Assessing Country-Of-Origin Effects: The Impact Of An International Event

Abstract

<p class="MsoNormal" style="text-justify: inter-ideograph; text-align: justify; margin: 0in 0.6in 0pt 0.5in;"><span style="font-size: 10pt; mso-bidi-font-style: italic;"><span style="font-family: Times New Roman;">This study is to investigate how consumers’ attitudes toward brands/products manufactured by a country are affected by an international event. Authors explored that consumers’ attitudes toward brand “made in ___” are affected by various constructs, such as prior beliefs about the products’ attributes, the country’s image along with the brand name, and attitudes toward the advertising during an international event. </span></span></p>

Brands, pseudo-brands, and quasi-brands in the multi-level macroecosystem of nation branding

“…По мере экономического роста и повышения международной конкурентоспособности Китая отмечается позитивное восприятие у больших групп покупателей развитых стран «Made in China» как бренда [Kauf, Tłuczak, 2016], что, вероятно, во многих случаях имеет отношение к гибридным продуктам. Еще одна попытка представить бренд «Made in…» показывает, что отношение потребителя к нему определяется такими конструктами, как предшествующие представления об атрибутах продуктов, образ страны и имя бренда [Cho, Ha, 2005]. Все это свидетельствует как о неопределенности попыток концептуализации бренда «Made in …», так и о его тесной связи с СОО-эффектами и брендом страны.…”

How The Media Is A Significant Promotional Tool To Deliver Marketing Messages To Audiences?

“…promoted via sporting events, films, TV shows, and any other marketing promotional campaigns help enhance the image of a country. Previous studies (Cho and Ha 2005) explored that consumer attitudes toward a brand "made in ___" are affected by various constructs, such as the country's image along with the brand name, and attitudes toward the advertising during an international event. A study by Cho and Ha (2005) also found that the impact of marketing campaigns during and international event such as World Cup significantly affect customers' belief of the brand and the country simultaneously.…”

“…Previous studies (Cho and Ha 2005) explored that consumer attitudes toward a brand "made in ___" are affected by various constructs, such as the country's image along with the brand name, and attitudes toward the advertising during an international event. A study by Cho and Ha (2005) also found that the impact of marketing campaigns during and international event such as World Cup significantly affect customers' belief of the brand and the country simultaneously. Studies also addressed that the impact of different degrees of recall regarding how advertising during an international event affects consumers' attitudes toward the brands, as well as how advertising by different media affects attitudes toward the brand.…”