Brand Positioning Based on Brand Image–Country Image Fit

Published Online:https://doi.org/10.1287/mksc.2019.1151

References

  • Aaker DA (1996) Building Strong Brands (Free Press, New York).Google Scholar
  • Aaker JL (1997) Dimensions of brand personality. J. Marketing Res. 34(3):347–356.CrossrefGoogle Scholar
  • Aaker DA, Jacobson R (1994) The financial information content of perceived quality. J. Marketing Res. 31(2):191–201.CrossrefGoogle Scholar
  • Aaker JL, Benet-Martínez V, Garolera J (2001) Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personalities. J. Personality Soc. Psych. 81(3):492–508.CrossrefGoogle Scholar
  • Alden DL, Steenkamp JBEM, Batra R (1999) Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. J. Marketing 63(1):75–87.CrossrefGoogle Scholar
  • Alden DL, Steenkamp JBEM, Batra R (2006) Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences. Internat. J. Res. Marketing 23(3):227–239.CrossrefGoogle Scholar
  • Allen MW, Gupta R, Monnier A (2008) The interactive effect of cultural symbols and human values on taste valuation. J. Consumer Res. 35(2):294–308.CrossrefGoogle Scholar
  • Barth ME, Clement MB, Foster G, Kasznik R (1998) Brand values and capital market valuation. Rev. Accounting Stud. 3(1–2):41–68.CrossrefGoogle Scholar
  • Bassler GP, Millette D, Lambert M-E (2013) German Canadians. The Canadian Encyclopedia. Published July 30, 2013; last modified January 22, 2018. http://www.thecanadianencyclopedia.ca/en/article/german-canadians/.Google Scholar
  • Batra R, Lenk P, Wedel M (2010) Brand extension strategy planning: Empirical estimation of brand-category personality fit and atypicality. J. Marketing Res. 47(2):335–347.CrossrefGoogle Scholar
  • Batra R, Zhang CY, Aydinoğlu NZ, Feinberg FM (2017) Positioning multi-country brands: The impact of variation in cultural values and competitive set. J. Marketing Res. 54(6):914–931.CrossrefGoogle Scholar
  • Baumgartner H, Steenkamp JBEM (1996) Exploratory consumer buying behavior: Conceptualization and measurement. Internat. J. Res. Marketing 13(2):121–137.CrossrefGoogle Scholar
  • Chen FF (2007) Sensitivity of goodness of fit indexes to lack of measurement invariance. Structural Equation Model. 14(3):464–504.CrossrefGoogle Scholar
  • Cheung GW, Rensvold RB (2002) Evaluating goodness-of-fit indexes for testing measurement invariance. Structural Equation Model. 9(2):233–255.CrossrefGoogle Scholar
  • Cleveland M, Rojas-Méndez JI, Laroche M, Papadopoulos N (2016) Identity, culture, dispositions and behavior: A cross-national examination of globalization and culture change. J. Bus. Res. 69(3):1090–1102.CrossrefGoogle Scholar
  • Cooil B, Keiningham TL, Aksoy L, Hsu M (2007) A longitudinal analysis of customer satisfaction and share of wallet: Investigating the moderating effect of customer characteristics. J. Marketing 71(1):67–83.CrossrefGoogle Scholar
  • Cox DF, Rich SU (1964) Perceived risk and consumer decision-making—The case of telephone shopping. J. Marketing Res. 1(4):32–39.CrossrefGoogle Scholar
  • Crane D (2002) Culture and globalization. Crane D, Kawashima N, Kawasaki K, eds. Global Culture: Media, Arts, Policy and Globalization (Routledge, New York), 1−25.Google Scholar
  • d’Astous A, Boujbel L (2007) Positioning countries on personality dimensions: Scale development and implications for country marketing. J. Bus. Res. 60(3):231–239.CrossrefGoogle Scholar
  • Datta H, Ailawadi KL, van Heerde HJ (2017) How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response? J. Marketing 81(3):1–20.CrossrefGoogle Scholar
