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Multidimensional structures of brand and country images and their effect on product evaluation

Author

Listed:
  • Yamen Koubaa

    (ESC Bretagne Brest)

  • Rim Methamem Boudali

    (ESSECT - Ecole Supérieure des Sciences Economiques et Commerciales de Tunis - Université de Tunis)

  • Fatiha Fort

    (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

Abstract

Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing-mix. Country and brand images are some of the cues proven to be of significant impact on consumer behavior. This paper studies country and brand image multi-dimensional structures across several brands, countries, and products. A model relating country image to brand image and then to product evaluation was built with country and brand image as multi-dimensional concepts. A within-subject intercultural investigation serves as a basis for data collection (1400 consumers). The investigation was done in Japan, France, and Tunisia. Three products were investigated with three brands for each product: computer (Dell, Sony, and Acer) hand cream (Shiseido, Nivea, and L'Oreal) and sport shoes (Nike, Asics, and Le coq sportif). Results show a conjoint effect of country and brand images on product evaluation in addition to their separate effects. Country image structures differ across countries and influence differently product evaluation. Similarly, brand image structures differ across brands, across countries and across products.

Suggested Citation

  • Yamen Koubaa & Rim Methamem Boudali & Fatiha Fort, 2015. "Multidimensional structures of brand and country images and their effect on product evaluation," Post-Print hal-01506221, HAL.
    • Handle: RePEc:hal:journl:hal-01506221
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    Cited by:

    1. Prentice, Catherine & Handsjuk, Nikolai, 2016. "Insights into Vodka consumer attitude and purchasing behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 7-14.
    2. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    3. Rodrigo, Padmali & Khan, Hina & Ekinci, Yuksel, 2019. "The determinants of foreign product preference amongst elite consumers in an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 139-148.
    4. 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.

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