In search of tools for the use of country image (CI) in the brand

Abstract

This is a repository copy of In search of tools for the use of country image (CI) in the brand.

Country-of-origin image (COI) as a country-specific advantage (CSA): Scale development and validation of COI as a resource within the firm perspective

“…However, any benefit from COI is not automatically gained. To transform it into a resource for the firm, or a COI-CSA at the firm level, it first has to be recognised by managers as a positive resource (Suter et al, 2017). The firm then has to understand whether it has a FSA, such as its international marketing strategy, that can help it leverage the COI as a CSA in its brand strategy and internalise it by articulating COI features using internal marketing resources.…”

“…The home country of a firm and its image can represent a source of competitive advantage or disadvantage for the firm (Cuervo-Cazurra & Un, 2015). The incorporation of features from the country-of-origin image (COI) is a strategic decision that a firm makes (Suter et al, 2017). We claim that when it is used properly, it can become an advantage for the firm.…”

“…Hence, many emerging market firms (EMFs) mitigate or even hide the image of their country when competing abroad (Cuervo-Cazurra & Ramamurti, 2017;Herstein, Berger, & Jaffe, 2014;Magnusson, Haas, & Zhao, 2008;Tallman & Yip, 2009). However, other investigations show that EMFs can effectively rely on attributes from their country-of-origin in their branding strategy (Suter et al, 2017), transforming a possible disadvantage into an advantage (Cuervo-Cazurra & Genc, 2008). The brands Concha Y Toro (Chile), café Colômbia (Colombia), Pima cotton fabric firms (Peru), and Havaianas (Brazil) are examples of firms that have successfully incorporated their COI into their brands.…”

“…We posit that the image conveyed by aspects of the 'made-in' label can represent a CSA in precisely the same way that a brand name carrying COI features can represent a resource to the firm (Johansson, 2014). We assume that the firm has previous knowledge as to whether or not the COI is positive and whether it represents values that are constructive and consistent with its brand prior to incorporating it into the firm strategy (Suter et al, 2017;orđević, 2008). Hence, we believe that when the COI is positive and recognised by the business as an asset, it can be internalised and used in the strategy of the firm, turning the COI into a firm resource, or a COI-CSA at the firm level.…”

“…COI investigations have focussed on analysis from a consumer behaviour perspective (Carneiro & Faria, 2016;Peterson & Jolibert, 1995;Usunier, 2006) and offer little information related to strategy (Morello, 2014;Roth & Diamantopoulos, 2009;Samiee, 2010). From the strategic perspective, existing studies analysing COI as a resource provide only an exploratory construct evaluation through a qualitative or conceptual approach (Agrawal & Kamakura, 1999;Baker & Ballington;orđević, 2008;Chattopadhyay, Batra, & Ozsomer, 2012;Cuervo-Cazurra & Un, 2015;D'Antone & Merunka, 2015;Herstein, Berger, & Jaffe, 2014;Kumar & Steenkamp, 2013;Spence & Hamzaoui Essoussi, 2010;Suter et al, 2017). Our study fills this gap by developing a scale for the COI from a managerial perspective, attending Diamantopoulos, Schlegelmilch, and Palihawadana's (2011) call for new studies analysing COI not only as a driver of product image, but also as the guiding image of a brand captured through it.…”