Celebrity and foreign brand name as moderators of country-of-origin effects

Chao, Paul; Wührer, Gerhard A.; Werani, Thomas

doi:10.1080/02650487.2005.11072913

Cited by 133 publications

(112 citation statements)

References 12 publications

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“…Overall, this further highlights that Irish consumers are adopting multi-cue models to evaluate products (Chao et al 2005).…”

Section: Additional Analysis Related To Gender Age and Nationalitymentioning

confidence: 99%

“…These issues have been found to influence the effect of the COO on consumers' evaluations of products (Chao et al 2005). In addition, the emotions consumers feel towards a country may influence the use of the COO when evaluating products, even when these emotions are a consequence of historical events and are, therefore, independent of the product (Maheswaran and Chen, 2006).…”

Section: Country Of Origin (Coo) and Its Effectmentioning

confidence: 99%

“…Single-cue and Multi-cue Models Chao et al (2005) suggest that consumers use two types of models to evaluate brands and products: single-cue and multi-cue. Many earlier studies of COO have found that single-cue models are more common, which indicates that consumers only rely on the 7 COO information when evaluating products.…”

Section: Country Of Origin (Coo) and Its Effectmentioning

confidence: 99%

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Irish Consumers' Perception of Chinese Brands and How to Improve the “Made in China” Image

Wang

Gao

2010

Journal of Asia Business Studies

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The Chinese government launched the “going abroad” policy in 2001 to encourage Chinese companies to invest and create Chinese brands in international markets. However, the perceptions of Chinese brands among Western consumers have been shown to be consistently low, especially among European consumers. This research aims to investigate the Irish consumers' perception of Chinese brands and how to improve the “Made in China” image. This paper also investigates consumers' perceptions and attitudes when making purchase decisions for Chinese brands based on gender, age, and nationality. The paper provides important recommendations for Chinese companies who plan to enter the European, and more particularly, the Irish market.

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“…Overall, this further highlights that Irish consumers are adopting multi-cue models to evaluate products (Chao et al 2005).…”

Section: Additional Analysis Related To Gender Age and Nationalitymentioning

confidence: 99%

Section: Country Of Origin (Coo) and Its Effectmentioning

confidence: 99%

Section: Country Of Origin (Coo) and Its Effectmentioning

confidence: 99%

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Irish Consumers' Perception of Chinese Brands and How to Improve the “Made in China” Image

Wang

Gao

2010

Journal of Asia Business Studies

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“…The choice of celebrity in terms of the influence of the celebrity's ethnicity on the perceived country of origin of the product or brand A distinct body of research links the observed influence of the ethnicity of celebrities featured in advertisements on consumer reactions to the perceived country of origin of the product or brand (Chao, Wuhrer & Werani, 2005). In the present context, it is intuitively logical to assume that brands endorsed by Western celebrities will be seen as of foreign origin by Chinese consumers, and vice versa.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Choosing celebrity endorsers for advertising campaigns in cosmopolitan China: Does their ethnicity matter?

Apaolaza

Hartmann

et al. 2014

SAJBM

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This study asks if endorsers function as surrogates for country-of-origin, and if the effectiveness of the tactic varies with the perceived ethnicity (Western versus Chinese) of the celebrities. It finds no significant influence on the country-oforigin perception, brand attitudes or product quality evaluations in the reactions of 797 consumers in Shanghai to magazine advertisements featuring celebrities of Chinese vs. Western ethnicity. The lack of any significant effect of the ethnicity of celebrities on a brand's perceived country of origin precludes country image having any effect on those variables for the case of the cosmopolitan Chinese consumer.

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“…Konkurenciju jedne kompanije mogu činiti: konkurenti želja, generički konkurenti, konkurenti oblika i konkurenti brenda. 35 Kompaniju, osim postojećih konkurenata, mogu da ugroze novi konkurenti ili nove tehnologije. Nova konkurencija manifestuje se na različite načine: konkurentni žele da povećaju prodaju na novim tržištima, u potrazi su za troškovno efikasnijim načinima širenja distribucije, dizajniraju privatne brendove tako da ponude povoljniju alternativu potrošačima ili koriste snagu svojih megabrendova i njihovom ekstenzijom ulazi u nove kategorije proizvoda.…”

Section: Postupak Analize Konkurencijeunclassified

Strategic brand management as the factor of company competitiveness

Mandarić¹

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Celebrity and foreign brand name as moderators of country-of-origin effects

Cited by 133 publications

References 12 publications

Irish Consumers' Perception of Chinese Brands and How to Improve the “Made in China” Image

Irish Consumers' Perception of Chinese Brands and How to Improve the “Made in China” Image

Choosing celebrity endorsers for advertising campaigns in cosmopolitan China: Does their ethnicity matter?

Strategic brand management as the factor of company competitiveness

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