Exploring the effectiveness of foreign brand communication: Consumer culture ad imagery and brand schema incongruity

Halkias, Georgios; Micevski, Milena; Diamantopoulos, Adamantios; Milchram, Christine

doi:10.1016/j.jbusres.2017.04.018

Cited by 27 publications

(22 citation statements)

References 51 publications

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“…Product quality is defined as the totality of product features and characteristics defined as the totality of features and characteristics of a product or service that can satisfy stated or implemented needs (Zhu et al, 2020). Image of Brand is a concept that is easy to understand but difficult to explain systematically because of its abstract nature; the image of the brand is related to attitudes in the form of beliefs and preferences for brands related to attitudes in the form of thoughts and intentions for a brand (Halkias et al, 2017;Huang & Liu, 2020;Kim & Yoo, 2015;Maheshwari & Yadav, 2015;Sondakh, 2015). Based on the above background, the problem formulation will be discussed in this study, namely:…”

Section: Introduction *mentioning

confidence: 99%

The Effects of Brand Image and Product Quality on Purchase Decisions

Rosanti¹,

Salam²,

Panus³

2021

Quant. Econ. Manag. Stud.

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The study aim is to analyze are brand image and product quality partially positive and significant impact on purchasing decisions at Starbuck; Do brand image and product quality simultaneously have a positive and significant effect on purchasing decisions at Starbucks; Which variable has the most dominant influence on purchasing decisions at Starbucks. In this study, the authors chose the research location in Starbucks, Trans Studio Mall, Makassar City. In connection with the problems previously stated, an analysis will be carried out based on the data obtained using the following calculation: (1) Validity test, used to measure whether a questionnaire is valid or not. A questionnaire is said to be useful if the questionnaire's questions can reveal something, which is measured by the questionnaire. The results showed that the brand image variable had positive and significant influences on purchasing decisions; this indicated that Starbucks should maintain a good brand reputation, increasing consumer loyalty. Introducing products to consumers will give a good impression, and consumers will also remember the product. The results showed that the product quality variable had positive and significant effects on purchasing decisions; this indicated that Starbucks had to improve the quality of the products offered to increase sales levels. 12.9% of variables are not examined in this thesis, and this also affects the purchasing decision at Starbucks Trans Studio Mall Makassar; the variables that are not examined are (Price, Location, and Lifestyle). Researched, so you can find out what variables influence a person to make purchasing decisions at Starbucks Trans Studio Mall Makassar. In this study, the authors chose the research location in Starbucks, Trans Studio Mall, Makassar City. In connection with the problems previously stated, an analysis will be carried out based on the data obtained using the following comment: (1) Validity test, used to measure whether a questionnaire is valid or not. A questionnaire is said to be useful if the questionnaire's questions can reveal something, which is measured by the questionnaire. The results showed that the brand image variable had positive and significant effects on purchasing decisions; this indicated that Starbucks should maintain a good brand reputation, increasing consumer loyalty. Introducing products to consumers will give a good impression, and consumers will also remember the product. The results showed that the product quality variable had positive and significant influences on purchasing decisions; this indicated that Starbucks had to improve the quality of the products offered to increase sales levels. 12.9% of variables are not examined in this thesis, and this also affects the purchasing decision at Starbucks Trans Studio Mall Makassar, the variables that are not examined are (Price, Location, and Lifestyle). Researched, so you can find out what variables influence a person to make purchasing decisions at Starbucks Trans Studio Mall Makassar.

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Section: Introduction *mentioning

confidence: 99%

The Effects of Brand Image and Product Quality on Purchase Decisions

Rosanti¹,

Salam²,

Panus³

2021

Quant. Econ. Manag. Stud.

