Kapittel 17: Does country-of-origin image and ethnocentrism positively influencethe home market brand equity for the brand Dybvik?

Abstract

SAMMENDRAG Studien analysere effekter av konsumenters oppfatninger av image til opprinnelsesland (COOI) og etnosentrisme på oppfattet verdi til klippfiskmerket Dybvik. En markedsundersøkelse med 333 respondenter er analysert v.h.a. PLS-SEM for å svare på følgende problemstilling: Påvirker oppfattet COOI og etnosentrisme klippfiskmerket Dybvik positivt på hjemmemarkedet? Begge variabler har positiv effekt på oppfattet merkeverdi, men i ulik grad i forhold til merkeverdiens underliggende dimensjoner.ABSTRACT The study analyses the effects of consumers' country-of-origin image perception (COOI) and ethnocentrism on brand equity for the bachalau brand Dybvik. A survey of 333 respondents is analysed by using PLS-SEM in order to answer the following research question: Does COOI and ethnocentrism positively influence the home market brand equity for the brand Dybvik? Both variables positively effects the perceived brand equity, but in different degree on the various underlying dimensions of the equity. KEYWORDS Brand building | Brand equity | Country-of-origin image (COOI) | Bachalau | Ethnocentrism KAPITTEL 17 DOES COUNTRY-OF-ORIGIN IMAGE AND ETHNOCENTRISM POSITIVELY INFLUENCE THE HOME MARKET BRAND EQUITY FOR THE BRAND DYBVIK? 311 REMARKSThe authors of this chapter have no conflicts of interest.

The Role of Animosity, Religiosity, and Allocentrism in Shaping Purchase Intention through Ethnocentrism and Brand Image

“…It is reflected in the percentage of variance for the brand image, which only reaches 6.8%. The future research may also refer to research by Nervik et al, (2018), who found that in addition to consumer ethnocentrism, the brand image is also influenced by country-of-origin image and recent consumer experience.…”

“…This study integrates all factors that can affect consumer ethnocentrism, animosity, religiosity, and allocentrism (Tabassi et al, 2012;Selli & Kurniawan, 2014;Nervik et al, 2018) to predict the purchase intention of Indonesian customer, mediated by the brand image. The new research framework provides a comprehensive view of how consumer ethnocentrism influences the behaviour of the customer.…”

“…Allocentrism consists of four items based on Selli and Kurniawan (2014) and Park et al, (2016), while consumer ethnocentrism has eight measures based on Tabassi et al, (2012); Selli and Kurniawan (2014); Deb and Sinha (2015). Both brand image and purchase intention consist of five questions, while brand image measures are based on Nervik et al (2018), and Farooq and Ali (2018), purchase intention is from Li (2016) and Tabassi et al, (2012). The complete questionnaire can be found in Appendix 1.…”

“…The Chinese smartphone brand is well established. (Nervik et al, 2018) The Chinese smartphone brand has a clean image. The Chinese smartphone brands have a distinct image in comparison with the other products/brands.…”

An Investigation of Korean Consumers' Service Quality Perception of Im ported Retail Services: Im plications of Consum er Ethnocentrism

“…Ethnocentrism can be defined as the phenomenon where consumers prefer to purchase domestic products, or avoid purchasing imported products (Sharma et al, 1995). Ethnocentrism makes consumers reluctant to purchase imports, since they perceive that doing so may negatively affect their country's economy (Dursun et al, 2019;Nervik et al, 2018). Since consumer ethnocentrism influences consumers' decision-making processes, importers and exporters have to consider the level of ethnocentrism in their target consumer market when making international marketing decisions.…”