A Memory-Theory Perspective of Country-Image Formation

Lee, Richard; Lockshin, Larry; Greenacre, Luke

doi:10.1509/jim.15.0079

Cited by 66 publications

(72 citation statements)

References 111 publications

(147 reference statements)

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“…The function and position of NMPB, at different level, towards the inclusive development of medicinal and aromatic plants sector of India establishes the fact that, it is a competent industry marketing organizing body, a government body, that can easily stair the country of origin branding (Lee et al, ) initiatives for the plants at different levels.…”

Section: Resultsmentioning

confidence: 99%

“…The country of origin concept of branding offers historical illustrations of emerging market firms to quality signaling, emotional and symbolic properties to consumers, particularly with food and agricultural products (Karunaratna & Crouch, ). However, products associated with country of origin image must be perceived as congruent with the country's image (Lee, Lockshin, & Greenacre, ; Sun et al, ), such as India and traditional wisdom of medicinal and aromatic plants based remedies.…”

Section: Introductionmentioning

confidence: 99%

“…Traditionally agricultural products have been associated to the country of origin effects (Beverland & Lindgreen, ), hence branding of agri‐products based on country of origin branding strategy explores an excellent opportunity for differentiation and competitive advantages (Lee et al, ). In addition, the country of origin branding is much successful, especially when uniqueness of a region supports a central selling proposition (Charters & Spielmann, ), like the usage of medicinal and aromatic plants in Indian system of traditional medicines.…”

Section: Introductionmentioning

confidence: 99%

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From Commodity to Brand: The Country of Origin Branding Perspective for Indian Medicinal and Aromatic plants

2018

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The medicinal and aromatic plants resources of India are known as a source of economy, sustainable livelihood, and employment for many rural communities. However, perhaps the recognition for medicinal and aromatic plants as a source for sustainable economy generation without linking sustainable marketing orientation, such as branding, is less appropriate. Because, the lack of required marketing orientation is leading challenges for resource sustainability in the sector. Therefore, to address the need of sustainable marketing orientation in the medicinal and aromatic plants sector of India and to conceptualize the branding strategy for the medicinal and aromatic plants resources, this qualitative study, based on the brand heritage of Indian medicinal and aromatic plants, demonstrates the implications of country of origin branding framework to brand the Indian medicinal and aromatic plants. Our study provides a fresh perspective on the branding of natural products and offers strategies for differentiation, competitiveness, and authenticity while trading across the globe. KEYWORDS branding strategy, country of origin, differentiation and competitiveness, marketing orientation, medicinal and aromatic plants

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Section: Resultsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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From Commodity to Brand: The Country of Origin Branding Perspective for Indian Medicinal and Aromatic plants

2018

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“…When a country is considered to have a favorable country image or to possess particular expertise in a product category, brands from that country benefit from the association and have a more favorable brand image (Lee, Lockshin, and Greenacre 2016;Sichtmann and Diamantopoulos 2013). As foreign brands have more favorable country associations in emerging markets, they tend to be associated with higher perceived quality and symbolic value than domestic brands (Batra et al suggests the existence of both rational and emotional country associations (Herz and Diamantopoulos 2013a;Strizhakova and Coulter 2015).…”

Section: Ibd Of Foreign Versus Domestic Brands In Emerging Marketsmentioning

confidence: 99%

Intention–Behavior Discrepancy of Foreign versus Domestic Brands in Emerging Markets: The Relevance of Consumer Prior Knowledge

