IDEAS home Printed from https://ideas.repec.org/a/pal/jobman/v25y2018i2d10.1057_s41262-017-0062-4.html
   My bibliography  Save this article

In search of tools for the use of country image (CI) in the brand

Author

Listed:
  • Mariana Bassi Suter

    (University of York)

  • Janaina Moura Engracia Giraldi

    (University of São Paulo (USP))

  • Felipe Mendes Borini

    (University of São Paulo (USP)
    Escola Superior de Propaganda e Marketing (ESPM))

  • Maria Laura Ferranty MacLennan

    (Centro Universitário FEI)

  • Edson Crescitelli

    (University of São Paulo (USP))

  • Edison Fernandes Polo

    (University of São Paulo (USP))

Abstract

Existing country image (CI) literature tends to focus on consumer behaviour. In contrast, this paper approaches CI from the point of view of the firm. In doing so, it seeks to identify the means by which international companies associate a brand with a specific country of origin in order to build brand values. In particular, it looks at the use of CI cues in brand strategies. The paper is based on exploratory research comprising a case study of two contrasting companies from the cosmetics industry, Natura, a domestic company, and the French-owned L’Occitane, both of which draw on images of Brazil to build their brands. Specific elements of CI used in branding are identified, and the extent to which the use of these differs depending on the origin of the owning company is explored. The cases suggest that CI can be exploited in different contexts. Through analysis of the elements used by both companies to build strong brands associated with the Brazilian CI—Natura Cosméticos and L’Occitane au Brésil—six tools are identified that can be combined by firms to deliver brand values, derived from any country, through the use of CI.

