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Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality

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  • Hamzaoui-Essoussi, Leila
  • Merunka, Dwight
  • Bartikowski, Boris

Abstract

This research investigates how country macro and micro images associated with both brand origin (BO) and country of manufacture (COM) impact two main dimensions of brand equity-brand image and brand quality. Whereas BO images relate positively to both dimensions of brand equity, COM images exert an impact on brand quality, not on brand image. The typicality of the brand as a representative of the country of origin moderates the impact of BO on brand equity, such that the effects of BO on brand equity are stronger when the brand is more typical. The authors explore implications for theory and practice.

Suggested Citation

  • Hamzaoui-Essoussi, Leila & Merunka, Dwight & Bartikowski, Boris, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Journal of Business Research, Elsevier, vol. 64(9), pages 973-978, September.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:9:p:973-978
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    Cited by:

    1. Spielmann, Nathalie, 2016. "Is it all or nothing? Testing schema congruity and typicality for products with country origin," Journal of Business Research, Elsevier, vol. 69(3), pages 1130-1137.
    2. Eng, Teck-Yong & Ozdemir, Sena & Michelson, Grant, 2016. "Brand origin and country of production congruity: Evidence from the UK and China," Journal of Business Research, Elsevier, vol. 69(12), pages 5703-5711.
    3. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.
    4. Shir-Way Siew & Michael S. Minor & Reto Felix, 2018. "The influence of perceived strength of brand origin on willingness to pay more for luxury goods," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 591-605, November.
    5. Witek-Hajduk & Marzanna Katarzyna & Grudecka & Anna, 2021. "“Made-In” Label, Socio-Demographic Characteristics and Income as Moderators of the Brand Types in Terms of the Country-of-Brand-Origin Impact on Consumers` Purchase Intentions," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 634-646.
    6. Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.
    7. Wei, Shuqin & Ang, Tyson & Liou, Ru-Shiun, 2020. "Does the global vs. local scope matter? Contingencies of cause-related marketing in a developed market," Journal of Business Research, Elsevier, vol. 108(C), pages 201-212.
    8. Sheng Yang CHIU, 2015. "Local vs. Global Brands: Country-of-Origin’s Effect on Consumer-based Brand Equity among Status-Seekers," Journal of Economics and Behavioral Studies, AMH International, vol. 7(3), pages 6-13.
    9. Ting-Hsiang Tseng, 2014. "The Impact Of Need For Variety On Country Image Effects," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 8(2), pages 45-53.
    10. Chiu Mei Chee & Muhammad Mohsin Butt & Stephen Wilkins & Fon Sim Ong, 2016. "Country of origin and country of service delivery effects in transnational higher education: a comparison of international branch campuses from developed and developing nations," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(1), pages 86-102, January.
    11. Dongock Bang & Jiwon Lee & Matthew Minsuk Shin, 2021. "Partner Selection Strategies in Global Business Ecosystems: Country Images of the Keystone Company and Partner Companies on the Brand Quality Perception," Sustainability, MDPI, vol. 13(22), pages 1-12, November.
    12. Mariana Bassi Suter & Felipe Mendes Borini & Diego Bonaldo Coelho & Moacir Miranda Oliveira Junior & Marcos Cesar Conti Machado, 2020. "Leveraging the Country-of-Origin Image by managing it at different levels," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(3), pages 224-237, September.
    13. Chiang, Lan-Lung (Luke) & Yang, Chin-Sheng, 2018. "Does country-of-origin brand personality generate retail customer lifetime value? A Big Data analytics approach," Technological Forecasting and Social Change, Elsevier, vol. 130(C), pages 177-187.
    14. Kilian, Karsten & Müller, Michael, 2016. "Markencontrolling: Markenerfolg messbar machen," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 1-21.
    15. Zachary S Johnson & Yichao Tian & Sangwon Lee, 2016. "Country-of-origin fit: When does a discrepancy between brand origin and country of manufacture reduce consumers’ product evaluations?," Journal of Brand Management, Palgrave Macmillan, vol. 23(4), pages 403-418, July.
    16. Fong, Cher-Min & Lee, Chun-Ling & Du, Yunzhou, 2015. "Consumer animosity and foreign direct investment: An investigation of consumer responses," International Business Review, Elsevier, vol. 24(1), pages 23-32.
    17. 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.

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