Brand, Identity and Reputation: Exploring, Creating New Realities ...

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The present study will test this proposition operationalized as the following two hypothesizes: H1a: The perceived equity of a country-Image influences the perceived equity of a firm-brand when a consumer associates one with the other. H1b: The perceived intensity of the connection between the country and the firm-brand will determine how readily, or directly, country-image equity transfers to a firm-brand. Methodology In order to test intensity as a potential moderator of the country-of-origin effect a study was carried out in two steps, first 10 university students of various disciplines were subjected to semi-structured interviews. The respondents were asked to name a number of firm-brands they perceived as having a strong relation to a country as well as firm-brands lacking such a relation. This provided a rich sample of country- and firm-brand-pairs representing a vast spectrum of different levels of intensity of perceived country-image to firm-brand connection. In the second part of the study 63 university students were subjected to a survey which measured perceived firm-brand equity, perceived country-image equity, firm-brand familiarity and the intensity of the connection between a firm-brand and a country image. The number of completed surveys (60) was sufficient for regression testing using 3 independent variables (Hair et al, 2009). The familiarity-variable was not included in the final analysis but rather served as a control for the potential of familiarity acting a confounder in the data. Colinearity-testing showed that no correlation of considerable strength exist between familiarity and any of the other variables included in the analysis. The variables were also found to conform to the demands of regression testing in terms of distribution. A second well-known moderator of the country-of-origin effect, the product-country fit (Roth & Romeo, 1992; Usunier & Cestre, 2007; Zeugner-Roth & Diamantopoulos, 2009) was dealt with by including a large number of different brands for evaluation (22) representing a variety of product categories so that the potential impact of product category would be diluted to the point where it would no longer be a significant confounder. Findings Regression analysis indicated that the interaction-term ―country-equity x connection intensity‖ emerges as a significant contributor of explained variance in this model, suggesting that connection intensity does play a role in how much consumers are influenced by a ―country-image‖ when evaluating a firm-brand. Table 1 Here This result suggests that not only can the perceived country-image equity influence firm-brand evaluation but that this influence is moderated by the perceived intensity of the connection between the country and the firm-brand. The low level of explained variance (12.5%) is due the semantic complexity of brands where perceived country-ofassociation is an important component, but ultimately just a part of what determine perceived brand-equity. The model shows that country-image does transfer to firm-brand in the data rejecting the null hypothesis for H1a, furthermore the interaction-term based on brand-equity and the connection-strength between country-image and firm-brand emerges as significant; indicating that it ads to the explained variance of the model which means that the null hypothesis for H1b is also rejected. Conclusions The results indicate that country-images have the potential to transfer their equity onto firm-brands that are perceived as being associated with; a notion that is generally accepted in contemporary research on the topic of country-of-origin effects (Pappu et al, 2006). The results also suggest that this association varies by degree - a finding which adds a new dimension to the idea of country-of-origin effects. This can be taken to means that in order to generate a beneficial country-of-origin effect for a firm-brand the brand must first be perceived as being associated with a country with a positive country-image equity and secondly that this association must be strong enough for the positive country-image equity to transfer onto the firm-brand. This means that firm-brands must not only be managed with diligence paid to which country they are associated to but also how intense this association is perceived to be by the target audience. References 1. Bilkey, W.J. & Nes, E. (1982). Country-of-Origin Effects on Product Evaluation. Journal of International Business Studies, Vol. 13 No. 1, pp. 89-99. 2. Hair, J.F. Jr., Black, W.C., Babin, B.J. & Anderson, R.E. (2009). Multivariate data analysis – A global perspective. New Jersey: Prentice Hall. 3. Henderson, G.R., Iacobucci, D. & Calder, B.J. (2002). Using Network Analysis to Understand Brands. Advances in Consumer Research, Vol. 29 No. 2002, pp. 397- 405. 4. Javalgi, R.G., Cutler, B.D. & Winans, W.A. (2001). At your service! Does country of origin apply to services. Journal of Service Marketing, Vol.15 No. 7, pp. 565- 582. 5. Jaworski, S.P. & Fosher, D. (2003). National Brand Identity & Its Effect on Corporate Brands: The Nation Brand Effect (NBE). Multinational Business Review, Vol. 11 No 2, pp. 99-108. 6. Josiassen, A. & Harzing, A-W. (2008). Descending from the ivory tower: reflections on the relevance and future of country-of-origin-research. European Management Review, Vol. 5 No. 2008, pp. 264-270. 152
