Country of origin, consumers Perception and Brand Image

Country of origin, consumer s Perception and Brand Image Introduction The impact of country of origin (COO) on the consumer s perception of products has been one of the most widely studied areas of international marketing. Increasing globalization of today s business has resulted in unprecedented problems for manufacturers, marketers, and consumers (L. Y. Lin Chen, 2006). The country of origin (where a product is made) touches both consumer evaluations of the product as well as the firm s decision to manufacture its goods in certain countries and how to brand (Parkvithee Miranda, 2012). Country-of-origin or in other words the Made in is a concept which states that people constitutes attitudes and believes shaping the†¦show more content†¦Consumers tend to recall the stored information about the brand and the country in question and then they relate the brand name with the COO to form a brand image and infer the product evaluation (Scott and Keith, 2005; Koubaa, 2008, p.141). Brand image is the reasoned or emotional perceptions consumers attach to a specific brand. It consists of functional and symbolic brand beliefs (Dobni and Zinkhan, 1990; Koubaa, 2008, p.141). Brand image is made up of brand associations. ‘‘Brand associations are the category of brand’s assets and liabilities that include anything ‘‘linked’’ in memory to a brand’’ (Aaker, 1991; Koubaa, 2008, p.141). â€Å"The ‘essence’ of the brand is a single simple value, easily understood and valued by consumer† (Arnold, 1992, p. 17; Pappu, Quester and Cooksey 2006, p.697).When brands are competing in the international arena, marketing managers should understand how to maintain the core essence of their brand across international boundaries. Examining how country of origin impacts brand image and its associated dimensions (e.g. perceived quality, brand associations) should reveal the means to protect or enhance the core essence of a brand. The country of origin of a product is an important marketing element known to influence consumer perceptions as well as behavior. Conversely, an inferior country of origin could tarnish a brand name (Thakor and Katsanis, 1997; Pappu, Quester and Cooksey, 2006, p.697).Show MoreRelatedUnderstanding the Relation between Country Image and Consumer Brand Equity868 Words   |  4 PagesUnderstanding the relation between country image and consumer brand equity is very important for many reasons, first the spread of globalization and the increase of international businesses which facilitate the transfer of the products from one country to consumers in other countries. Second, firms in developed countries start to shift the production lines to other countries to benefit from the cheap labor and low transportation cost. Finally firms sell their products in other countries for strategic reasonsRead MoreGlobal Brand and Local Brand1446 Words   |  6 Pagesï » ¿Global brands Vs. Local Brands Introduction According to Ger, Belk and Lascu (1993), advances in communications and information systems technology have shrunk distances, thereby linking markets through flows of information across markets. These trends enhance the management of global operations and drives up the need to deal effectively with global competition. As firms enter international markets, branding plays an important role in its marketing strategy. Many consumers use brands as clues toRead MoreCOO Impact on Consumers Purchases Essay example1565 Words   |  7 Pagesstudy that COO played an important role in consumers perception towards product from a given country. When buying a branded products, consumers purchase intention was not only be influenced by brand perceptions but COO also had a direct impact. Similarly Karunaratna , Quester Johnson (2008) found that through COO and brand information consumers simply information processing while evaluating product. In short Country-of-Brand which links the brand with its COO. even though this strong link shapes consumerRead MoreHolal Marketsrs and Brand Essay examples1140 Words   |  5 Pagesevery year and because of this more and more brands are going for Halal certification (lada, Tanakinjal and Amin, 2009). Halal is used as a marketing tool by marketers. Marketers are using Halal as brand element to promote their brands. Organizations are now considering Halal as important brand component to increase its market share. The Halal philosophy is used to enhance branding, marketing and to develop the product market. Halal is used as a co-brand like Halal insurance, Halal financing etc. ManyRead More6 Verlegh s And Steenkamp s ( 1999 ) Coo Framework906 Words   |  4 PagesFramework Authors have introduced a country of origin framework which has 3 different dimensions of COO which impacts consumer’s perceptions, those 3 dimensions are called â€Å"Affective†, â€Å"Normative† and â€Å"Cognitive†. This framework was heavily used in modern research of COO effects on brand equity, therefore I will employ elements of this framework in conducting my own research. 2.2.6.1 Affective Dimension of COO This is can be linked to Aaker’s (1991) theory of brand associations as consumers tend toRead MoreSummary of Chapter 6 consumer behavior830 Words   |  4 PagesMarceline 3303013002 Vensca Veronica Tanus 3303013024 Summary of Chapter 6 Consumer Perception Perception The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world Elements of Perception Sensation is the immediate and direct response of the sensory organs (5 senses) to stimuli. Sensation itself depend on energy within the environment where the perception occurs. For example: Mainly sight sound smell (SIA e.g) and a stimulus isRead MoreConsumer Behavior Jnd Essay1055 Words   |  5 Pagesmix that is above the differential threshold. In this case, marketers would most likely make changes to the perfume’s bottle or chocolate packaging. By making their new packaging or bottle more attractive or enticing, this would catch the consumer’s attention, and make their respective product stand out from its competitors. Another way marketers can stand out is by offering different promotional sales, causing consumers to believe that they are getting more for less. Often, chocolate barsRead MoreAfter looking back at all the presentations done in the tutorials of International Marketing, I1300 Words   |  6 Pagesdefinition of consumer affinity, group of consumers that may have consumer affinity towards buying products made in foreign country and the causes of consumer affinity. The presenter explained that people who develop affinity towards a foreign country might do so because they identify with the country’s culture, they find it attractive, or they find that their identification with the country contributes to their social identity (Wongtada, Rice Bandyopadhyay 2012). The presenter then explained the possibleRead MoreThe And Brand Identity / Brand Image Subjects994 Words   |  4 Pagesanalysis on both COO and Brand Identity/Brand Image subjects. Every successful research should be sta rted with analysis of central themes as this will act as a basis for whole study. Taking into account this thinking, first part of this literature review will be dedicated to analyses of core aspects Brand Identity/Brand Image and Country-of-Origin Effect. Here you will be able to find discussion of history, background research and key factors of both topics. 2.1.1 Brand Image/Brand identity With the growthRead MoreProducts and Services for Consumers1441 Words   |  6 Pagesresolved with a simple either/or decision. Cost revenue analyses need to be done and decisions made in the hard, cold lights of profitability. There is no question that significant cost savings can be realized from having standardized products, packages, brand names, and promotional messages but this makes sense only if there is adequate demand for the standardized products: costs must be balanced with demand. On the other hand, if the cost of an individualized product when evaluated against price/demand