Country image, product image and consumer purchase intention: Evidence from an emerging economy

Wang, Cheng Lu; Li, Dongjin; Barnes, Bradley R.; Ahn, Joong‐Bae

doi:10.1016/j.ibusrev.2011.11.010

Cited by 258 publications

(291 citation statements)

References 65 publications

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“…This is a nuance that is crucial but only finds limited support in the extant literature (e.g. Wang et al, 2012;Giuliani et al, 2014). Both case-studies for example showed how Italian and other European customers were concerned about the brand value of the Italian firm deteriorating after its purchase by Chinese firms.…”

Section: Resultsmentioning

confidence: 99%

Post-Acquisition Integration Strategies– Some illustrative evidence from Chinese acquisitions of Italian luxury firms

Vecchi

2017

Int. conf. adv. bus. manag. law

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Outward Foreign Direct Investment (OFDI) from emerging economies has begun to increase significantly and has been growing at a faster pace than FDI from the developed world. This research seeks to assess the impact of Chinese acquisitions and their implications for the Italian firms in the luxury sector. By relying on two in-depth case-studies, this paper presents a cross-case analysis of four Chinese acquisitions in order to provide some indepth insights into the post-acquisition integration strategies implemented by the Chinese investors in the luxury Made in Italy sector. The study contributes to our understanding of how emerging market firms implement postacquisition integration strategies when acquiring firms from advanced economies. To this end, the benefits and challenges associated with the post-acquisition integrations strategies implemented by the Chinese investors were identified.

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Section: Resultsmentioning

confidence: 99%

Post-Acquisition Integration Strategies– Some illustrative evidence from Chinese acquisitions of Italian luxury firms

Vecchi

2017

Int. conf. adv. bus. manag. law

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“…Given that foreign subsidiaries provide capabilities required to efficiently coordinate and control an MNE's asset base (Rugman, 1981), it becomes important to understand how a subsidiary's brand orientation influences its performance and the boundary conditions of such a relationship. To date, only a few studies have looked at the performance impact of brand orientation within the context of MNE subsidiaries in emerging markets (e.g., Wang et al, 2012). In this study, we fill this knowledge gap by proposing a conceptual model (Figure 1) and by empirically investigating the extent to which brand orientation impacts sales performance under differing levels of transformational leadership and inter-functional collaboration.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…For example, in dynamic market environments in which demand constantly changes, and where opportunities are more plentiful, firms are more likely to earn higher sales when they have an orientation for building and sustaining strong brands that draw the attention of brand-conscious consumers (Wang et al, 2012), most notably boosting sales among wealthy and middle-income consumers (Wang et al, 2004). Strong brands are more resistant to competitor actions and piracy, and therefore contribute more to a firm's bottom line (Napoli, 2006).…”

Section: Brand Orientation and Sales Performancementioning

confidence: 99%

When is brand orientation a useful strategic posture?

Boso

Carter²,

Annan

2016

J Brand Manag

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This study examines the extent to which the effect of brand orientation on sales performance is contingent upon levels of transformational leadership and inter-functional collaboration. Using primary data from 108 subsidiaries of multinational enterprises (MNEs) operating in the Commonwealth Caribbean region, the study finds that brand orientation is not directly related to sales performance. However, findings show that brand orientation is positively related to sales performance when levels of both transformational leadership and inter-functional collaboration are high. Theoretical implications of these findings are discussed while drawing lessons for MNE subsidiary brand management practice.

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“…Por otro lado, hay países que planifican una estrategia para realizar un seguimiento y medir lo que está ocurriendo en el país versus a lo que se quiere llegar para determinar en qué medida se están alcanzando los objetivos planteados (Zenker & Martin, 2011). Las imágenes que se tiene sobre un país generalmente están relacionadas con la manera en que se perciben como destinos turísticos, lugares para invertir o lugares para comprar las marcas preferidas por los clientes (Wang et al, 2012). El turismo es el vínculo más directo entre la imagen positiva y el crecimiento económico de un país (Stock, 2009).…”

Section: Revisión De La Bibliografíaunclassified

Imagen país de Colombia desde la perspectiva extranjera

Cañas

Horst

Parra

2015

Arbor

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RESUMEN: Colombia es un país con un posicionamiento históri-co negativo en mercados internacionales. Si bien los gobiernos y los prescriptores han dedicado esfuerzos por mejorarla, la percepción del extranjero se mantiene polarizada, es decir, todavía el país es asociado con el café y con el narcotráfico. El presente artículo es el resultado de una investigación cualitativa realizada a extranjeros procedentes de ocho países que registran el mayor número de visitantes en Colombia en el 2013 desde el continente americano: Estados Unidos, Venezuela, Ecuador, Argentina, Perú, Brasil, México y Chile. Como resultado del estudio se encontró que la imagen de Colombia no es unidimensional, es multidimensional. Se logran identificar cinco dimensiones que influyen en la imagen país: el conocimiento del país, la orientación industrial, las actitudes de los visitantes, las percepciones de los prospectos y las preferencias e intereses asociado a su imagen. PALABRAS CLAVE:Colombia; Imagen país; Percepción; Posicionamiento; Prospectos; Visitantes.ABSTRACT: Colombia is a country with a negative historical positioning in international markets. Despite efforts by governments and influencers to improve its image, the perception of foreigners remains polarized, being associated with coffee and drug trafficking. This article is the result of a qualitative research conducted on foreign visitors from eight countries in the Americas with the largest number of visitors to Colombia in 2013: The United States, Venezuela, Ecuador, Argentina, Peru, Brazil, Mexico and Chile. The study found that the image of Colombia is not one-dimensional, but multidimensional. It identifies five dimensions that influence country image: knowledge of the country, the industrial orientation, visitor attitudes, perceptions of prospects and preferences and finally interests associated with its image.

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Country image, product image and consumer purchase intention: Evidence from an emerging economy

Cited by 258 publications

References 65 publications

Post-Acquisition Integration Strategies– Some illustrative evidence from Chinese acquisitions of Italian luxury firms

Post-Acquisition Integration Strategies– Some illustrative evidence from Chinese acquisitions of Italian luxury firms

When is brand orientation a useful strategic posture?

Imagen país de Colombia desde la perspectiva extranjera

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