Country-of-origin image (COI) as a country-specific advantage (CSA): Scale development and validation of COI as a resource within the firm perspective

Abstract

The study discusses the country-of-origin-image (COI) as a country-specificadvantage (CSA) for internationalised firms. We developed and validated a scale to measure the importance of the incorporation of the COI as a resource in a firm's international strategy, the COI-CSA. Several psychometric procedures were adopted. We analysed data gathered from two case studies, validation procedures with experts and researchers, and three data sets from executives working in internationalised firms. The results validate the COI-CSA scale as a multidimensional construct reflected in a set of four dimensions: textual and visual elements, senses, cultural resources, and natural resources.

Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets

“…This may imply that country-oforigin information becomes more accessible and relevant for wellknown brands in consumer perceptions of brand globalness, compared with lesser-known brands from the same country. These findings are in general agreement with extant literature on country-of-origin effects (Han, 1989: Jaffe & Nebenzahl, 2006Sharma, 2011;Barbarossa et al, 2018;Suter et al, 2018) and may also imply that country-of-origin effects can also occur in consumer perceptions of brand globalness.…”

“…Past research suggests that country of origin affects consumer evaluations of quality for foreign brands (Barbarossa et al, 2018;Halkias et al, 2016;Suter et al, 2018), in spite of criticisms that country of origin is no longer an important quality signal due to global branding and multinational production (Samiee, 2011;Usunier, 2006), Consumers activate a preexisting image of a country's products in their brand evaluations (Roth & Diamantopoulos, 2009). Studies have indicated that the mere presence of country-specific stimuli can automatically activate country-specific images, even when consumers do not intend to use country of origin in their brand evaluations (Herz & Diamantopoulos, 2013;Liu & Johnson, 2005).…”

“…Regarding this issue, extant literature offers different and at times conflicting guidance. On the one hand, literature on the country-oforigin effects (Han, 1989;Jaffe & Nebenzahl, 2006;Suter et al, 2018) suggests that GM should promote its American identity since U.S. cars are perceived favorably in emerging markets. On the other hand, literature on perceived brand globalness (Sichtmann et al, 2018;Steenkamp et al, 2003;Xie, Batra, & Peng, 2015) offers a different recipe to GM.…”

Technology from emerging markets: Why serendipity played a role in exports of Brazilian software

“…The country of origin may be played to become a competitive advantage (Cuervo‐Cazurra & Un, ) and a scale may be even be developed to turn the image of a country into an advantage (Suter, Borini, Floriani, da Silva, & Polo, ). However, negative country of origin images are frequently grounded on overarching impressions, as weak institutions and weak market reputations, that entrepreneurs may find hard to change individually (Fiaschi, Giuliani, & Nieri, ).…”

“…Their value proposition cannot be as easily appreciated abroad as coffee, when in 50‐kg bags, or as Brazilian made planes, when flying. This is why it is so hard to turn Brazil's country image, so focused on extraction activities (Suter et al, ) into a competitive advantage when selling products of the mind. To sell black boxes for a fair price one needs salespersons more sure of their worth of their national identity.…”