View full text Add to dashboard Cite

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“…In addition, an interesting insight was presented in a different context by Halkias et al (2016) and Halkias, Micevski, Diamantopoulos, and Milchram (2017). Halkias et al (2016) found strong interaction effects between country image and brand globalness in predicting brand preference.…”

Section: Consumer Perceptions Of Brand Globalnessmentioning

confidence: 99%

“…Halkias et al (2016) found strong interaction effects between country image and brand globalness in predicting brand preference. Similarly, Halkias et al (2017) report a finding that advertising based on global consumer culture imagery tends to produce greater brand credibility when it is linked to the foreignness of brand origin. These findings may suggest that country image may play a greater role in quality judgments for highly global brands, which are brands better known to consumers.…”

Section: Consumer Perceptions Of Brand Globalnessmentioning

confidence: 99%

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

Han

2020

J of Consumer Behaviour

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Consumers in emerging markets are known to have strong preferences for well‐known foreign brands. Drawing on schema and categorization theories, this study empirically investigates how accessible two components of brand foreignness – globalness and country of brand origin – are in consumer perceptions of brand quality in emerging markets. In addition, we argue that brand globalness can be shaped by inferential reasoning and test how consumer perceptions of brand globalness are affected by both a brand's country of origin and its perceived quality. Two different studies were conducted with young‐adult consumers in China. The study found that in their evaluations of foreign brands consumers are more influenced by country of origin than by brand globalness. It also found that consumers tend to perceive a high level of globalness in high‐quality brands and brands from a favorable country‐of‐origin. Further, this tendency was found to differ between well‐known and lesser‐known brands. These findings confirm the predictive validity of country of origin, but contrast with extant literature on the role of brand globalness as a principal quality cue for foreign brands among consumers in emerging markets. Our findings also imply brand globalness can be an inferred attribute of perceived brand quality and country‐of‐origin image. Keywords: brand foreignness, brand globalness, country‐of‐origin effect, emerging markets.

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“…Consumers use schemata to form brand perceptions (Halkias 2015; Meyers-Levy and Tybout 1989), to make sense of advertising messages and marketing communications (Halkias and Kokkinaki 2014), and to understand how product categories are structured in a meaningful way (Boush and Loken 1991). In empirical work, schemata have been used as theoretical vehicles to explain (1) how congruence between consumer culture ad imagery and brand image affects the effectiveness of foreign brand communications (Halkias et al 2017), (2) how consumers form stereotypes (i.e., collectively shared schemata) about brands and products based on their globalness/localness (Davvetas and Halkias 2019) or country of origin (Diamantopoulos et al 2017), and (3) how home country–brand schema congruence enhances brand evaluations (Magnusson, Westjohn, and Sirianni 2019).…”

Section: Conceptual Background and Research Hypothesesmentioning

confidence: 99%

Lit Up or Dimmed Down? Why, When, and How Regret Anticipation Affects Consumers’ Use of the Global Brand Halo

Davvetas¹,

Diamantopoulos²,

Liu³

2020

Journal of International Marketing

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Research has long established the existence of a global brand halo that benefits global brands by triggering “global equals better” inferences by consumers. Nevertheless, little is known about the conditions under which this halo may or may not be used or about whether and, if so, how it can situationally fade. Drawing from regret theory, the authors posit that anticipating regret can conditionally both attenuate and accentuate consumers’ use of the global brand halo and develop a serial conditional process model to explain the mechanism underlying regret’s influence. The results of two experimental studies show that anticipated regret affects global brand halo use—and subsequently relative preference for global or local brands—by increasing consumers’ need to justify their purchase decision. Whether and how consumers will use the global brand halo depends on consumers’ product category schema, while the intensity of the halo’s use depends on consumers’ maximization tendency. The findings offer a decision-theory perspective on the competition between global and local brands and empirically based advice on managerial interventions that can influence global or local brand market shares.

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Exploring the effectiveness of foreign brand communication: Consumer culture ad imagery and brand schema incongruity

Cited by 27 publications

References 51 publications

The Effects of Brand Image and Product Quality on Purchase Decisions

The Effects of Brand Image and Product Quality on Purchase Decisions

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

Lit Up or Dimmed Down? Why, When, and How Regret Anticipation Affects Consumers’ Use of the Global Brand Halo

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