.
49. Sharma, S.S., Terence, A. and Shin, J. (1995), "Consumer ethnocentrism: a test of antecedents and moderators", Journal of the Academy of Marketing Science, Vol. 23 No. 1, pp. 26-37.
50. Shocker, A.D., Srivastava, R.K. and Ruekert, R.W. (1994), "Challenges and opportunities facing brand management: an introduction to the special issue", Journal of Marketing Research, Vol. 31 No. 2, pp. 149-58.
51. Terpstra, V. and Sarathy, R. (2000), International Marketing, 8th ed., Dryden Press, Orlando, FL.
52. Thakor, M.V. and Katsanis, L.P. (1997), "A model of brand and country effects on quality dimensions: issues and implications", Journal of International Consumer Marketing, Vol. 9 No. 3, pp. 79-100.
53. Thorelli, H.B., Lim, J. and Ye, J. (1989), "Relative importance of country of origin, warranty and retail store image on product evaluations", International Marketing Review, Vol. 6 No. 1, pp. 35-46.
54. Tukey, J.W. (1953), "The problem of multiple comparisons", unpublished paper, Princeton University, Princeton, NJ.
55. Ulgado, F.M. and Lee, M. (1993), "Consumer evaluations of bi-national products in the global market", Journal of International Marketing, Vol. 1 No. 3, pp. 5-22.
56. Verlegh, P.W.J. and Steenkamp, J.E.M. (1999), "A review and meta analysis of country of origin research", Journal of Economic Psychology, Vol. 20 No. 5, pp. 521-46.
57. Wall, M., Liefeld, J. and Heslop, L.A. (1991), "Impact of country-of-origin cues on consumer judgments in multi-cue situations: a covariance analysis", Journal of the Academy of Marketing Science, Vol. 19 No. 2, pp. 105-13.
58. Wang, C.L. (1996), "The evolution of international consumer research: a historical assessment from the 1960s to mid-1990s", Journal of Euromarketing, Vol. 5 No. 1, pp. 57-81.
59. Watson, J.J. and Wright, K. (2000), "Consumer ethnocentrism and attitudes towards domestic and foreign products", European Journal of Marketing, Vol. 34 No. 9, pp. 1149-66.
60. Yoo, B. and Donthu, N. (2001), "Developing and validating a multidimensional consumer-based brand equity scale", Journal of Business Research, Vol. 52 No. 1, pp. 1-14.
61. Yoo, B., Donthu, N. and Lee, S. (2000), "An examination of selected marketing mix elements and brand equity", Journal of the Academy of Marketing Science, Vol. 28 No. 2, pp. 195-211.
62. Zeithaml, V. (1988), "Consumer perceptions of price, quality, and value: a means-end model and synthesis of the evidence", Journal of Marketing, Vol. 52 No. 3, pp. 2-22.