The Automatic Country-of-Origin Effects on Brand Judgments

Liu, Scott S.; Johnson, Keith

doi:10.1080/00913367.2005.10639183

Cited by 142 publications

(99 citation statements)

References 30 publications

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“…Considering consumer knowledge about COO stereotypes, the existence of a hierarchy of COOs should be possible, as has been suggested by some scholars (Janda & Rao, 1997;Liu & Johnson, 2005), and the levels could relate to both geographical specifications and product classes or categories. Our findings are based on different product categories, some of which are strictly related to Italian typical manufacturing products (food and fashion) while others are more generic, but COO effects did not occur in any of those categories.…”

Section: Discussionmentioning

confidence: 99%

“…In fact, stereotypes could be seen in terms of a hierarchical structure comprising different levels of specificity (Janda & Rao, 1997 Therefore, consumers can attach to products beliefs related to the specific country, but also more general associations related to the region or the geographic area (Schweiger, Haubl, & Friederes, 1995). Some researchers have pointed out that country stereotypes can have a high level of specificity, and can also be related to a class of product made in a certain country (Liu & Johnson, 2005).…”

Section: Literature Reviewmentioning

confidence: 99%

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Does country of origin affect brand associations? The case of Italian brands in China

Checchinato

Disegna

Vescovi

2013

Journal of Global Scholars of Marketing Science

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Findings related to how country of origin affects consumers' product evaluations are still not consistent. Previous studies are mainly based on experiments and the results related to consumer judgements come from the elaboration of scores given to semantic scale items. Considering that brand image consists of a network of associations, the aim of this research is to evaluate how country of origin affects this entire network. An experiment was conducted involving 301 Chinese subjects to test the hypothesis that country stereotypes can be transferred to brands.

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Section: Discussionmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Does country of origin affect brand associations? The case of Italian brands in China

Checchinato

Disegna

Vescovi

2013

Journal of Global Scholars of Marketing Science

View full text Add to dashboard Cite

show abstract

“…If new inferior brand is positioned close enough to the existing brand, it may be categorized as in a subgroup with the superior brand and lose in comparison to the existing brand. Moreover, country of origin effect influences product judgments (Liu et al, 2005). Khatibi et al (2002) argued that the current customer loyalty literature fails to reach consensus regarding the determinants of customer loyalty.…”

Section: Brand Judgementmentioning

confidence: 99%

Managing loyalty through brand image, judgement and feelings for leveraging power brands

Panda

Kapoor

2016

Management &Amp; Marketing

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“…Many products present intangible or immaterial qualities in the market place, which in turn may be implicitly linked to their region of origin (Kotler & Gertner, 2004;Liu & Johnson, 2005). Moreover, this relationship between place and product is a potentially complex one, as we discuss below.…”

Section: Introductionmentioning

confidence: 99%

Towards a holistic understanding of county of origin effects? Branding of the region, branding from the region

Clifton

2014

Journal of Destination Marketing & Management

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Nations and regions have images, or "brands" that stakeholders often attempt to manage or at least influence. In turn, many products have an association with a region or place, sometimes positively, and sometimes negatively so. These associations interact and shape each other. In this paper we thus argue that for a holistic view of country-of-origin effects, an understanding is needed of both branding of the region, and branding from the region, nation or place in question. Country-of-origin (COO) research has tended to focus upon how geographical associations may assist the marketing of certain products (halo effects) and indeed protect brand images from negative place-based associations (shield effects). The role of symbolic value here is discussed with the explicit assertion that its importance is increasing and that COO effects can be seen as an example of thereof; although these are likely to vary with the product or indeed place under consideration. We seek to develop these ideas by investigating the existence of branding spillovers in the opposite direction i.e. from product to regional image. This is done using the case of Wales via an investigation of three companies engaged with the changing meaning of their own country of origin -and also of the recent marketing initiatives of the Welsh Government itself. In this way the paper seeks to contribute a place-based bridging of the destination management literature and the brand management literature.

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The Automatic Country-of-Origin Effects on Brand Judgments

Cited by 142 publications

References 30 publications

Does country of origin affect brand associations? The case of Italian brands in China

Does country of origin affect brand associations? The case of Italian brands in China

Managing loyalty through brand image, judgement and feelings for leveraging power brands

Towards a holistic understanding of county of origin effects? Branding of the region, branding from the region

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