Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality

Hamzaoui-Essoussi, Leila; Merunka, Dwight; Bartikowski, Boris

doi:10.1016/j.jbusres.2010.11.020

Cited by 104 publications

(116 citation statements)

References 49 publications

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“…The discussion of brand of origin in consumer behaviour studies has been around for years. The study on the effect of brand of origin in customer attitude and behaviour to choose a product/service has been conducted by some scholars (Hamzaoui-Essoussi et al, 2011;Samiee, 1994). However, the studies on the relationship between brand of origin and customer satisfaction specifically, has not been thoroughly discussed.…”

Section: Brand Of Originmentioning

confidence: 99%

Effects of Brand Experience on Brand Loyalty in Indonesian Casual Dining Restaurant: Roles of Customer Satisfaction and Brand of Origin

Hussein

2018

Tour. hosp. manag.

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Purpose -this study aims to scrutinize direct and indirect effects of brand experience on brand loyalty and to investigate the moderating effect of brand of origin in the context of Indonesian casual dining restaurant. Design -this paper analyzed the direct effect of brand experience on brand loyalty and also the indirect effect through customer satisfaction. This study inserted the notion of brand of origin as a variable moderating the effect of brand experience on customer satisfaction and brand loyalty. Methodology -covariance based SEM was used to analyse the data. The robustness of measurements was evaluated by confirmatory factor analysis. Sobel's test was employed to test the indirect effect and multigroup analysis was used to investigate the moderating effect of brand of origin. Findings -brand experience was found to have positive direct effects on both customers' satisfaction and brand loyalty. This study confirmed the indircct effect of brand experience on brand loyalty through customer satisfaction. However, multigroup analyzis did not find the moderating effect in brand of origin. Originality -this study highlights the direct effect of brand experience on brand loyalty. In addition, this study confirmed that customer satisfaction plays an important role in mediating the effect of brand experience on brand loyalty.

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Section: Brand Of Originmentioning

confidence: 99%

Effects of Brand Experience on Brand Loyalty in Indonesian Casual Dining Restaurant: Roles of Customer Satisfaction and Brand of Origin

Hussein

2018

Tour. hosp. manag.

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“…Some scholars argue that COP may provide a weaker brand association than brand origin (Johansson and Nebenzahl 1986;Thakor and Lavack 2003). For example, Mercedes has strong associations with Germany (BO) but less strong associations with the various countries that manufacture or assemble Mercedes automobiles (Hamzaoui-Essoussi, Merunka and Bartikowski 2011). Although brand origin may be associated with brand equity to command a higher value than the COP effect, little is known about incongruous effects between brand origin and COP for an international product in both developed and developing countries.…”

Section: Brand Origin (Bo) and Copmentioning

confidence: 99%

Brand origin and country of production congruity: Evidence from the UK and China

Eng

Ozdemir

Michelson

2016

Journal of Business Research

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The process of manufacturing and marketing international products is increasingly complex and especially for multinational corporations that strive to lower production costs while adapting their products and services to match local preferences. Localization of international business has been shown to generate differing country of origin (COO) effects in terms of the brand origin and country of production (COP) congruity issue. Both country of production and brand origin may not be the same, which questions the effect of incongruity on a brand, consumer ethnocentrism and localization issues particularly when a well known brand is from a developed country and COP is in a developing country. This study extends past studies on the COO effect to examine whether a negative COP affects consumer product perception and consumer purchase decision of a wellknown brand. Hypotheses are tested empirically against survey consumer data from the UK (developed country) and People's Republic of China (developing country) using Sony as a global brand. The main findings show that both brand origin and COP are particularly important for consumers in a developed country in their product evaluations while perceived brand image of a developing country and price are key factors for consumers in a developing country. In addition, knowledge of the extent of consumer ethnocentrism can be a major determinant for branding decisions related to using product information cues about country of production and/or an international brand image.

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“…Highlighting the fact that COO can no longer be examined as a simple concept; instead it should be studied as a multi-dimensional one, specifically with the current technological advances, which allow consumers to associate various countries with a single brand (Hamzaoui-Essoussi et al, 2011;Bamber et al, 2011), and further complicate consumers perceptions of those hybrid products (Chen & Su, 2012).…”

Section: Country Of Origin (Coo)mentioning

confidence: 99%

“…Since its emergence in the 1960s, branding has attracted the attention of many researchers, with special emphasis on Brand Equity (BE) Swaminathan et al, 2009;Keller, 2010;Hamzaoui-Essoussi et al, 2011). According to Keller (2013), brand equity represents the value that consumers associate with a brand.…”

Section: Introductionmentioning

confidence: 99%

The Impact of Country of Origin and Country of Manufacture of a Brand on Overall Brand Equity

Mostafa¹

2015

IJMS

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The main purpose of this study is to explore the effects of country-of-origin of a brand (COB) and country of manufacture (COM) on the overall brand equity (OBE). A second purpose of this research is to investigate the mediating role of consumer based brand equity (CBBE) on the relationship between COB and COM and overall brand equity (OBE). To undertake this, a conceptual framework was designed and relationships among its constructs COB, COM, CBBE, and OBE were hypothesized. Data were collected from consumers located in two major cities in Egypt who were the owners of the selected brands of mobile phones. All hypotheses were tested using regression analysis. Results indicate that both COB and COM have direct and significant effect on CBBE, yet COM has significant lower effect on CBBE. In addition, COB and COM have direct influence on the overall brand equity. Furthermore, unlike COB, the results emphasized the mediating effect of CBBE on the relationships between COM and the overall brand equity. The current study considers only one product category, future researches would consider different product categories, for example convenience products and non-durable ones. Further research would take into account COB and COM effects from other developed and developing countries. Different sub-dimensions of COO for example Country of Assembly (COA) and Country of Design (COD) would be researched. The value of this paper stems from decomposing country of origin into COB and COM and investigating their plausible effect on the CBBE and the overall brand equity from the Egyptian consumers' points of view. Moreover, the mediating effect of CBBE is another significant issue.Keywords: country of origin of brand, country of manufacture, consumer based brand equity, brand equity, Egypt

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Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality

Cited by 104 publications

References 49 publications

Effects of Brand Experience on Brand Loyalty in Indonesian Casual Dining Restaurant: Roles of Customer Satisfaction and Brand of Origin

Effects of Brand Experience on Brand Loyalty in Indonesian Casual Dining Restaurant: Roles of Customer Satisfaction and Brand of Origin

Brand origin and country of production congruity: Evidence from the UK and China

The Impact of Country of Origin and Country of Manufacture of a Brand on Overall Brand Equity

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