Does image of country‐of‐origin matter to brand equity?

Abstract

Purpose -The purpose of this study is to explore the effects of brand's country-of-origin image on the formation of brand equity. Design/methodology/approach -To accomplish this, the brand equity of household electrical appliances, particularly televisions, refrigerators and air-conditioners, in the Malaysian market is examined. A conceptual framework in which brand's country-of-origin image is postulated to influence the dimensions of brand equity, which is made up of brand loyalty, brand awareness, perceived quality, and brand associations. These dimensions, in turn, influence brand equity. Data were collected from consumers of household electrical appliances using probability sampling. Findings -Factor analysis conducted on brand equity dimensions, produced three factors namely, brand distinctiveness, brand loyalty, and brand awareness/associations. The regression analysis results show that brand's country-of-origin image positively and significantly influences dimensions of brand equity. The results also show that brand's country-of-origin image influences brand equity, either directly or indirectly, through the mediating effects of brand distinctiveness, brand loyalty and brand awareness/associations. Research limitations/implications -The study investigates brand equity of durable goods of three product categories namely television, refrigerator and air-conditioner. It only considers brand's country-of-origin image as one of the sources of brand equity. The conceptual framework does not take into consideration factors that moderate the influence of antecedent of brand equity on brand equity. Practical implications -Producers of household electrical appliances should put greater emphasis in creating brand loyalty for their products. The good image of brand's original country should be highlighted in order to enhance the overall image of the brand. Favorable country image can also be capitalized in brand-naming strategy. Originality/value -This is paper important in identifying the sources of brand equity.

Strategic Effects of Product Innovation, Service Quality, and Relationship Quality on Brand Equity

“…The scale employed for measuring brand awareness is adapted from the study of Yasin et al (2007). Besides, brand loyalty was measured using four items adapted from Nigam and Kaushik (2011).…”

Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry

“…Where as Aaker (1996) also proposes an brand equity model which contains five mindset measures: brand awareness, perceived quality, brand loyalty, brand associations and other proprietary assets such as patents, trademarks and channel relationships. These two models are frequently and separately used to apply in marketing and consumer behavior research (Kim, et al, 2008& Yasin, et al, 2007.…”

Identifying the Effective Factors on Brand Equity from Consumers Perspective Using Aaker Model: A Case of Tehran Dairy Products

“…According to Yoo and Donthu, brand equity is made, kept and developed through strengthening of brand equity aspects which resulted from special marketing activities (Yoo & Donthu, 2002). In general, most of brand equity research has focused on marketing mix variables such as advertisement, distribution, product quality and price as effective factors on brand equity (Yasin et al, 2007).…”