  • DelVecchio D, Smith DC (2005) Brand-extension price premiums: The effects of perceived fit and extension product category risk. J. Acad. Marketing Sci. 33(2):184–196.CrossrefGoogle Scholar
  • Escalas JE, Bettman JR (2005) Self-construal, reference groups and brand meaning. J. Consumer Res. 32(3):378–389.CrossrefGoogle Scholar
  • Fischer M, Völckner F, Sattler H (2010) How important are brands? A cross-category, cross-country study. J. Marketing Res. 47(5):823–839.CrossrefGoogle Scholar
  • Fornell C, Larcker DF (1981) Evaluating structural equation models with unobservable variables and measurement error. J. Marketing Res. 18(1):39–50.CrossrefGoogle Scholar
  • Fuchs C, Diamantopoulos A (2010) Evaluating the effectiveness of brand‐positioning strategies from a consumer perspective. Eur. J. Marketing 44(11/12):1763–1786.CrossrefGoogle Scholar
  • Garland C (2016) Most popular tourist destinations for Germans. TourismReview (April 4), https://www.tourism-review.com/most-popular-holiday-destinations-for-german-tourists-news4953.Google Scholar
  • Gelman A, Hill J (2007) Data Analysis Using Regression and Multilevel Hierarchical Models (Cambridge University Press, New York).Google Scholar
  • Goldstein H (2011) Multilevel Statistical Models, 4th ed. (John Wiley & Sons, Chichester, UK).Google Scholar
  • Häubl G, Elrod T (1999) The impact of congruity between brand name and country of production on consumers’ product quality judgments. Internat. J. Res. Marketing 16(3):199–215.CrossrefGoogle Scholar
  • Hauser J, Tellis GJ, Griffin A (2006) Research on innovation: A review and agenda for marketing science. Marketing Sci. 25(6):687–717.LinkGoogle Scholar
  • Holton R (2000) Globalization’s cultural consequences. Ann. Amer. Acad. Political Soc. Sci. 570(4):140–152.CrossrefGoogle Scholar
  • IDG Research (2017) Catalyzing growth and revenue opportunities with content localization. White paper, Smartling, New York. https://images.idgesg.net/assets/2017/11/smartling-catalyzing-growth-report-2017.pdf?SOURCE=01577800188419CIORGH651HCX7.Google Scholar
  • Inglehart R, Baker WE (2000) Modernization, cultural change, and the persistence of traditional values. Amer. Sociol. Rev. 65(1):19–51.CrossrefGoogle Scholar
  • Jakubanecs A, Supphellen M (2016) Cultural embeddedness of products. Internat. J. Marketing Res. 58(2):301–323.Google Scholar
  • Johansson JK (1997) Global Marketing: Foreign Entry, Local Marketing, and Global Management (Richard D. Irwin, Chicago).Google Scholar
  • Keller KL (1993) Conceptualizing, measuring and managing customer-based brand equity. J. Marketing 57(1):1–22.CrossrefGoogle Scholar
  • Keller KL (2013) Strategic Brand Management. Building, Measuring, and Managing Brand Equity, 4th ed., global ed. (Pearson Education, Essex, UK).Google Scholar
  • Keller KL, Lehmann D (2006) Brands and branding: Research findings and future priorities. Marketing Sci. 25(6):740–759.LinkGoogle Scholar
  • Kleine RE III, Kleine SS, Kernan JB (1993) Mundane consumption and the self: A social-identity perspective. J. Consumer Psych. 2(3):209–235.CrossrefGoogle Scholar
  • Klink RR, Smith DC (2001) Threats to the external validity of brand extension research. J. Marketing Res. 38(3):326–335.CrossrefGoogle Scholar
  • Lalwani AK, Forcum L (2016) Does a dollar get you a dollar’s worth of merchandise? The impact of power distance belief on price-quality judgments. J. Consumer Res. 43(4):317–333.CrossrefGoogle Scholar
  • Laroche M, Papadopoulos N, Heslop LA, Mourali M (2005) The influence of country image structure on consumer evaluations of foreign products. Internat. Marketing Rev. 22(1):96–115.CrossrefGoogle Scholar
