Management International Review

, Volume 48, Issue 5, pp 577–602 | Cite as

Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study

  • Katharina Petra Zeugner Roth
  • Adamantios Diamantopoulos
  • Mª Ángeles Montesinos
Research Article

Abstract and Key Results

This study applies the construct of brand equity in a country context, and measures the value-added with which the name of a country endows a product or a brand as perceived by the individual consumer.

Specifically, based on Yoo and Donthu’s (2001) brand equity scale, a country brand equity (CBE) scale is developed and empirically tested for its psychometric properties; subsequently a model linking (home) country image (COI) and product preferences with country brand equity as an intervening variable is estimated.

-Results indicate (a) R country brand equity is influenced by country image perceptions, (b) that country brand equity positively impacts on product preferences, and (c) that the latter are not directly influenced by country image perceptions.


Brand Equity Country Equity Country Brand Equity Country Image Product Preferences 


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Copyright information

© Gabler Verlag 2008

Authors and Affiliations

  • Katharina Petra Zeugner Roth
    • 1
  • Adamantios Diamantopoulos
    • 2
  • Mª Ángeles Montesinos
    • 3
  1. 1.Chair of International Marketing, Faculty of Business, Economics and StatisticsUniversity of ViennaViennaAustria
  2. 2.Chair of International Marketing, Faculty of Business, Economics and StatisticsUniversity of ViennaViennaAustria
  3. 3.Department of MarketingUniversity of ValenciaValenciaSpain

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