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Luxury cars Made-in-China: Consequences for brand positioning

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  • Bartikowski, Boris
  • Fastoso, Fernando
  • Gierl, Heribert

Abstract

This research shows that effects of Alden, Steenkamp, and Batra's (1999) consumer-culture positioning strategies (i.e., global, local, or foreign consumer-culture positioning) on consumer attitudes toward brands are contingent on the image of the foreign brand's country of-origin and the communication of a Made-in-China label. In the context of luxury cars in China, we find that Made-in-China acts as a primary cue that overrides both the effect of consumer culture positioning strategies and the effect of the foreign brand's country-of-origin image on consumer attitudes. Consumer-culture positioning strategies differ in their effects on brand attitudes only when advertising does not signal Made-in-China. This research contributes to qualifying the effects of country of brand-origin image and consumer-culture positioning strategies in relation to global luxury brands manufactured in newly industrialized economies.

Suggested Citation

  • Bartikowski, Boris & Fastoso, Fernando & Gierl, Heribert, 2019. "Luxury cars Made-in-China: Consequences for brand positioning," Journal of Business Research, Elsevier, vol. 102(C), pages 288-297.
    • Handle: RePEc:eee:jbrese:v:102:y:2019:i:c:p:288-297
    DOI: 10.1016/j.jbusres.2019.01.072
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    7. Rubal Rathi & Ruchi Garg & Aakanksha Kataria & Ritu Chhikara, 2022. "Evolution of luxury marketing landscape: a bibliometric analysis and future directions," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 241-257, May.
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