The country of origin effect on retailer buying behavior: a cross-country analysis on Italian footwear

Marchi, Gianluca; Martinelli, Elisa; Balboni, Bernardo

doi:10.1080/20932685.2014.881166

Cited by 4 publications

(1 citation statement)

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“…In recent decades, emerging markets have become increasingly more important in the global economy and few brands ignore emerging markets. However, the characteristics of emerging markets differ distinctly from those of mature markets (Aiello et al 2015;Ghemawat 2001;Hofstede 2001;Marchi, et al 2014). First, in many emerging markets, the public appears to have weak brand-consciousness (Sheth 2011) and consequently, people are less aware of brand differentiation (Atsmon, Kuentz, and Seong 2012).…”

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confidence: 99%

How emerging market investors' value competitors' customer equity: Brand crisis spillover in China

Zou

2016

Journal of Business Research

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Brand crisis not only damages customer equity of the affected brand, but also spill over to non-affected competitors when perceived as guilty by association. Therefore, understanding about the indirect financial costs of brand crisis spillover is critical, because customer equity puts much emphasis on the bottom-line financial value. However, little is understood about financial costs to competitors associated with the spillover effect. This study investigates the spillover effect of brand crisis on non-affected competing firms' financial values in emerging markets. The main research questions address: (1) whether and how brand crisis spillover influences non-affected competitors' financial market values in emerging markets, and (2) how marketing strategies by rival firms prior to the crisis influence spillover effects on their financial values in emerging markets. The paper conducts an event study to investigate whether and how the stock values of rival firms within the same product category-food brands-are affected by brand crisis released in China from 2001 to 2011. The results show that rival firms report negative abnormal returns at the time of the brand crisis and furthermore, the harm varies depending on three marketing strategies before crisis. Specifically, advertising expenditures of rival firms strengthens, but charity donation (as signal of corporate social responsibility) and the product diversity of rival firms weaken the spillover effect of a brand crisis in a financial market. Accordingly, the findings have provided managerial implications and recommendations regarding future directions.

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Section: Introductionmentioning

confidence: 99%

How emerging market investors' value competitors' customer equity: Brand crisis spillover in China

Zou

2016

Journal of Business Research

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Fashion Brands and Emerging Markets’ Opportunities: A Literature Review from a Consumer Behaviour and Marketing Perspective

Sestino

Matteo

Amatulli

2022

Palgrave Studies of Marketing in Emerging Economies

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One country, multiple country-related effects: An international comparative analysis among emerging countries on Italian fashion products

Pucci

Casprini

Guercini

et al. 2017

Journal of Global Fashion Marketing

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The purpose of this paper is to understand whether the impact of\ud country image and product-specific country-of-origin over the\ud willingness to pay premium prices is different among consumers from\ud different emerging countries. After a review of the literature shedding\ud light on the heterogeneity of country-related cues, the paper provides\ud first empirical evidence of a cross-national analysis based on data\ud gathered from 2364 consumers belonging to 4 emerging countries\ud (China, India, Thailand and Brazil) and the domestic country (Italy).\ud The data-set was used to verify whether country image (i.e. the image\ud consumers have of Italy as a country) and product-specific country-oforigin\ud image (i.e. the image consumers have of “Made in Italy” fashion\ud products) impact in a different way on the willingness to pay premium\ud prices for Italian fashion products. Results show that country image\ud and product-specific country of origin are country-specific, presenting\ud different roles in the countries considered. Country-related cues in\ud marketing strategies are still an important factor affecting consumer\ud behaviour, especially for certain products. This paper sheds light\ud on how country-related effects for fashion products differ across\ud countries, with implications for both practitioners and researchers

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The country of origin effect on retailer buying behavior: a cross-country analysis on Italian footwear

Cited by 4 publications

References 44 publications

How emerging market investors' value competitors' customer equity: Brand crisis spillover in China

How emerging market investors' value competitors' customer equity: Brand crisis spillover in China

Fashion Brands and Emerging Markets’ Opportunities: A Literature Review from a Consumer Behaviour and Marketing Perspective

One country, multiple country-related effects: An international comparative analysis among emerging countries on Italian fashion products

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