7. Kaynak, E., Kucukemiroglu, O. & Hyder, A. S. (2000). Consumers' country-of-origin (COO) perceptions of imported products in a homogenous less-developed country. European Journal of Marketing, Vol. 34 No. 9, pp. 1221-1241. 8. Keller, K.L. (1993). Conceptualizing, Measuring and Managing Consumer-Based Brand Equity. Journal of Marketing, Vol. 57 No. 1, pp. 1-22. 9. Krishna, H.S. (1996). Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of Research in Marketing. Vol. 13 No. 1996, pp. 389-405. 10. Lim, K. & O'Cass, A. (2001). Consumer brand classifications: an assessment of culture-of-origin versus country-of-origin. Journal of Product and Brand Management, Vol. 10 No. 2, pp. 120-136. 11. Li, Z.G., Murray, L.W. & Scott, D. (2000). Global Sourcing, Multiple Country-of-Origin Facets, and Consumer Reactions. Journal of Business Research, Vol. 47 No. 2000, pp. 121-133. 12. Mitchell, C.J., De Houwer, J. & Lovibond, P.F. (2009). The propositional nature of human associative learning. Behavioural and brain sciences. Vol. 32 No. 2009, pp. 183-246. 13. Nagashima, A. (1970). A Comparison of Japanese and U.S. Attitudes Towards Foreign Products. Journal of Marketing, Vol. 34 No. January, pp. 68-74. 14. O‘Shaughnessy, J. & O‘Shaughnessy, N.J. (2000). Treating the Nation as a Brand: Some Neglected Issues. Journal of Makromarketing, Vol. 20 No. 56, pp. 56-64. 15. Pappu, R., Quester, P.G. & Cooksey, R.W. (2006). Consumer-based brand equity and country-of-origin relationships – Some empirical evidence. European Journal of Marketing. Vol. 40 No. 5/6, pp. 696-717. 16. Paswan, A. & Sharma, D. (2004). Brand-country of origin (COO) knowledge and COO image: investigation in an emerging franchise market. Journal of Product & Brand Management, Vol. 13 No. 3, pp. 144-155. 17. Peterson, R.A. & Jolibert, A.J.P. (1995). A Meta-Analysis of Country-of-Origin Effects. Journal of International Business Studies, Vol. 26 No. 4, pp. 883-900. 18. Roedder-John, D., Loken, B., Kim, K. & Monga A.B. (2006). Brand Concept Maps: A Methodology for Identifying Brand Association Networks. Journal of Marketing Research, Vol. 11 No. 2006, pp. 549-563. 19. Roth, M.S. & Romeo, J.B. (1992). Matching Product Category and Country Image Perception: A Framework for Managing Country-of-Origin Effects. Journal of International Business Studies, Vol. 23 No. 3, pp. 477-497. 20. Samiee, S. (1994). Consumer Evaluation of Products in a Global Market. International Business Studies, Vol. 25 No. 3, pp. 579-604. 21. Srinivasan, N., Jain, S.C. & Sikand, K. (2004). An experimental study of two dimensions of country-of-origin (manufacturing country and branding country) using intrinsic and extrinsic cues. International Business Review, Vol. 13 No. 2004, pp. 65-84. 22. Steenkamp, J-B.E.M., Batra, R. & Alden, D. (2003). How Perceived Brand Globalness Creates Brand Value. Journal of International Business Studies, Vol. 34 No. 1, pp. 53-65. 23. Thakor, V.M. & Lavack, A.M. (2003). Effect of perceived brand origin associations on consumer perceptions of quality. Journal of Product and Brand Management, Vol. 12 No. 6, pp. 394-407. 24. Ulgado, F.M. (2002). Country-of-Origin Effects on E-commerce. Journal of American Academy of Business, Vol. 2 No. 1, pp. 250-253. 25. Usunier, J-C. & Cestre, G. (2007). Product Ethnicity: Revisiting the Match between Products and Countries. Journal of International Marketing, Vol. 15 No. 3, pp. 32- 72. 26. Zeugner-Roth, K.P. & Diamantopoulos, A. (2009). Advancing the country image construct. Journal of Business Research, Vol. 62 No. 2009, pp. 726-740. Firmbrand Figure 1. The firm-brand is perceived as being associated to the characteristic ―x‖ (indicated by the dotted line) by what is actually a second order association (full lines) taking the path via an association to its perceived country-of-origin which in turn carries a ―primary‖ association to the characteristic ―x‖. Table 1. Regression model summary. Dependent variable: Firm-brand equity (y). y = k + ax1 + bx2 + c(x1 * x2) + e; R 2 = 0.125 Variable B β Sig. Characteristic “x” Country Constant (k) 3.182 - 0.000 Country-image a(x1) 0.188 0.182 0.005 Connection Intensity b(x2) -0.005 -0.007 0.930 Interaction Term c(x1 * x2) 0.025 0.213 0.044 153
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Book of Proceedings Brand, Identity
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Session 1.1 Emotional Branding in T
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p.31) consumers tend to those sourc
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Tables and figures Brand perception
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Malaysia‘s Global Halal Hub - ―
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Birds of a Feather Consume Sports T
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Session 1.2 How is Social Media, li
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2. Interviews made with the adminis
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Table-5 Facebook Members of Homeles
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content (UGC) or even direct intera
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Fierman, (1991) found that 47% of c
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Multiple Dimensions of Brand Identi
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Session 1.3 Corporate Identity, Cor
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CSR are the ideals and ethics of co
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Corporate Brand Identity Management
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To study the influence of B2B relat
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Antecedents And Consequences Of Bra
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22. Gurviez, P., and Korchia, M. (2
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Non-monetary factors, such as effor
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23. Holbrook, M.B. (2006). Consumpt
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Brand Extensions and Culture: The I
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avoidance tend to prefer more infor
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Virtual Internal Brand Communities:
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References 1. Algesheimer, R., Dhol
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associations based on their percept
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shift in the psychological contract
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10. Berthon, P., Ewing, M., & Hah,
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Session 2.1 Global Brand Relationsh
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G. Brand Personality Excitement Hon
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The Impact of Relationship Marketin
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‗United 2010-one for all, all for
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Brand Equity Trends in Top Global B
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Uncovering ‗Meanings‘ through A
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45. Melewar, T.C. and Saunders, J.
