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How can Country-of-Origin image be leveraged to create global sporting goods brands?

Listed author(s):
  • Gerke, Anna
  • Chanavat, Nicolas
  • Benson-Rea, Maureen
Registered author(s):

    While much marketing research has focused on brand creation and management, less is known about the creation of sport brands. This paper complements the stakeholder model of branding and brand creation, which highlights the role of a firm's stakeholders in the analysis of brands, by including country-specific factors based on location and Country-of-Origin (CoO). Using a sample of innovative New Zealand-based firms, our qualitative study uses a comparative case method in two subsector settings to investigate how they have built outdoor sport brands based on that country's particular country-specific factors. We show how firms are able to leverage New Zealand's strong sport product category-country associations to create brand value. Our findings confirm that CoO image together with sport product category-country associations enables the creation of brands in sport product categories. Our paper contributes to theory and practice by extending understanding of brand creation by demonstrating the importance of location and product category. Further research directions are suggested.

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    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 17 (2014)
    Issue (Month): 2 ()
    Pages: 174-189

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    Handle: RePEc:eee:spomar:v:17:y:2014:i:2:p:174-189
    DOI: 10.1016/j.smr.2013.06.001
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    1. Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(3), pages 477-497, September.
    2. Allen, James T. & Drane, Dan D. & Byon, Kevin K. & Mohn, Richard S., 2010. "Sport as a vehicle for socialization and maintenance of cultural identity: International students attending American universities," Sport Management Review, Elsevier, vol. 13(4), pages 421-434, November.
    3. Michael R. Glass, 2001. "Innovation and Interdependencies in the New Zealand Custom Boat-building Industry," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 25(3), pages 571-592, September.
    4. Emery, Paul, 2010. "Past, present, future major sport event management practice: The practitioner perspective," Sport Management Review, Elsevier, vol. 13(2), pages 158-170, May.
    5. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    6. Freeman, R. Edward, 1994. "The Politics of Stakeholder Theory: Some Future Directions," Business Ethics Quarterly, Cambridge University Press, vol. 4(04), pages 409-421, October.
    7. Brown, Graham, 2000. "Emerging Issues in Olympic Sponsorship: Implications for Host Cities," Sport Management Review, Elsevier, vol. 3(1), pages 71-92, May.
    8. Parent, Milena M. & Eskerud, Line & Hanstad, Dag Vidar, 2012. "Brand creation in international recurring sports events," Sport Management Review, Elsevier, vol. 15(2), pages 145-159.
    9. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    10. Warren J Bilkey & Erik Nes, 1982. "Country-of-Origin Effects on Product Evaluations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 13(1), pages 89-100, March.
    11. Wladimir Andreff, 2008. "Globalization of the sports economy," Rivista di Diritto ed Economia dello Sport, Centro di diritto e business dello Sport, vol. 4(3), pages 13-32, Dicembre.
    12. Lefkoff-Hagius, Roxanne & Mason, Charlotte H, 1993. " Characteristic, Beneficial, and Image Attributes in Consumer Judgments of Similarity and Preference," Journal of Consumer Research, Oxford University Press, vol. 20(1), pages 100-110, June.
    13. Thomas, David R. & Dyall, Lorna, 1999. "Culture, Ethnicity, and Sport Management: A New Zealand Perspective," Sport Management Review, Elsevier, vol. 2(2), pages 115-132, November.
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