دانلود رایگان مقاله لاتین منشا نام تجاری کشور سازگار با تولید از سایت الزویر
عنوان فارسی مقاله:
منشا نام تجاری و کشور سازگار با تولید: شواهد از انگلستان و چین
عنوان انگلیسی مقاله:
Brand origin and country of production congruity: Evidence from the UK and China
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Literature review
2.1. COO and consumer product evaluations Country of origin (COO) can be defined as the country which a consumer associates with a certain product or brand as being its source, regardless of where the product is actually produced (Jaffe & Nebenzahl, 2006; Koschate-Fischer et al., 2012). Prior research on COO shows that a product's COO conveys a signal of product quality, influences consumers' perceptions of risk and value, and directly affects the likelihood of purchase (for a review, see Jaffe & Nebenzahl, 2006; Pharr, 2005; Phau & Chao, 2008; Wilcox, 2005). COO cues have been examined in terms of the influence of cognitive, affective, and normative associations with a particular country on consumer attitudes (Koschate-Fischer et al., 2012). As an information cue for consumer product evaluations, Hong and Wyer (1989) note that COO can influence consumers' judgement of product quality by: (a) triggering concepts and knowledge that affect the interpretation of other available product attribute information; (b) heuristically inferring the quality of the product without considering other attribute information; (c) portraying a feature of a product in the same way as other specific product attributes; and (d) influencing attention on country of origin rather than other attribute information. In this sense, COO may impact on consumer perceptions and behaviors through a cluster of cues of the cognitive approach (Batra, Ramaswamy, Alden, Steenkamp, & Ramachander, 2000; Bilkey & Nes, 1982; Koschate-Fischer et al., 2012). Thus, an international brand such as Sony comprises different attributes in terms of brand origin and COP that affect consumer choice. Sony is an established international brand suitable for the purpose of this study – Sony's products are manufactured at home as well as in selected developing countries. By focusing on one brand (Sony) rather than numerous brands, this study provides a deeper understanding of the effect of brand origin and COP on consumer product evaluations rather than compounded by biases from different brands. The COP is the country that produces or assembles the branded product (Insch & McBride, 2004; Laufer, Gillespie, & Silvera, 2009; Van Pham, 2006). Consumers often will deduce country-specific information from a product's brand name by means of association or ‘mental links’ to the brand (Ettenson, Klein, & Morris, 1998). High brand equity can be strongly associated with brand origin. If consumer product evaluations are based on product attributes, incongruent COP information is expected to change consumers' beliefs regarding the country in which the product is manufactured (which is different from the brand origin), but to have no significant effect on other salient product beliefs. In contrast, low equity brands in general have weak brand associations and hence incongruent COP information is likely to produce widespread effect on all salient product beliefs (Hui & Zhou, 2003).
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کلمات کلیدی:
Brand origin and country of production congruity ... - IDEAS/RePEc https://ideas.repec.org/a/eee/jbrese/v69y2016i12p5703-5711.html by TY Eng - 2016 - Related articles Both country of production and brand origin may not be the same, which questions the effect of incongruity on a brand, consumer ethnocentrism and localization ... Brand origin and country of production congruity: Evidence from the ... repository.essex.ac.uk/16559/ by TY Eng - 2016 - Cited by 1 - Related articles May 16, 2016 - Eng, Teck-Yong and Ozdemir, Sena and Michelson, Grant (2016) 'Brand origin and country of production congruity: Evidence from the UK and ... [PDF]A study of brand name and country of production congruity - DiVA portal www.diva-portal.org/smash/get/diva2:613537/FULLTEXT02 by A Ericsson - 2013 - Related articles Jan 17, 2013 - congruity between brand origin and country of production has been ... Keywords: Perceived quality, country of origin, country of production, ... A study of brand name and country of production congruity - DiVA portal www.diva-portal.org/smash/record.jsf?pid=diva2:613537 by A Ericsson - 2013 - Related articles Mar 28, 2013 - This quality perception linked to congruity between brand origin and country of production has been studied for various products and product ... [Colloquium] Brand Origin and Country of Production Congruity ... https://www.jcu.edu.sg/events/mar-2016/colloquium-brand-origin Mar 3, 2016 - Brand Origin and Country of Production Congruity: Evidence from the UK and China. by Professor Grant Michelson (Head of Marketing and ... Brand Origin Identification by Consumers: A Classification Perspective ... journals.ama.org/doi/abs/10.1509/jimk.16.1.39 by G Balabanis - 2008 - Cited by 225 - Related articles Keywords: country of origin, classification theory, brand associations, consumer ... (2016) Brand origin and country of production congruity: Evidence from the UK ... [PDF]The Impact of Country of Origin and Country of Manufacture of a Brand ... www.ccsenet.org/journal/index.php/ijms/article/download/45667/25334 by RHA Mostafa - 2015 - Cited by 9 - Related articles Mar 28, 2015 - Keywords: country of origin of brand, country of manufacture, ..... The congruity principle elucidated by Osgood and Tannenbaum (1955) ...