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Thus, from a design perspective, we
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Keywords Brands, marketing, meaning
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How Important is the Brand Name Ele
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References 1. Aaker, D. (1991). Man
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Simon Cowell and Branding the X Fac
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Dead or Living: Which Celebrity To
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Reference 1. Bagozzi, R.P. & Yi, Y.
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has been adopted and within this an
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Organizational Factors Contributing
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examine and reconcile existing lite
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Effects of Corporate Social Respons
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15. Morsing M, & Schultz M. (2006).
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1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Page 107 and 108: Financial Brand Valuation: an exper
Page 109 and 110: Figure 1 Religiously Motivated Cons
Page 111 and 112: I Don‘t Like It! - Understanding
Page 113 and 114: Session 3.2 Advertising Agency Empl
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Page 117 and 118: The Life Cycle of Mavens Lynne Free
Page 119 and 120: Exploring the relationship between
Page 121 and 122: internal branding process. Internal
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Page 125 and 126: Profiling the Image of Urban Busine
Page 127 and 128: Finally, the paper confirms the cau
Page 129 and 130: Table 3 Image differences according
Page 131 and 132: associated with the brand‖ (Aaker
Page 133 and 134: Figure 1 - Number of adjectives sel
Page 135 and 136: Figure 5 - Main attributes of a gol
Page 137 and 138: Empirical Studies For both studies,
Page 139 and 140: Figure 2: Perception of the City of
Page 141 and 142: Co-branding places? Andrea Lucarell
Page 143 and 144: 12. Lucarelli, A., & Berg, P. O. (2
Page 145 and 146: the place brands, as has been showe
Page 147 and 148: Session 3.4 Innovation and Entrepre
Page 149 and 150: The interviews were conducted in th
Page 151: Country-of-Origin Effects on Brand
Page 155 and 156: Results The demographic profile ind
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Page 159 and 160: Plenary Session 2 Brand Performance
Page 161 and 162: Uncles, M.D. & Kwok, S. (2008). Gen
Page 163 and 164: Brand Management Framework Empirica
Page 165 and 166: Coneptualising Branding in Indian P
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Page 169 and 170: Concentrating on the actual practic
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Page 183 and 184: A brand-driven strategy oriented to
Page 185 and 186: Rheingold, H. (1993). The Virtual C
Page 187 and 188: A Framework for Public Sector Brand
Page 189 and 190: Conclusion Public sector organisati
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Page 193 and 194: There are also some changes in term
Page 195 and 196: Brand Hypocrisy Sanne Frandsen, Cop
Page 197 and 198: Table 1: Empirical Findings Theory
Page 199 and 200: Brand Governance in Social Networki
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When Individual Experience becomes
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Impact of Storytelling on Consumer
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The Role of Communication in Establ
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Culture‘s Influence on Consumer P
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+ Top-Down Dynamic between Luxury F
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Analysis and results We assessed th
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An Exploration of Own Brand Retaile
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11. ETI 2010. Ethical Trading Initi
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When investigating unique significa
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Session 8.2 Closing the Gaps - the
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accomplishing reality rather than d
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Reddy, 1998, p.40). As a result, br
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Figure 2: Doves Real Beauty Billboa
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Literature review, as a complete re
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Segmenting McDonalds: Measuring Bra
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A simple eyeballing of the segment
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Segment 2 Segment 3 Segment 4 235
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Session 8.3 Brand Attitudes and the
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when preceded with the related conc
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What keeps smokers from quitting? U
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Table 1: Description of the cigaret
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Exploring differences in product at
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Based on the results some general c
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Data was collected by independent j
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Sonic branding: A review of literat
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How is green seen? Exploring the im
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were in evidence. The inability to
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Generally speaking, people use exte
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How Retail Banks Use Atmosphere to
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Actually, we don‘t feel constrain
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Introduction Reputation and Financi
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Chun, R. & Davies G. (2009). Employ
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Identity, Reputation and Organizati
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Introduction Factors Affecting Bran
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A quiet important approach then bec
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27. Gentry, C.R., ―Building on Br
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Together these issues have resulted
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elations. If the contact persons tr
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How do you Really Know? Exploring B
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Originality/value The psychology li
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asked ―did you see any of these c
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expressivity (Ω experts = 0,96 p
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Next are brand associations, also r
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Table 1: Selection of variables, it
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Special Session Issues in Brand Gov
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A Competance based Brand: Meaning a
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Session 12.4 Special Session Topic:
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Brand Meaning Co-Creation of Newcom
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Leonor Vacas de Carvalho, Évora Un
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Ronaldo Schutz, University of the A
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