International Region as a Brand Origin: Conceptualization and Review

Chlivickas, Eugenijus; Smaliukienė, Rasa

doi:10.3846/1611-1699.2009.10.141-148

Cited by 11 publications

(7 citation statements)

References 16 publications

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“…Country image consists of affective and cognitive components (Chlivickas and Smaliukiene, 2009). The first component reflects the emotional feeling consumers harbour towards brand origins.…”

Section: Local Brand Origin Knowledge: What Brand Associations They Ementioning

confidence: 99%

Local brand origin knowledge of young consumers in a developing country

Sulhaini

Rusdan

Dayani

et al. 2019

IJAMS

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The aim of the study was to explore local brand origin knowledge among young consumers in a developing country, specifically Indonesia. The study followed inductive logic and qualitative approaches. The research process was characterised by a hermeneutic process through which the search for meaning and understanding moved from pre-understandings to understandings on a higher level. The study relied on a small number of young consumers who had a very limited knowledge of local brands. The study suggests that young consumers in a developing country do not seek to find information on brand origin. They misclassified local brands based on their evaluation of the brand name, brand associations and the image of their home country and the misperceived country of origin. The paper is valuable for local brand owners seeking strategies to enhance competitiveness in the domestic market. They need to develop positive brand associations since it will lead to a more favourable home country image of and greater commitment to their brands.

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Section: Local Brand Origin Knowledge: What Brand Associations They Ementioning

confidence: 99%

Local brand origin knowledge of young consumers in a developing country

Sulhaini

Rusdan

Dayani

et al. 2019

IJAMS

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“…The brand is related to typical characteristics of the region of origin of the product. Notion of exclusiveness, differentiation (ALAVOINE-MORNAS, 1997;TYRAN, 2007;XIONG;WANG, 2007;DURRIEU, 2008;CHLIVICKAS;SMALIUKIENÉ, 2009;MESSELY et al, 2009;HWANG;THOMADSEN, 2010;ISHIDA;FUKUSHIGE, 2010;HU et al, 2011).…”

Section: Chart 1 Theoretical Review Of Factors Influencing the Consum...mentioning

confidence: 99%

“…-Quality: regional brands label products perceived as fresher, healthier, with fewer chemicals (ALAVOINE-MORNAS, 1997;ORTH et al, 2005;TYRAN, 2007;VAN ITTERSUM et al, 2007;CHLIVICKAS;SMALIUKIENÉ, 2009;MESSELY et al, 2009;ONOZAKA;NURSE;MCFADDEN, 2010).…”

Section: Chart 1 Theoretical Review Of Factors Influencing the Consum...mentioning

confidence: 99%

Flavor and wellbeing: relationship between product's attributes and consumers’ personal values of regional coffee brands

Pimenta¹,

Piato²,

Boas³

et al. 2012

BBR

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This paper aims to evidence the cognitive structure of values of customers of regional brand from the South of Minas Gerais and Triângulo Mineiro regions. It aimed to identify perceptions about attributes, consequences, values and connections among these elements through a hierarchical map of values (HVM). The laddering technique helped in the collection, analysis and interpretation of field data. Thirty four in depth interviews were conducted in 7 retail stores, from the cities of Uberlândia and Lavras, in 2008. Results show that the brand's regional aspect consists in a buying determinant. The HVM shows that personal values, such as: well-being and self-accomplishment might be reached through attributes perceived in the brands. Such perception is shown, mainly, in the chains which originate in the attributes: 'from the region', 'sensorial characteristics', 'pure food' and 'cheaper product'. These chains may bring important orientations to marketing practice in such industry.

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“…The important systematization of COO research by Julie M. Pharr has resulted into a holistic model of COO influence (Pharr, 2005). One of the outcomes from this model and several other studies was the understanding that consumers' product-specific COO evaluations are being displaced by a more holistic perception -a 'country image' -in the form of a multidimensional attitudinal construct (Chlivickas, & Smaliukiene, 2009). That means that consumers hold stereotyped images about countries, and these images are used as information cues in judging products from different origins (Lotz & Hu, 2001).…”

Section: Country Of Origin and Country Imagementioning

confidence: 99%

Country Image and Product Evaluations: Impact of a Personai Contact with a Country

Urbonavičius

Dikčius

Navickaite

2011

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In the context of globalization, consumers in majority of countries are increasingly exposed to products from foreign countries as well as have direct experience of visiting these countries. Personal experience with a country influences one's perception about a country as well as its products. The mechanism of this influence is complex and still evolving, presenting a research problem of this study. On the basis of previous studies, the authors of this article suggest a different model of research. This model segregates conative and cognitive aspects of the country image, and argues that conative ones may be interpreted as one's psychic closeness to a country. The aim of the article is to test the model, analyzing how personal experience with a country and demographic parameters impact on psychic closeness, image of a country and general evaluations of products from that country. The study is performed in Lithuania, on the basis of mail survey, developed on the judgemental sampling approach. Germany was used as a target country for measuring respondents' psychic closeness, country image and general evaluations of products from this country. The main constructs were measured on the basis of modified scale proposed by R. Parameswaran & M. Pisharodi (1994). Personal experience with a country was measured by registering visits to the country or temporary living in it. In total, 539 questionnaires were included in the analysis. The analysis revealed appropriateness of the study approach and allows us to highlight some differences, occurring on the basis of personal experience. It was confirmed that the country image depends on personal experience from the country and that general evaluation of products also depends on personal experience from the country. However, the link between personal experience and psychic distance requires further analysis and testing. In addition, some differences were observed on the basis of various demographic parameters of respondents. More general interpretation of findings is difficult due to the scope of the study, since the major parameters are measured on the basis of just two countries. This complicates segregation of country-specific observations from the general ones. Despite this limitation, the study suggests further steps in researching the issue, since the overall model has proved its appropriateness.

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International Region as a Brand Origin: Conceptualization and Review

Cited by 11 publications

References 16 publications

Local brand origin knowledge of young consumers in a developing country

Local brand origin knowledge of young consumers in a developing country

Flavor and wellbeing: relationship between product's attributes and consumers’ personal values of regional coffee brands

Country Image and Product Evaluations: Impact of a Personai Contact with a Country

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