Suggested Citation

  • Mariana Bassi Suter & Janaina Moura Engracia Giraldi & Felipe Mendes Borini & Maria Laura Ferranty MacLennan & Edson Crescitelli & Edison Fernandes Polo, 2018. "In search of tools for the use of country image (CI) in the brand," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 119-132, March.
    • Handle: RePEc:pal:jobman:v:25:y:2018:i:2:d:10.1057_s41262-017-0062-4
    DOI: 10.1057/s41262-017-0062-4
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41262-017-0062-4
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41262-017-0062-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Manrai, Lalita A. & Lascu, Dana-Nicoleta & Manrai, Ajay K., 1998. "Interactive effects of country of origin and product category on product evaluations," International Business Review, Elsevier, vol. 7(6), pages 591-615, November.
    2. Saeed Samiee & Terence A Shimp & Subhash Sharma, 2005. "Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 36(4), pages 379-397, July.
    3. Costa, Camila & Carneiro, Jorge & Goldszmidt, Rafael, 2016. "A contingent approach to country-of-origin effects on foreign products evaluation: Interaction of facets of country image with product classes," International Business Review, Elsevier, vol. 25(5), pages 1066-1075.
    4. Piyush Sharma, 2011. "Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 42(2), pages 285-306, February.
    5. Vinh La & Paul Patterson & Chris Styles, 2009. "Client-perceived performance and value in professional B2B services: An international perspective," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 40(2), pages 274-300, February.
    6. Silvia Novaes Zilber & Carlos Henrique Mora Júnior & Francisco Lourenço da Silva, 2010. "Internationalization strategy and foreign distribution channels: analysis of the brazilian cosmetics company Natura," Brazilian Business Review, Fucape Business School, vol. 7(3), pages 64-86, September.
    7. Carneiro, Jorge & Faria, Flávio, 2016. "Quest for purposefully designed conceptualization of the country-of-origin image construct," Journal of Business Research, Elsevier, vol. 69(10), pages 4411-4420.
    8. Simona d'Antone & Dwight Merunka, 2015. "The brand origin meaning transfer model (BOMT): an integrative theoretical model," Post-Print hal-01822322, HAL.
    9. Roth, Katharina P. & Diamantopoulos, Adamantios, 2009. "Advancing the country image construct," Journal of Business Research, Elsevier, vol. 62(7), pages 726-740, July.
    10. Samiee, Saeed, 2010. "Advancing the country image construct -- A commentary essay," Journal of Business Research, Elsevier, vol. 63(4), pages 442-445, April.
    11. Barney, Jay B. & Zhang, Shujun, 2008. "Collective Goods, Free Riding and Country Brands: The Chinese Experience," Management and Organization Review, Cambridge University Press, vol. 4(02), pages 211-223, July.
    12. Robert A Peterson & Alain J P Jolibert, 1995. "A Meta-Analysis of Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 26(4), pages 883-900, December.
    13. K. Roth & A. Diamantopoulos, 2009. "Advancing the country image construct," Post-Print hal-00787417, HAL.
    14. Ravi Pappu & Pascale G Quester & Ray W Cooksey, 2007. "Country image and consumer-based brand equity: relationships and implications for international marketing," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(5), pages 726-745, September.
    15. Jay B. Barney & Shujun Zhang, 2008. "Collective Goods, Free Riding and Country Brands: The Chinese Experience," Management and Organization Review, The International Association for Chinese Management Research, vol. 4(2), pages 211-223, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zeugner-Roth, Katharina Petra & Bartsch, Fabian, 2020. "COO in print advertising: Developed versus developing market comparisons," Journal of Business Research, Elsevier, vol. 120(C), pages 364-378.
    2. Saeed Samiee & Brian R. Chabowski, 2021. "Knowledge structure in product- and brand origin–related research," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 947-968, September.
    3. Mark Buschgens & Bernardo Figueiredo & Kaleel Rahman, 2020. "How brand owners construct imagined worlds with brand visual aesthetics," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 266-283, May.
    4. 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.
    5. Balmer, John M.T. & Mahmoud, Rudiana & Chen, Weifeng, 2020. "Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights," Journal of Business Research, Elsevier, vol. 116(C), pages 628-641.
    6. Shaun M. Powell, 2018. "Journal of Brand Management: year end review 2018," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 494-499, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Suter, Mariana Bassi & Borini, Felipe Mendes & Floriani, Dinorá Eliete & da Silva, Dirceu & Polo, Edison, 2018. "Country-of-origin image (COI) as a country-specific advantage (CSA): Scale development and validation of COI as a resource within the firm perspective," Journal of Business Research, Elsevier, vol. 84(C), pages 46-58.
    2. Leonidas C. Leonidou & Bilge Aykol & Saeed Samiee & Nikolaos Korfiatis, 2022. "A Meta-analysis of the Antecedents and Outcomes of Consumer Foreign Country Image Perceptions: The Moderating Role of Macro-level Country Differences," Management International Review, Springer, vol. 62(5), pages 741-784, October.
    3. Wang, Cheng Lu & Li, Dongjin & Barnes, Bradley R. & Ahn, Jongseok, 2012. "Country image, product image and consumer purchase intention: Evidence from an emerging economy," International Business Review, Elsevier, vol. 21(6), pages 1041-1051.
    4. Zeugner-Roth, Katharina Petra & Bartsch, Fabian, 2020. "COO in print advertising: Developed versus developing market comparisons," Journal of Business Research, Elsevier, vol. 120(C), pages 364-378.
    5. Lopez, Carmen & Balabanis, George, 2020. "Country image appraisal: More than just ticking boxes," Journal of Business Research, Elsevier, vol. 117(C), pages 764-779.
    6. Suter, Mariana Bassi & Munjal, Surender & Borini, Felipe Mendes & Floriani, Dinora, 2021. "Conceptualizing country-of-origin image as a country-specific advantage: An insider perspective," Journal of Business Research, Elsevier, vol. 134(C), pages 415-427.
    7. Carneiro, Jorge & Faria, Flávio, 2016. "Quest for purposefully designed conceptualization of the country-of-origin image construct," Journal of Business Research, Elsevier, vol. 69(10), pages 4411-4420.
    8. Saeed Samiee & Brian R. Chabowski, 2021. "Knowledge structure in product- and brand origin–related research," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 947-968, September.
    9. 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.
    10. Jin, Zhongqi & Lynch, Richard & Attia, Samaa & Chansarkar, Bal & Gülsoy, Tanses & Lapoule, Paul & Liu, Xueyuan & Newburry, William & Nooraini, Mohamad Sheriff & Parente, Ronaldo & Purani, Keyoor & Ung, 2015. "The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status," International Business Review, Elsevier, vol. 24(3), pages 380-393.
    11. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    12. Mandler, Timo & Won, Sungbin & Kim, Kyungae, 2017. "Consumers' cognitive and affective responses to brand origin misclassifications: Does confidence in brand origin identification matter?," Journal of Business Research, Elsevier, vol. 80(C), pages 197-209.
    13. Ma, Lin & Song, Zening & Bian, Xuemei, 2022. "The asymmetric dominance of cognitive versus affective country image in driving purchase: Conditioning roles of cognition-affect intra-valence nature and product type," International Business Review, Elsevier, vol. 31(5).
    14. Zeugner-Roth, Katharina P. & Diamantopoulos, Adamantios, 2010. "Advancing the country image construct: Reply to Samiee's (2009) commentary," Journal of Business Research, Elsevier, vol. 63(4), pages 446-449, April.
    15. Costa, Camila & Carneiro, Jorge & Goldszmidt, Rafael, 2016. "A contingent approach to country-of-origin effects on foreign products evaluation: Interaction of facets of country image with product classes," International Business Review, Elsevier, vol. 25(5), pages 1066-1075.
    16. Suh, YongGu & Hur, JungYun & Davies, Gary, 2016. "Cultural appropriation and the country of origin effect," Journal of Business Research, Elsevier, vol. 69(8), pages 2721-2730.
    17. Serrano-Arcos, M. Mar & Pérez-Mesa, Juan Carlos & Sánchez-Fernández, Raquel, 2018. "Product-country image and crises in the Spanish horticultural sector: Classification and impact on the market," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 18(01), June.
    18. 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.
    19. Simon Fauser & David Agola, 2021. "The influence of regional Italian images on consumer behaviour: a study of consumers in Germany," Italian Journal of Marketing, Springer, vol. 2021(1), pages 129-158, June.
    20. 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.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jobman:v:25:y:2018:i:2:d:10.1057_s41262-017-0062-4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.