Sun

Zheng

et al. 2017

Journal of International Marketing

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Most research on the performance of foreign versus domestic brands in emerging markets examines dependent measures of product evaluation or purchase intention. However, consumers intending to buy a product may switch to competing brands, displaying an intention-behavior discrepancy (IBD). Drawing upon literature on country associations and dual process theory, we examine the performance of foreign versus domestic brands on IBD in emerging markets and the moderating role of prior knowledge. We conducted an intention survey followed by a post-purchase survey in the Chinese automobile and smartphone industries. We found that foreign brands have an advantage on IBD relative to domestic brands, indicating that they have the dual advantage of higher evaluations and lower IBDs.Furthermore, foreign brands' advantage on IBD is smaller for consumers with inaccurate prior knowledge, as they are more likely to systematically reprocess information and discount foreign brands' favorable country associations. For these consumers, overestimating the product reduces foreign brands' advantage to a smaller degree than underestimating it due to confirmation bias. These findings provide implications for brands in emerging markets.Keywords: foreign brands, domestic brands, intention-behavior discrepancy, prior knowledge, emerging market 3 The globalization of the marketplace has intensified competition between foreign and domestic brands. Some prior research suggests that consumers prefer foreign to domestic brands because they experience favorable feelings or affinity toward some foreign countries (Oberecker and Diamantopoulos 2011). Other research, however, finds that consumers show a home country bias that favors domestic brands, due to economic and socio-psychological motives (Feurer, Baumbach, and Woodside 2016;Verlegh 2007;Zeugner-Roth, Zabkar, and Diamantopoulos 2015). Despite the mixed findings, there is a consensus that consumers in emerging markets such as China, India, and Tunisia generally prefer foreign brands (especially those from more developed countries) over domestic brands (Batra et al. 2000;Essoussi and Merunka 2007). In these markets, foreign brands from developed countries are perceived to have higher quality and higher symbolic value, and signal a western lifestyle that consumers prefer (Guo 2013;Zhou, Yang, and Hui 2010). This may explain why some Chinese brands use foreign-sounding names to attract local consumers (Melnyk, Klein, and Völckner 2012). For example, the leading Chinese appliance brand Galanz uses a Germanic name to be associated with the high durability and quality of German appliances.There is, however, still a research gap when it comes to the performance of foreign versus domestic brands in emerging markets. In this body of literature, most research examines product evaluation or purchase intention (i.e., what consumers say) and ignores the subsequent purchase behavior (i.e., what consumers do) and the possible discrepancy between intention and behavior. Allman et al. (2016) reviewe...

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“…Destination marketing activities seek to raise awareness and to positively impact image (Milman & Pizam, 1995;Lee, Lockshin & Greenacre, 2015;Lai & Li, 2015). Brand awareness relates to the strength of brand presence in the consumer's mind (Aaker 1991;Keller, 1993;Kapferer & Valette-Florence, 2016), and it depends on the level of involvement with the brand, ranging from simple brand recognition, to top-of-mind awareness over alternative brands (Aaker 1996).…”

Section: Brand Awarenessmentioning

confidence: 99%

Tourism destination brand dimensions: an exploratory approach

Veríssimo

Tiago

et al. 2017

TMS

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Recently, researchers have suggested using destination branding as a powerful marketing tool. Despite its apparent value, there appears to be little applied research on this subject that goes beyond the conventional destination brand image, especially regarding research that combines different brand equity dimensions. This study is designed to address this gap, using the islands of Madeira as a unit of research. For this purpose, a survey was undertaken of 321 tourists, in seven hotels at this destination. Respondents were requested to rate the factors for awareness, image, perceived quality, and loyalty, in a method consistent with the brand equity model, using descriptive analyses and a confirmatory factor analysis. The results show that these four dimensions are relevant for the composition of destination brand equity. Even though image shows the greatest impact, the outcome establishes the need to look beyond brand image.Keywords: Brand equity, awareness, image, perceived quality, loyalty, branding destinations. ResumoEstudos recentes defendem a importância da gestão da marca de destinos enquanto ferramenta de marketing. Porém, apesar do seu valor potencial, poucos trabalhos aprofundam a gestão da marca para além do conceito de imagem. Este trabalho contribui para colmatar esta lacuna, utilizando a ilha da Madeira como unidade de análise e contando com a participação de 321 turistas, alojados em sete hotéis. Solicitou-se aos inquiridos a avaliação do destino nas dimensões do modelo de valor de marca, nomeadamente, imagem, notoriedade, qualidade percecionada e fidelização. Os resultados obtidos através das análises descritiva e fatorial confirmatória atestam que o modelo de valor da marca é composto por estas quatro dimensões. Embora a imagem seja uma dimensão importante do modelo, os resultados mostram que a marca de destino depende, igualmente, da notoriedade, da qualidade percecionada e da fidelização. Palavras-chave:Valor de marca, notoriedade, imagem, valor percecionado, fidelização, gestão de marca do destino.

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A Memory-Theory Perspective of Country-Image Formation

Cited by 66 publications

References 111 publications

From Commodity to Brand: The Country of Origin Branding Perspective for Indian Medicinal and Aromatic plants

From Commodity to Brand: The Country of Origin Branding Perspective for Indian Medicinal and Aromatic plants

Intention–Behavior Discrepancy of Foreign versus Domestic Brands in Emerging Markets: The Relevance of Consumer Prior Knowledge

Tourism destination brand dimensions: an exploratory approach

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