States that few studies have attempted to measure the joint effect of brand and country images, or the dimensions of these images, on consumer evaluation of global products. Suggests a methodology for defining product value by consumers’ perception of brand and country image dimensions when sourced internationally. Brand‐country image profiles were factor analysed to provide dimensions of each brand‐country combination. Shows that consumer perception of product value changes, evidenced by brand‐country dimensions, as production is sourced internationally, and suggests a modified marketing strategy.
The objective of this paper is to propose a dynamic model of country-of-origin (CO) effect. While there is no consensus definition of CO (Sauer et al., 1991), it is generally understood to stand for the impact which generalizations and perceptions about a country have on a person's evaluations of the country's products and/or brands. Thus, it is posited that the image a person has about a country and its product offerings influence buying intention. Therefore, measurement of the CO construct is necessary so that marketing strategy and production sourcing can be determined. In the sections that follow, we introduce the concept of product image life cycle and a dynamic model of country image.A brief literature review of CO Some authors consider CO as an overall perception of a country (Nagashima, 1977;Wall and Heslop, 1986) without reference to product line. There is evidence, however, that CO is contingent on a specific product line (Cattin et al., 1982;Eroglu and Machleit, 1988;Gaedeke, 1973;Han and Terpstra, 1988; Helsop et al., 1987;Wang, 1978) or that there is linkage between specific product categories and country image dimensions (Roth and Romeo, 1992). Other studies have found that CO is moderated by familiarity with a product (Heimbach et al., 1989), product brand (Han and Terpstra, 1988;Seaton and Vogel, 1985;Tse and Gorn, 1992;Witt and Rao, 1992) and use of product information (Han and Terpstra, 1988;Hong and Wyer, 1989;Hong and Toner, 1989; Kieker and Duhan, 1992;Obermiller and Spangenberg, 1989).While more recent CO research tends to be multi-variate, measuring the effect of CO on consumer perception along with other marketing variables such as price (Johannson and Nebenzahl, 1986;Seaton and Vogel, 1985) and promotion (Ettenson et al., 1988;Head, 1988), most studies are univariate and static. None of the existing research considers CO as a dynamic process, i.e. how CO changes over time. The few longitudinal studies that measured changes in CO over two or more time periods, e.g. Wood and Darling (1992), failed to provide a theoretical explanation for the changes observed. The effect of product image on perceptionOur CO construct is based on an assumption that there are brand and country images over and above the perceived attributes of products associated with a country or being sold under a specific brand name. We further propose that there
The objective of this paper is to suggest marketing strategies for the development of wine trails in Israel as tourist attractions. Both inbound and domestic tourists were surveyed as to their motives for visiting wineries and their experiences from those visits. The expectations of tourists with regard to the wine trail experience were compared with the beliefs of winery operators. The findings showed that there was a high degree of understanding of tourist needs among the winery operators. Nevertheless, augmentation of the winery experience is necessary if wine trail tourism is to further develop.
Germany's economic miracle was built on the success of small exporters (The Economist, 1993). However in many other developed, as well as developing countries, small exporters account for a minor share of total exports. For example, nearly 85 per cent of total exports of manufactured goods in the United States are accounted for by multinational companies (US Department of Commerce, 1987); in developing countries such as Mexico (INEGI, 1992) and Israel (Jaffe et al., 1988) there is also a high concentration of exports by large firms. This in spite of the fact that export as a mode of foreign-market entry requires the least amount of capital investment and has lower commercial and financial risk compared to some form of direct investment. A number of researchers (Bilkey and Tesar, 1977; Brooks and Rosson, 1982;Reid, 1982;Weaver and Pak, 1990) have investigated the reasons why more small and medium-sized firms do not export. These reasons may be external or internal to the firm. Externally, there may be insufficient economic incentives, especially in countries where the domestic market is protected from foreign competition. However, others claim that even in the absence of a closed market to foreign goods a lack of a national export policy with intended stimulants may also deter would-be exporters (Cavusgil and Nevin, 1981). Internally, small and medium-sized firms may lack the ability and/or skills to research overseas markets, find qualified distributors and invest in sales promotion. Or, the domestic market may present a sufficient challenge to their small organization and resource base.Most governments profess the importance of exports to economic growth. Some have industrial policies which include strategies for export expansion, but most do not emphasize a policy for small business. Given the paucity of budgets for overall export promotion (Canada spends ten times as much as the USA), a reluctance to allocate more funds for small business export development may be owing to a lack of ability to target those firms that have a high potential to succeed (Cavusgil, 1990) or those that may be motivated to export. Therefore,
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