The Relationship among Country of Origin, Brand Equity and Brand Loyalty: Comparison among USA, China and Korea

Ko, Eunju; Kim, Kyung Hoon; Kim, Sook Hyun; Li, Guofeng; Zou, Peng; Zhang, Hao

doi:10.1080/12297119.2009.9707286

Cited by 32 publications

(12 citation statements)

References 42 publications

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“…Verhoef (2003) and Vogel et al (2008) introduce a 6-item scale to measure brand equity that focuses on the overall perception of brand image. Brand image based on brand equity is also widely used in other research, according to Rust et al (2004), Ko et al (2009), and Kim et al (2008). When examining brand equity, items, such as total brand image, famousness, and the brand activities, are examined.…”

Section: Methodsmentioning

confidence: 99%

Moderating Effects of Nationality and Product Category on the Relationship between Innovation and Customer Equity in Korea and China

Zhang¹,

Ko²,

Lee³

2012

J of Product Innov Manag

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Innovation has become a key concept in recent decades. Truly innovative products can create value for consumers, extend the product category, generate higher margins, and strengthen the brand. Simply speaking, relationships may form between product innovation and each driver of customer equity. However, for different product categories and nationalities, this relationship may differ. This paper not only identifies the relationships between innovation and customer equity, but also examines the moderating effects of product category and nationality. In total, 409 consumers from Korea (n = 200) and China (n = 209) were surveyed by questionnaire in this study. The stimuli of the degree of innovation (i.e., radical or incremental) included Nike+Ipod and Adidas 1, and Nike Air Max and Adidas Team Series from the shoe industry, while H&M designer label and Nano material, and H&M seasonal collection and cycle material from the clothing industry. Structural equation modeling was used to test the hypotheses. The results show that the degree of innovation exerts positive influences on value equity and brand equity, which can be drivers of customer equity. Thus, the reason firms launch innovative products is not only to boost sales by increasing customer value, but also to improve brand image, which can influence the customers’ purchase decision. The relationship between innovation and customer equity can be moderated by product category and nationality. Managers should develop different innovation strategies based on different product categories and customer nationalities.

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Section: Methodsmentioning

confidence: 99%

Moderating Effects of Nationality and Product Category on the Relationship between Innovation and Customer Equity in Korea and China

Zhang¹,

Ko²,

Lee³

2012

J of Product Innov Manag

Self Cite

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“…Specifically, job seekers and consumers both develop positive or negative perceptions about a company and jobs based on their exposure to the messages it communicates (Collins and Stevens, 2002). Thus, the marketing literature on brand equity can be useful for helping to understand how job seekers develop beliefs about organizations as employers (Collins and Stevens, 2002;Kim and Brandon 2010;Ko et al, 2009;Moon et al, 2010). Collins and Stevens (2002) identify two dimensions of employment brand equity such as awareness and associations.…”

Section: Corporate Imagementioning

confidence: 96%

Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image

Kim

Jeon

Jung

et al. 2011

Journal of Business Research

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Traditional human resource management does not consider adopting a marketing approach in creating a positive company image to enable the recruitment of better employees. Recently, however, many scholars have attempted to apply marketing principles to recruitment management. Marketing can help create an effective image for a firm and position the firm as a good place to work. The study here examine ways marketing management relates to recruitment marketing in the hospital industry and finds that a hospital's sustainable competitive advantage, marketing strategy, and employment brand equity can influence the intention of medical doctors to pursue job opportunities.

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“…Country-of-origin, brand image and brand evaluation are known for the effect on customers' perception of a product or brand (Hsieh, Pan, & Setiono, 2004). Ko et al (2009) demonstrated the relationship between country-of-origin image, brand image, perceived quality and purchase intention. The country-of-origin and brand image have positive effects on perceived quality, and perceived quality has a positive effect on purchase intention.…”

Section: The Mediating Role Of Brand Image and Brand Evaluationmentioning

confidence: 99%

The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation

Hiến¹,

Phuong²,

Tran³

et al. 2020

10.5267/j.msl

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In today's competitive business environment, organizations are always seeking for valuable practices to build a strong brand and enhance purchase intention. Accordingly, this study is designed to propose and test the effect of country-of-origin image on brand image, brand evaluation and purchase intention. These relationships are verified through 283 customers with purchase intention of electric household appliances. Cronbach's alpha and confirmatory factor analysis (CFA) tests are applied to examine the reliability and validity of the scale. Structural Equation Modeling (SEM) is also adopted to test hypotheses. The finding shows that the country-of-origin image had a positive effect on brand image, brand evaluation and purchase intention. Brand image and brand evaluation also had a positive effect on purchase intentions. In addition, the study indicates that both brand image and brand evaluation played mediating roles on the relationships between country-of-origin image and purchase intention. As the result, some implications are discussed, and the next research direction is proposed.

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The Relationship among Country of Origin, Brand Equity and Brand Loyalty: Comparison among USA, China and Korea

Cited by 32 publications

References 42 publications

Moderating Effects of Nationality and Product Category on the Relationship between Innovation and Customer Equity in Korea and China

Moderating Effects of Nationality and Product Category on the Relationship between Innovation and Customer Equity in Korea and China

Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image

The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation

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