The Coo Effect in the International Brand Positioning Strategy

Volles, Barbara Kobuszewski; Hoeltgebaum, Marianne; Silva, Halissa Odebrecht da; Ghannad, Navid

doi:10.24023/futurejournal/2175-5825/2016.v8i3.279

Cited by 2 publications

(3 citation statements)

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“…An alternative is to use an already prepared image that enables it to differentiate itself from the competitors, especially those in the target countries (or host countries, in the case of multinationals). COBOP is a branding technique that involves building an image (Volles et al , 2016; Wang et al , 2017). The company uses the stereotypes already rooted in the native country's culture in the target country in its brand to enjoy benefits in its favor.…”

Section: Use Of Country Of Brand Origin Positioningmentioning

confidence: 99%

“…One of the advantages of COBOP is that the company spends less on building its brand image and takes advantage of the good image of its country of origin (Volles et al, 2016;Wang et al, 2017). The more enthusiastic about using COBOP (Hynes et al, 2014), the clearer this advantage will be.…”

Section: Country Of Brand Origin Positioningmentioning

confidence: 99%

“…Still, they have high costs from operating subsidiaries abroad (Vahlne and Johanson, 2017), so the effect of this strategy is low on profits but still positive (Nguyen and Rugman, 2015). As the company uses COBOP derived from a previously built positive image (Suter et al, 2018;Volles et al, 2016) to reduce resistance to the company's brand (Kim, 2017;Moeller et al, 2013), the cost of this positioning for the firm is low, meaning it can derive easier profit from it. Therefore, H2a.…”

Section: Country Of Brand Origin Positioningmentioning

confidence: 99%

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Country of brand origin positioning and financial performance: effects on internationalized companies from an emerging market

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2021

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PurposeThe purpose of this study is to investigate whether the internationalization characteristics of companies from an emerging market (internationalized company stage and presence of a sales subsidiary abroad) moderate the influence of country of brand origin positioning over the companies' financial performance.Design/methodology/approachThe authors performed an ex-post-facto study of internationalized companies from Brazil spanning 16 years. Generalized estimating equations in panel data revealed the results with market share, return on assets (ROA) and Tobin's Q as dependent variables.FindingsThe result revealed that country of brand origin positioning is worth doing for internationalized companies from an emerging market, especially for multinationals with sales activity in the destination country. It positively affects all three financial metrics. For exporters, it is effective in increasing market share and returns on assets.Practical implicationsThe research demonstrates the effectiveness of the image positioning of exporting and multinational companies that have internationalization initiatives and allocation of external sales activities.Originality/valueIn emerging markets, country of brand origin positioning is a branding strategy used by companies seeking to internationalize. This research shows that the contexts of the characteristics of internationalization strategies change the results, and therefore the need to be considered for testing the effectiveness of country-of-brand-origin positioning.

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Section: Use Of Country Of Brand Origin Positioningmentioning

confidence: 99%