The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin

Septianto, Felix; Chiew, Tung Moi; Thai, Nguyen T.

doi:10.1016/j.jretconser.2019.101916

Cited by 28 publications

(20 citation statements)

References 56 publications

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“…Moreover, we found that consumers' purchase intention for products from Germany (a competence stereotype country) is higher than for products from Italy (a warmth stereotype country), regardless of the brand positioning. This result suggests that the COO stereotype is critical in shaping consumer perception of international brands (Septianto et al, 2020 ) and emphasizes the importance of competence in a country stereotype. This is consistent with previous studies, such as reported in Aaker et al ( 2012 ) findings, the competence dimension is a crucial factor driving purchase intention, whereas the warmth dimension is not (Aaker et al, 2012 ).…”

Section: Discussionmentioning

confidence: 85%

Country-Brand Fit: The Effect of COO Stereotypes and Brand Positioning Consistency on Consumer Behavior: Evidence From EEG Theta-Band Oscillation

et al. 2022

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Grounded on the cognitive consistency theory, this paper adopts the prime-probe paradigm and Electroencephalography (EEG) experiment to examine the impact of country-of-origin (COO) stereotypes-brand positioning congruence on consumer behavior, the boundary effect of brand positioning strategy, as well as the underlying cognitive mechanism. Behaviorally, consumers show a higher purchase intention in the congruence condition. Moreover, this congruence effect of purchase intention can be found for competence brand positioning strategies rather than warmth brand positioning strategies. At the brain level, we found that compared with the congruence condition, the incongruence condition enhances consumers' cognitive conflict, reflected in enhanced frontal theta-band oscillation. Furthermore, the cognitive conflict effect is accentuated in the competence positioning strategy condition rather than the warmth strategy positioning condition, confirming the boundary effect of brand positioning strategy from the brain level. These findings provide neural evidence that the congruence between COO stereotypes and brand positioning influences consumer purchase behavior, reveals a boundary effect in the COO stereotype-brand positioning congruence, and highlights the importance of the competence dimension. Finally, the theoretical and practical implications are discussed.

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Section: Discussionmentioning

confidence: 85%

Country-Brand Fit: The Effect of COO Stereotypes and Brand Positioning Consistency on Consumer Behavior: Evidence From EEG Theta-Band Oscillation

et al. 2022

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“…Researchers have found that the products’ origin influences the cognitive and normative affectional aspects for consumers in the process of product evaluation, a phenomenon known as the country-of-origin (COO) effect (Verlegh and Steenkamp, 1999). Several studies point out the current relevance of the COO effect associated with a range of products (Papadopoulos and Heslop, 2014; Alshibly et al , 2019; Dobrucali, 2019; Rini and Sembiring, 2019; Septianto et al , 2020; Wijaya, 2020). According to Balestrini and Gamble (2006) and Veselá and Zich (2015), stereotyping caused by the COO is very common in the wine industry, and the origin is seen as an important standard of assessment.…”

Section: Introductionmentioning

confidence: 99%

“…Furthermore, Septianto et al (2020) pointed to past research that suggested emotions based on origin could influence consumer assessments of products. However, it is still unclear when and how country-based emotions can influence decision-making.…”

Section: Introductionmentioning

confidence: 99%

Evaluating cognitive processing and preferences through brain responses towards country of origin for wines: the role of gender and involvement

Pagan

Giraldi

Maheshwari

et al. 2021

IJWBR

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Purpose This study aims to analyse the impact of the country of origin of wines on cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement. Design/methodology/approach A wine tasting experiment was performed using electroencephalography (EEG). The sample consisted of 40 students from an important Brazilian university. In the first group, the participants tasted two glasses of wine with Brazilian then French origins. In the second group, the participants only tasted one glass of wine, without the origin information. The wine was the same in both groups and from Brazilian origin. Throughout the tasting process, participants had their brain responses recorded via the EEG. Findings The main findings suggest that the country of origin did not have a significant influence on cognitive processing or preferences for consumers in general, neither for women nor consumers of high involvement. For men, there was greater cognitive processing for Brazilian wines. However, there was no preference for men among the origins of wines. For consumers with low involvement, there was a difference in cognitive processing, presenting a greater value for Brazil and without origin information. Also, for low-involvement consumers, a greater preference for wine from France was seen. Originality/value This study presents a new contribution to the literature by analysing the cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement.

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“…Particularly, emotions, which are described as tourists' affective states and are characterised by episodes of feelings linking with specific objects or events (Cohen and Areni, 1991), are found to be essential in driving tourists' behaviours (Cohen et al, 2014;Hosany et al, 2017), especially at the pre-travel stage (Gnoth, 1997). Emotions can be developed by exposure to information and memorable experiences via various media sources, such as traditional and website advertisements (Septianto et al, 2020), as well as interaction amongst individuals on online platforms (Dessart et al, 2015;Kim and Johnson, 2016).…”

Section: Introductionmentioning

confidence: 99%

Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create and visit

Cheung

Ting

Cheah

et al. 2020

JPBM

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Purpose Using the stimulus-organism-response model as the theoretical basis, the purpose of this study is to examine the impact of a social media-based destination brand community (SMDBC) on tourists’ emotions, and the subsequent effect on the intention to co-create value and visit. Design/methodology/approach The theoretical framework was tested using survey data from 551 Chinese social media users who were followers of Japanese social media pages. Partial least squares–structural equation modelling was adopted to perform the latent variable analysis. Findings The findings reveal that SMDBC plays a considerable role in shaping tourists’ emotions, including joy, love and positive surprise, which, in turn, have a significant impact on consumers’ intention to co-create value and visit. Contrary to previous studies, the effect of joy on tourists’ intention to co-create and visit is found to be insignificant. Research limitations/implications The present study elucidates the importance and relevance of SMDBC in evoking tourists’ positive emotions, and subsequently their intention to co-create value and visit. Future research is recommended to compare and contrast SMDBC with other marketing and branding activities to provide greater insights into the phenomenon in a dynamic environment. Practical implications This study enables academics and business practitioners to better comprehend the effectiveness of SMDBC in driving tourists’ favourable assessment and behavioural intentions to improve resource allocation. In particular, destination marketers are recommended to optimise SMDBC and encourage discussion on SMDBC among users. Originality/value As literature in relation to the importance of SMDBC in evoking tourists’ emotions incorporating its link with tourists’ intention to co-create value and visit is relatively scarce, this study contributes to the branding and destination tourism research by empirically articulating the relevance of SMDBC in stimulating tourists’ emotions and subsequently value co-creation and visit intention.

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The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin

Cited by 28 publications

References 56 publications

Country-Brand Fit: The Effect of COO Stereotypes and Brand Positioning Consistency on Consumer Behavior: Evidence From EEG Theta-Band Oscillation

Country-Brand Fit: The Effect of COO Stereotypes and Brand Positioning Consistency on Consumer Behavior: Evidence From EEG Theta-Band Oscillation

Evaluating cognitive processing and preferences through brain responses towards country of origin for wines: the role of gender and involvement

Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create and visit

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