The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness: a construal level perspective

Abstract

PurposeThis research draws upon construal level theory to investigate how brands can develop effective international marketing strategies using country image versus product image across international markets with different cultural distances between them.Design/methodology/approachThe paper reports two preliminary studies and three experimental studies in the context of Australian brands using a “clean and green” image. The preliminary studies explore how product versus country image and cultural similarity are related to construal levels. Then, Study 1 examines consumers from different countries as a proxy of cultural distance, whereas Studies 2 and 3 manipulate levels of cultural distance to test the effects on consumers. Moreover, Study 3 also uses a behavioral outcome as the focal dependent variable and tests the underlying mechanism.FindingsThe results demonstrate a significant interaction effect between country-of-origin positioning and cultural distance, such that an Australian brand emphasizing the country (vs product) image gains more favorable responses among consumers with high levels of cultural distance. Conversely, an Australian brand emphasizing the product (vs country) image gains more favorable responses among consumers with low levels of cultural distance. Further, this research identifies perceived brand cultural authenticity as the underlying process driving the interaction effect.Originality/valueThe findings of this research contribute to the literature on international marketing in general and the country-of-origin literature in particular by examining country-of-origin positioning and cultural distance from the construal level perspective. The research also provides managerial implications on how to promote products in the international market across different cultural distances.

The role of online channel in influencing perceived firm size and brand authenticity in international marketing

“…Finally, we have demonstrated that our effects are consistent across different markets (India, the US and the UK). However, we note that these markets also have cultural differences (Septianto et al, 2022). As such, future research could explore the extent to which our effect could be extended across different international markets and the potential cultural dimensions that may influence the identified effects.…”

Country-of-origin effects on consumer cognitive structures and preference for foreign brands among elites

“…It has been found that consumers use their knowledge or stereotypes they hold about a country and use such knowledge to evaluate brands they perceive to be associated with that country (Balabanis et al , 2019). For example, Septianto et al (2022, p. 1) argues that “an Australian brand emphasizing the country's image gain low favourable responses among consumers”. Additionally, consumers perceived world from a categorical perspective to “economize their cognitive resources and simplify and/or streamline their underlying cognitive processes” (Balabanis et al , 2019, p. 42).…”

How product hedonism affects the Country-of-Origin effect on product perceived quality and price in the China market

“…Seeing COO as providing important information for consumer decision making has long been accepted by researchers (e.g. Bilkey and Nes, 1982;Han, 1989;Hong and Wyer 1990;Phau and Chao, 2008;Phau and Prendergast, 2000;Septianto et al, 2022;Schill et al, 2021;Verlegh and Steenkamp, 1999). It is so important a consideration for the consumers, to the extent that during the COVID-19 pandemic, COO has appeared to be an important factor in the vaccine choice (Chaney and Lee, 2022).…”

“…Seeing COO as providing important information for consumer decision making has long been accepted by researchers (e.g. Bilkey and Nes, 1982; Han, 1989; Hong and Wyer 1990; Phau and Chao, 2008; Phau and Prendergast, 2000; Septianto et al. , 2022; Schill et al.…”