The Spillover Effects of Prototype Brand Transgressions on Country Image and Related Brands

Magnusson, Peter; Krishnan, Vijaykumar; Westjohn, Stanford A.; Zdravković, Srđan

doi:10.1509/jim.13.0068

Cited by 103 publications

(133 citation statements)

References 57 publications

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“…Magnusson et al (2014) examinaram o efeito recíproco de marcas de automóveis sobre a marca do país. A partir da manipulação de informações sobre recalls de automóveis alemães e sul-coreanos apresentadas a 539 estudantes de administração de três universidades norte-americanas, os autores verificaram que as marcas de países também podem ser prejudicadas por informações negativas acerca de bens produzidos em seus territórios.…”

Section: Efeito Recíproco Sobre Marcas De Paísesunclassified

“…O efeito recíproco resultante de mudanças em características 14 objetivas ou nas percepções de produtos já identificados pela marca foi estudado por alguns poucos pesquisadores na área de marca do país (CLIFTON, 2014;LEE, LOCKSHIN, 2012;MAGNUSSON et al, 2014 Apesar de não contar com o mesmo apoio teórico, é possível identificar na literatura um terceiro significado do termo "marca". É frequente o uso do termo "marca" para designar um produto específico identificado por determinada marca, como, por exemplo, em Aaker (1996b).…”

Section: Introductionunclassified

“…O efeito recíproco resultante de mudanças em características objetivas ou nas percepções de produtos já identificados pela marca foi estudado por alguns poucos pesquisadores na área de marca do país (CLIFTON, 2014;LEE, LOCKSHIN, 2012;MAGNUSSON et al, 2014). Nestes casos, o efeito recíproco não é causado pela inclusão de um novo elemento no conjunto identificado pela marca, mas sim pela variação nos julgamentos feitos acerca de elementos antigos desse conjunto.…”

Section: Introductionunclassified

“…A quase totalidade dos estudos nessa área centra suas análises nos bens de consumo (KIM, LAVACK, SMITH, 2001;MARTINEZ, CHERNATONY, 2004;PINA, RILEY, LOMAX, 2013). Alguns poucos estudos tratam do efeito recíproco no contexto de marcas-país, abordando produtos de determinada origem geográfica específica (CLIFTON, 2014;MAGNUSSON et al, 2014). O estudo que mais se aproxima do tema turismo é aquele desenvolvido por Lee e Lockshin (2012) acerca do efeito recíproco do artesanato de um país sobre a marca turística deste.…”

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A formação do poder da marca turística do país: experimentos sobre o efeito recíproco causado por destinos turísticos

Santos¹

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Assigning a brand to an element influences the consumer not only with respect to the element itself. The effects of this assignment may also fall on the consumer behavior regarding the brand, indirectly affecting other elements that display this symbol of identification. The effect of the product that receives the brand on consumer behavior towards the brand itself have been named reciprocal effects. To date, reciprocal effects were mainly studied in the context of brand extensions to new goods and services. The present research studies reciprocal effects in a context that has not been examined yet: the tourism brand of the country. The objective of this research is to analyze how the power of the tourism brand of the country is affected by the subjective values of destinations situated in its territory. To do that, a conceptual model was developed based on the perspective of brands as identification symbols that enable categorization of products through mental schemes. In empirical terms, the study focused on the valence and the linearity of this relationship. It also analyzed the effect of the similarity across country's destinations on the power of the national brand. A final analysis focused on the moderating role of consumer knowledge about tourism characteristics of the country falling upon the reciprocal effect of the subjective values of destinations. These objectives are useful to support a number of branding decisions, especially those regarding countries and regions' tourism brands. Two experiments were conducted in order to achieve these objectives. The first experiment addressed the effects of subjective values of destinations on the power of the tourism brand of the country in a context of hypothetical destinations and countries. It used data collected from a sample of 230 Brazilian undergraduate students. The second experiment focused on the Brazilian case by using a sample of 363 US consumers. The results evidenced the existence of the reciprocal effect of subjective values of destinations on the power of the tourism brand of the country. The experiments also showed that this effect is not linear, but increasing with respect to the subjective values of destinations. The effect of the similarity across destinations on the power of the national tourism brands was not supported by empirical data. Similarly, the moderating effect of knowledge about tourism characteristics of the country on the reciprocal effect of subjective values of destinations was not evidenced.Keywords: brand, reciprocal effect, tourism marketing, consumer behavior. Lista de Figuras IntroduçãoMarcas permitem associar elementos a determinadas categorias mentais.Consequentemente, esses elementos se tornam alvo de inferências sobre suas propriedades desconhecidas (BOUSH, LOKEN, 1991;PARK, MILBERG, LAWSON, 1991) e se tornam associados a significados próprios da marca. Desta forma, o valor subjetivo do elemento identificado pela marca é diferente daquele relativo ao elemento sem marca (KAPFERER, 2008;KELLER, 1993). Essa influência...

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Section: Efeito Recíproco Sobre Marcas De Paísesunclassified

Section: Introductionunclassified

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A formação do poder da marca turística do país: experimentos sobre o efeito recíproco causado por destinos turísticos

Santos¹

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“…Nesse contexto, e em concordância Brijs, Bloemer e Kasper (2011), Buhmann e Ingenhoff (2015), Diamantopoulos, Schlegelmilch e Palihawadana (2011), Guina e Giraldi (2012), Magnusson et al (2014), Papadopoulos (2012), Roth e Diamantopoulos (2009) e Wang et al (2012), considera-se que mais estudos são necessários a fim de contribuir, acadêmica e gerencialmente, na pesquisa de país de origem, especificamente na melhor compreensão do construto "Imagem de país".…”

Section: Introdução Finalidade E Relevância Da Pesquisaunclassified

A imagem do Brasil: um estudo a partir da perspectiva de consumidores latino-americanos

Ayala¹

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Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets

Han

2020

J of Consumer Behaviour

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Consumers in emerging markets are known to have strong preferences for well‐known foreign brands. Drawing on schema and categorization theories, this study empirically investigates how accessible two components of brand foreignness – globalness and country of brand origin – are in consumer perceptions of brand quality in emerging markets. In addition, we argue that brand globalness can be shaped by inferential reasoning and test how consumer perceptions of brand globalness are affected by both a brand's country of origin and its perceived quality. Two different studies were conducted with young‐adult consumers in China. The study found that in their evaluations of foreign brands consumers are more influenced by country of origin than by brand globalness. It also found that consumers tend to perceive a high level of globalness in high‐quality brands and brands from a favorable country‐of‐origin. Further, this tendency was found to differ between well‐known and lesser‐known brands. These findings confirm the predictive validity of country of origin, but contrast with extant literature on the role of brand globalness as a principal quality cue for foreign brands among consumers in emerging markets. Our findings also imply brand globalness can be an inferred attribute of perceived brand quality and country‐of‐origin image. Keywords: brand foreignness, brand globalness, country‐of‐origin effect, emerging markets.

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The Spillover Effects of Prototype Brand Transgressions on Country Image and Related Brands

Cited by 103 publications

References 57 publications

A formação do poder da marca turística do país: experimentos sobre o efeito recíproco causado por destinos turísticos

A formação do poder da marca turística do país: experimentos sobre o efeito recíproco causado por destinos turísticos

A imagem do Brasil: um estudo a partir da perspectiva de consumidores latino-americanos

Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets

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