Luxury cars Made-in-China: Consequences for brand positioning

被引:30
作者
Bartikowski, Boris [1 ]
Fastoso, Fernando [2 ]
Gierl, Heribert [3 ]
机构
[1] KEDGE Business Sch, BP 921, F-13288 Marseille 9, France
[2] Univ York, York Management Sch, Freboys Lane, York YO10 5GD, N Yorkshire, England
[3] Univ Augsburg, Univ Str 16, D-86159 Augsburg, Germany
关键词
Brand origin image; Consumer culture positioning; Country-of-origin; Country of manufacture; Luxury cars; Made-in-China; COUNTRY IMAGE; CONSUMER CULTURE; GLOBAL BRANDS; LOCAL BRANDS; ORIGIN; ATTITUDES; FOREIGN; ANTECEDENTS; PERCEPTIONS; PERSONALITY;
D O I
10.1016/j.jbusres.2019.01.072
中图分类号
F [经济];
学科分类号
02 ;
摘要
This research shows that effects of Alden, Steenkamp, and Batra's (1999) consumer-culture positioning strategies (i.e., global, local, or foreign consumer-culture positioning) on consumer attitudes toward brands are contingent on the image of the foreign brand's country of-origin and the communication of a Made-in-China label. In the context of luxury cars in China, we find that Made-in-China acts as a primary cue that overrides both the effect of consumer culture positioning strategies and the effect of the foreign brand's country-of-origin image on consumer attitudes. Consumer-culture positioning strategies differ in their effects on brand attitudes only when advertising does not signal Made-in-China. This research contributes to qualifying the effects of country of brand-origin image and consumer-culture positioning strategies in relation to global luxury brands manufactured in newly industrialized economies.
引用
收藏
页码:288 / 297
页数:10
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