A longitudinal analysis of country image and brand origin effects

PurposeThe objective of this study is to offer a longitudinal examination of country image, consumers’ brand origin recognition accuracy, and how their effects on brand evaluations have evolved over the last decade.Design/methodology/approachThe authors compare data gathered in 2020 against data gat...

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Bibliographic Details
Published in:International marketing review 2022-08, Vol.39 (4), p.912-930
Main Authors: Magnusson, Peter, Zdravkovic, Srdan, Westjohn, Stanford A.
Format: Article
Language:English
Subjects:
Attitudes
Consumers
Economic development
Emerging markets
Globalization
Hearing aids
Industrialized nations
Marketing
Perceptions
Research methodology
Smartphones
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Summary:PurposeThe objective of this study is to offer a longitudinal examination of country image, consumers’ brand origin recognition accuracy, and how their effects on brand evaluations have evolved over the last decade.Design/methodology/approachThe authors compare data gathered in 2020 against data gathered in 2008. Each data set consists of more than 500 American consumers evaluating approximately 12 different brands from three separate industries (i.e. auto, television, and fashion).FindingsThe findings indicate that country image can evolve over time and that its effect on brand evaluation persists even when inaccurate brand origin associations are made. The study offers meaningful insights for managers in understanding how brands’ country associations affect corresponding brand attitudes.Originality/valueSignificant research attention has been focused on the effects of country image. However, longitudinal analysis of the same research questions has been rare. This study offers a valuable comparison of how several important country-image related issues have evolved over time.
ISSN:0265-1335
1758-6763
DOI:10.1108/IMR-07-2021-0228