Leveraging the Country-of-Origin Image by managing it at different levels

被引:5
作者
Suter, Mariana Bassi [1 ]
Borini, Felipe Mendes [2 ]
Coelho, Diego Bonaldo [3 ]
de Oliveira Junior, Moacir Miranda [2 ]
Conti Machado, Marcos Cesar [3 ]
机构
[1] Univ Leeds, Sch Design, Leeds LS2 9JT, W Yorkshire, England
[2] Univ Sao Paulo, Sch Econ Business & Accountancy, Sao Paulo, Brazil
[3] ESPM, Sao Paulo, Brazil
关键词
Country-of-origin image (COI); Business-to-business (B2B); Brand architecture; Corporate brand; BRAND EQUITY; PERCEPTIONS; MARKETS; MANAGEMENT; PRODUCTS; MODEL; SCALE;
D O I
10.1057/s41254-019-00149-z
中图分类号
F [经济];
学科分类号
02 ;
摘要
The study aims to articulate the Country-of-Origin Image (COI) at different levels (country, industry and firm levels) by advancing the knowledge and exploring ways to manage the COI at different levels underpinned on corporate brand and brand architecture strategies. For that, a mixed-methods approach was conducted where a qualitative study-looking into the case of the Brazilian Machinery Solutions Programme (BMS)-was carried out in combination with a quantitative survey held with a specific target country (Colombia). Data for the quantitative study were collected with 89 Colombian industrial buyers using Brazil as a manufacturer-supplier and country of reference. Findings indicate the relevance of managing the COI at different levels and highlight the development of the COI at the industry level. This demonstrates that nation-branding and COI literature should be developed and articulated using strategic marketing programmes and brand architecture elements. The study advances the body of knowledge in the COI literature by analysing it within three different levels and offers a framework to manage the COI using corporate brand and brand architecture elements, which is beneficial to institutions, governments, trade agencies, industry associations and firms to leverage the COI by understanding aspects of it transferrable to industry and firm levels.
引用
收藏
页码:224 / 237
页数:14
相关论文
共 70 条
[11]  
Bryman A., 2018, BUSINESS RES METHODS
[12]   Marketing renaissance: How research in emerging markets advances marketing science and practice [J].
Burgess, Steven Michael ;
Steenkamp, Jan-Benedict E. M. .
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 2006, 23 (04) :337-356
[13]  
CALLABRESE GG, 2018, J POLICY MODELING
[14]  
Chin WW, 1998, QUANT METH SER, P295
[15]  
DASZKIEWICZ M, 2017, HANDEL WEWNTRZNY, V6, P56
[16]   Analysis of Brazilian fashion sectorial brand identity [J].
de Arruda Lourencao, Marina Toledo ;
Engracia Giraldi, Janaina de Moura ;
Maheshwari, Vish .
RESEARCH JOURNAL OF TEXTILE AND APPAREL, 2018, 22 (03) :291-314
[17]   Development of an identity model for sector brands [J].
de Arruda Lourencao, Marina Toledo ;
Engracia Giraldi, Janaina de Moura .
JOURNAL OF FASHION MARKETING AND MANAGEMENT, 2017, 21 (03) :317-340
[18]   Executive insights: Integrating branding strategy across markets: Building international brand architecture [J].
Douglas, SP ;
Craig, CS ;
Nijssen, EJ .
JOURNAL OF INTERNATIONAL MARKETING, 2001, 9 (02) :97-114
[19]   Building a better literature review: Looking at the nomological network of the country-of-origin effect [J].
Durand, Aurelia .
CANADIAN JOURNAL OF ADMINISTRATIVE SCIENCES-REVUE CANADIENNE DES SCIENCES DE L ADMINISTRATION, 2016, 33 (01) :50-65
[20]   Country-of-origin effects on purchasing agents' product perceptions: An Australian perspective [J].
Dzever, S ;
Quester, P .
INDUSTRIAL MARKETING MANAGEMENT, 1999, 28 (02) :165-175