Relationship among China’s country image, corporate image and brand image

Abstract

Purpose The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images and country-of-origin effect, a research model was developed to evaluate country image, corporate image and brand image. Design/methodology/approach To test the model and investigate the effects of country, corporate and brand image on brand attitude and purchase intention, a survey was conducted that examined Korean consumers’ attitudes toward well-known Chinese brands. Findings China’s country image was found to comprise four dimensions: political image, economic image, citizen image and country relationship image. Country image had a direct positive effect on brand attitude, and through brand attitude, country image had an indirect positive effect on purchase intention. Corporate image and brand image had a positive effect on brand attitude and a direct positive effect on purchase intention. In addition, country image had a positive effect on corporate image, while through corporate image, country image had an indirect positive effect on brand image. Originality/value These findings not only offer theoretical evidence for research on China’s country image, but also provide empirical evidence to support the “going global” strategies of Chinese enterprises.

Country-of-origin as a dynamic concept: an analysis of Chinese consumer electronics brands in Germany

“…This study provides experts on internationaland especially Chinesebrands with strategic advice on marketing communications (Fan, 2019). Companies operating internationally are recommended to examine the extent to which their own brands' COOs are already known, and how this knowledge is distributed among brand enthusiasts.…”

“…The fact that the USA has lost popularity in Germany, and China is preferred as an economic partner according to some surveys, can be seen as an opportunity for China's policymakers and entrepreneurs. However, it is necessary to differentiate between political, cultural and commercial country-image effects (Fan, 2019). For example, although German business decision-makers have recently tended to focus on China, the USA's popular cultural influence, from which such brands as Apple benefit, is more firmly anchored in Germany (Mueller, 2004).…”

“…Although researchers have reached different conclusions on the influence of "Made in" labels, the image and characteristics attributed to a country have been clearly shown to influence the perception of the products manufactured there (Josiassen et al, 2013;Leonidou et al, 2007). At best, consumers may be inclined to buy products from that a country with a positive image (Fan, 2019;Kang and Yang, 2010). Conversely, a negative country image can lead to lower sales of goods that are produced there, which prompts companies to compensate for this by increasing marketing spend (Jaworski and Fosher, 2003).…”

“…Moreover, the influence of the mass media on country perceptions is well-established (Anholt, 2010;Buhmann and Ingenhoff, 2015), but has rarely been addressed in COO research. The influence of country relationships has already been investigated using the concepts of "country relationship image" (Fan, 2019) and "country animosity," specifically for conflict-ridden relationships (Meshreki et al, 2018). Although an extreme form, country-specific product boycotts are proof that country image and brand affiliations influence purchasing behaviors (Shebil et al, 2011).…”

The Influence of Brand Image and Word of Mouth on Purchase Intention on Services of Pt. Protoza Kreasi Nusantara Jakarta

“…Consumers' attitudes toward the brand will improve as a result of a positive brand image being developed (Arli et al, 2017;Fan, 2019). When innovation and creativity are carried out, it is impossible to separate them from the brand image, which is considered a type of association that arises in the minds of consumers when considering a specific brand as a result of the results of creativity and innovation, especially in the service industry.…”