Country of Origin Image and Brand Equity from Gender Perspective: Do they matter?

Abstract

This study investigated how the country of origin image and brand equity dimensions affect overall brand equity. In addition, this study also investigated whether there is the gender difference in the hypothesized relationship. A partial least squares structural equation modeling with multigroup analysis was carried out on a sample of 171 respondents selected using purposive/convenience sampling technique. The result indicates that country of origin has the indirect effect of brand equity through two dimensions of brand equity (perceived quality and brand loyalty). This study also found that country of origin image's association with brand awareness/association is stronger for female shoppers than for male shoppers. This study adds more insights about how male and female consumers reactor country of origin image.

The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector

“…Country of origin can affect brand loyalty through its positive image and consumer familiarity with the country's products (Septyanti and Hananto, 2017). In parallel, Paswan et al (2003) verified that consumers tend to be loyal to a country, just as they are loyal to brands.…”

“…The positive influence of country of origin on brand loyalty was supported in both samples. This indicates that a favorable country image can increase brand popularity and enhance brand loyalty (Septyanti and Hananto, 2017). Therefore, loyalty to a country may be transferred to loyalty to the country's brands, through the familiarity with a country's products (Paswan et al, 2003).…”

Managing brand equity in the brewing sector

“…This sector has been selected especially for two main motivations: (1) the lack of literature focused on the brand equity antecedents within this industry and (2) the increasing relevance of this business environment in terms of level of competition and the consequent necessity of adopting successful strategies aimed at building brand value. In this way, the paper seeks to fill a research gap related to the need of studying the COO image-brand equity relationship in business environments different from those already examined (Septyanti and Hananto, 2018; Saydan, 2013). Third, by focusing on another critical dimension of brand equity (i.e.…”

“…, 2018). In the current context, COO image can be conceptualized as “the country of brand origin” (Septyanti and Hananto, 2018, p. 91). In particular, brand origin is defined by Thakor and Kohli (1996, p. 27) as “the place, region or country to which the brand is perceived to belong to its target consumers”.…”

“…Primarily, it analyzes the COO image effects on OBE, thus enriching the literature focused on identifying the OBE drivers. In particular, until now, existing studies have mainly examined marketing mix variables, while very few have analyzed non-marketing topics, such as COO image (Septyanti and Hananto, 2018). Moreover, the paper attempts to fill a further literature gap related to the necessity of deepening the analysis of the WOM role and impact on the OBE (Ansary and Hashim, 2018).…”