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Ways to neutralize the country-of-origin effect in the emerging market firms international branding

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  • Witek-Hajduk Marzanna Katarzyna

    (Collegium of World Economy, SGH Warsaw School of Economics, Warsaw, Poland .)

  • Grudecka Anna

    (Collegium of World Economy, SGH Warsaw School of Economics, Warsaw, Poland .)

Abstract

The purpose of this paper is to examine the ways in which to neutralize the country-of-origin (COO) effect (COE) in the emerging market of firms’ international branding.

Suggested Citation

  • Witek-Hajduk Marzanna Katarzyna & Grudecka Anna, 2023. "Ways to neutralize the country-of-origin effect in the emerging market firms international branding," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 59(1), pages 46-56, March.
    • Handle: RePEc:vrs:ijomae:v:59:y:2023:i:1:p:46-56:n:4
    DOI: 10.2478/ijme-2022-0027
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    References listed on IDEAS

    as
    1. Sangwon Lee, 2019. "When does the developing country brand name alleviate the brand origin effect? Interplay of brand name and brand origin," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 15(2), pages 387-402, August.
    2. Tavoletti, Ernesto & Stephens, Robert D. & Taras, Vas & Dong, Longzhu, 2022. "Nationality biases in peer evaluations: The country-of-origin effect in global virtual teams," International Business Review, Elsevier, vol. 31(2).
    3. Peter Tashman & Valentina Marano & Tatiana Kostova, 2019. "Walking the walk or talking the talk? Corporate social responsibility decoupling in emerging market multinationals," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(2), pages 153-171, March.
    4. Hakala, I. & Toppinen, A. & Autio, M., 2014. "Does country of origin matter? Qualitative analysis of young," 2014, Number 45, May 22-24, 2014, Uppsala, Sweden, Scandinavian Forest Economics: Proceedings of the Biennial Meeting of the Scandinavian Society of Forest Economics, vol. 2014(45), pages 1-8, December.
    5. Gaur, Ajai & Kumar, Mukesh, 2018. "A systematic approach to conducting review studies: An assessment of content analysis in 25years of IB research," Journal of World Business, Elsevier, vol. 53(2), pages 280-289.
    6. Nathalia C. Tjandra & Maktoba Omar & Robert L. Williams, Jr. & John Ensor, 2013. "Runway logic: "Y" Generation Y prefer fashion brand over country-of-origin," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 1(1), pages 22-40, October.
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    More about this item

    Keywords

    country-of-origin; emerging markets firms; international branding; neutralization of the COO effect;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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