Abstract
Some time ago, we held a seminar at a large emerging market car manufacturer. We began by displaying pictures of identical Volkswagen cars captioned as “made in Germany” and “made in Mexico.” When we asked executives which of the two cars they preferred, the room filled with laughter. The German one, of course! Their own reaction summarized 10 slides of statistics, that the country of origin can be a brand asset — or a liability.
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Notes
For a quantitative analysis of previous research, see Peeter W.J. Verlegh and Jan-Benedict E. M. Steenkamp (1999), “A Review and Meta-Analysis of Country-of-Origin Research,” Journal of Economic Psychology, 20 (5), 521–46; see also
Julie M. Pharr (2005), “Synthesizing Country-of-Origin Research from the Last Decade: Is the Concept Still Salient in an Era of Global Brands?” Journal of Marketing Theory and Practice, 13 (Fall), 34–45.
Jan-Benedict E.M. Steenkamp (1989), Product Quality, Assen, The Netherlands: Van Gorcum.
See, for example, Martin S. Roth and Jean B. Romeo (1992), “Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects,” Journal of International Business Studies, 23 (3), 477–97. We added social responsibility to this set, based on our academic and consulting experience.
Discussion of these four factors is based on: FutureBrand (2012), 2011–2012 Country Brand Index; documentation for the 2012 Anhalt-GfK Roper Nation Brands Index;
Marc Fetscherin (2010), “The Determinants and Measurement of a Country Brand: The Country Brand Strength Index,” International Marketing Review, 27 (4), 466–79.
FutureBrand (2012), 2011–2012 Country Brand Index, p. 29.
FutureBrand (2012), 2011–2012 Country Brand Index, p. 67.
For an in-depth discussion of stereotypes and their role in social categories and schemas, see Susan T. Fiske (1998), “Stereotyping, Prejudice, and Discrimination,” in Daniel T. Gilbert, Susan T. Fiske, and Gardner Lindzey (eds), Handbook of Social Psychology, Vol. 2 (4th edn), Boston, MA: McGraw-Hill, pp. 357–411;
Susan T. Fiske and Shelley E. Taylor (1991), Social Cognition (2nd edn), New York: McGraw-Hill.
Durairaj Maheswaran (1994), “Country of Origin as Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations,” Journal of Consumer Research, 21 (September), 354–65;
Sung-Tai Hong and Robert S. Wyer (1989), “Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation: An Information Processing Perspective,” Journal of Consumer Research, 16 (September), 175–87;
Peeter W.J. Verlegh, Jan-Benedict E.M. Steenkamp, and Matthew T.G. Meulenberg (2005), “Country of Origin Effects in Consumer Processing of Advertising Claims,” International Journal of Research in Marketing, 22 (June), 127–39;
Alexander Josiassen, Bryan Lukas, and Gregory Whitwell (2008), “Country-of-Origin Contingencies: Competing Perspectives on Product Familiarity and Product Involvement,” International Marketing Review, 25 (4), 423–40.
Jill G. Klein (2002), “Us Versus Them, Or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods,” Journal of International Business Studies, 33 (2), 345–63.
Jill G. Klein, Richard Ettenson, and Marlene D. Morris (1998), “The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China,” Journal of Marketing, 62 (January), 89–100.
Junhong Chu (2013), “Quantifying Nation Equity with Sales Data: A Structural Approach,” International Journal of Research in Marketing, 30 (1), 19–35.
This figure was inspired by Martin S. Roth and Jean B. Romeo (1992), “Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects,” Journal of International Business Studies, 23 (3), 477–97.
Victor V. Cordell (1992), “Effects of Consumer Preferences for Foreign Sourced Products,” Journal of International Business Studies, 23 (2), 251–69.
See France Leclerc, Bernd H. Schmitt, and Laurette Dube (1994), “Foreign Branding and its Effects on Product Perceptions and Attitudes,” Journal of Marketing Research, 31 (May), 263–70.
Calling Brands (2011), Brand China, Show People What You Are Made Of, November, p. 15.
Keith Dinnie et al. (2010), Nation Branding and Integrated Marketing Communications: An ASEAN Perspective,” International Marketing Review, 27 (4), 388–403.
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© 2013 Nirmalya Kumar and Jan-Benedict E.M. Steenkamp
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Kumar, N., Steenkamp, JB.E.M. (2013). The Positive Campaign Route. In: Brand Breakout. Palgrave Macmillan, London. https://doi.org/10.1057/9781137276629_6
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