Journal ArticleDOI
Brand origin: conceptualization and review
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TLDR
The authors discusses the relationship between brand origin and the concept of the global brand and highlights potential problems associated with the use of brand origin, draws managerial implications relating to its use, and suggests areas where research is needed.Abstract:
Argues that, although researchers have studied several aspects of brands which may affect consumer purchasing processes, one significant characteristic of many brands ‐ the origin cues that they contain ‐ has received little or no attention. Reviews current research in the country‐of‐origin area related to branding, as well as the work done by other researchers on brand personality and brand image. Distinguishes brand origin from country of origin, and shows how this concept could be valuable in resolving a methodological problem with some country‐of‐origin studies. Surveys ways in which brand origin is used in practice, both implicitly and explicitly, and discusses the relationship between brand origin and the concept of the global brand. Finally, highlights potential problems associated with the use of brand origin, draws managerial implications relating to its use, and suggests areas where research is needed.read more
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Synthesizing Country-of-Origin Research from the Last Decade: Is the Concept Still Salient in an Era of Global Brands?
TL;DR: In this paper, a holistic model of country-of-origin influence based on a narrative review of empirical studies of country of origin evaluations conducted from 1995-2005 when significant structural changes were occurring in international markets is presented.
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Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations
TL;DR: This paper found that consumers actually have only modest knowledge of the national origins of brands, and that American consumers' proficiency at recognizing foreign brand origins is predicted by variables such as socioeconomic status, past international travel, foreign language skills, and gender.
Journal ArticleDOI
Chinese consumer readings of global and local advertising appeals
Nan Zhou,Russell W. Belk +1 more
TL;DR: The authors analyzed upscale Chinese consumers' understandings of global and local television and print advertising and found two dialectic reactions by Chinese consumers: one side is largely driven by the desire for global cosmopolitanism and status goods for the sake of mianzi (prestige face), whereas the other side is motivated by a more nationalistic desire to invoke Chinese values that are seen as local in origin.
Journal ArticleDOI
Investigating the service brand: A customer value perspective
TL;DR: In this paper, the authors developed and tested a theory of the influence of the service brand on the customer value-loyalty process, including the traditional influence of brand image plus three additional influences that more fully reflect the broader service perspective (company image, employee trust, and company trust).
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Destination brands vs destination images: Do we know what we mean?:
Asli D.A. Tasci,Metin Kozak +1 more
TL;DR: A review of the literature on branding in general, and on destination branding more specifically, raises several questions about the branding of tourist destinations as mentioned in this paper, and it is clear that confusio...
References
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Consumer Ethnocentrism: Construction and Validation of the CETSCALE:
Terence A. Shimp,Subhash Sharma +1 more
TL;DR: In this paper, the concept of consumer ethnocentrism is introduced and a corresponding measure, the CETSCALE, is formulated and validated, and four separate studies provide support for the CETScale's reliability and reliability.
Consumer Ethnocentrism: construction and validation of the CETSCALE ', Journal of Marketing Research, 24(August ), .
TL;DR: In this paper, the concept of consumer ethnocentrism is introduced and a corresponding measure, the CETSCALE, is formulated and validated, and four separate studies provide support for the CETScale's reliability and reliability.