Country image and consumer-based brand equity: Relationships and implications for international marketing

Pappu, Ravi, Quester, Pascale G. and Cooksey, Ray W. (2007) Country image and consumer-based brand equity: Relationships and implications for international marketing. Journal of International Business Studies, 38 5: 726-745. doi:10.1057/palgrave.jibs.8400293

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Author Pappu, Ravi
Quester, Pascale G.
Cooksey, Ray W.
Title Country image and consumer-based brand equity: Relationships and implications for international marketing
Journal name Journal of International Business Studies   Check publisher's open access policy
ISSN 0047-2506
Publication date 2007-06-28
Year available 2007
Sub-type Article (original research)
DOI 10.1057/palgrave.jibs.8400293
Volume 38
Issue 5
Start page 726
End page 745
Total pages 20
Editor Eden, L.
Place of publication Hampshire, England
Publisher Palgrave Macmillan
Collection year 2008
Language eng
Subject 350204 Marketing and Market Research
720401 Marketing
Abstract This paper examines the relationships between consumers' country-level and product-level images of a country, and the equity they associate with a brand from that country, using canonical correlation analysis. Results from mall-intercept surveys conducted in an Australian state capital city indicated that the consumer-based equity of a brand was significantly associated with both the macro and micro images of the country of origin of the brand. The relationship between these two sets of constructs was found to be positive as well as product category specific. Furthermore, each consumer-based brand equity dimension contributed differently to the relationship according to the product category, while the contribution of both country image dimensions (macro and micro) was also product category specific. Results also showed that cars, as a product category, are more sensitive to country image than televisions. These findings have direct and important implications for international marketers.
Keyword Business
Management
international branding
country of origin
international branding
country of origin
international marketing
Product Evaluations
Foreign Products
Construct
Purchase
Japanese
Choice
Model
Opportunities
Perceptions
Attitudes
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
2008 Higher Education Research Data Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 90 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 141 times in Scopus Article | Citations
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Created: Fri, 07 Mar 2008, 01:49:40 EST by Karen Morgan on behalf of UQ Business School