  • Lovett M, Peres R, Shachar R (2014) A data set of brands and their characteristics. Marketing Sci. 33(4):609–617.LinkGoogle Scholar
  • Luo X, Raithel S, Wiles MA (2013) The impact of brand rating dispersion on firm value. J. Marketing Res. 50(3):399–415.CrossrefGoogle Scholar
  • Malär L, Krohmer H, Hoyer WD, Nyffenegger B (2011) Emotional brand attachment and brand personality: The relative importance of the actual and ideal self. J. Marketing 75(4):35–52.CrossrefGoogle Scholar
  • Manning KC, Bearden WO, Madden TJ (1995) Consumer innovativeness and adoption process. J. Consumer Psych. 4(4):329–345.CrossrefGoogle Scholar
  • Marshall R, Na W, State G, Deuskar S (2008) Endorsement theory: How consumers relate to celebrity models. J. Advertising Res. 48(4):564–572.CrossrefGoogle Scholar
  • Martin IM, Eroglu S (1993) Measuring a multi-dimensional construct: Country image. J. Bus. Res. 28(3):191–210.CrossrefGoogle Scholar
  • Meade AW, Craig SB (2012) Identifying careless responses in survey data. Psych. Methods 17(3):437–455.CrossrefGoogle Scholar
  • Mittal V, Kamakura WA (2001) Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. J. Marketing Res. 38(1):131–142.CrossrefGoogle Scholar
  • Mizik N, Jacobson R (2008) The financial value impact of perceptual brand attributes. J. Marketing Res. 45(1):15–32.CrossrefGoogle Scholar
  • Neuberg SL, Newsom JT (1993) Personal need for structure: Individual differences in the desire for simple structure. J. Personality Soc. Psych. 65(1):113–131.CrossrefGoogle Scholar
  • Özsomer A (2012) The interplay between global and local brands: A closer look at perceived brand globalness and local iconness. J. Internat. Marketing 20(1):71–94.Google Scholar
  • Parameswaran R, Pisharodi RM (1994) Facets of country of origin image: An empirical assessment. J. Advertising 23(1):43–56.CrossrefGoogle Scholar
  • Richins ML, Dawson S (1992) A consumer values orientation for materialism and its measurement: Scale development and validation. J. Consumer Res. 53(5):759–772.Google Scholar
  • Riefler P, Diamantopoulos A (2009) Consumer cosmopolitanism: Review and replication of the CYMYC scale. J. Bus. Res. 62(4):407–419.CrossrefGoogle Scholar
  • Rokeach M (1973) The Nature of Human Values (Free Press, New York).Google Scholar
  • Ryder AG, Alden LE, Paulhus DL (2000) Is acculturation unidimensional or bidimensional? A head-to-head comparison in the prediction of personality, self-identity, and adjustment. J. Personality Soc. Psych. 79(1):49–65.CrossrefGoogle Scholar
  • Schaller M, Boyd C, Yohannes J, O’Brien M (1995) The prejudiced personality revisited: Personal need for structure and formation of erroneous group stereotypes. J. Personality Soc. Psych. 68(3):544–555.CrossrefGoogle Scholar
  • Shimp TA, Sharma S (1987) Consumer ethnocentrism: Construction and validation of the CETSCALE. J. Marketing Res. 24(3):280–289.CrossrefGoogle Scholar
  • Sirgy MJ (1982) Self-concept in consumer behavior: A critical review. J. Consumer Res. 9(3):287–300.CrossrefGoogle Scholar
  • Sirgy MJ (1986) Self-Congruity (Praeger, New York).Google Scholar
  • Sirgy MJ, Lee D-J, Johar JS, Tidwell J (2008) Effect of self-congruity with sponsorship on brand loyalty. J. Bus. Res. 61(10):1091–1097.CrossrefGoogle Scholar
  • Smartling (2018) 7 trends marketers need to know about translation and localization in 2018. Amer. Marketing Assoc. Accessed July 10, 2018, https://www.ama.org/partners/content/Pages/7-trends-marketers-need-to-know-about-translation-and-localization-in-2018.aspx.Google Scholar
  • Steenkamp JBEM, de Jong M (2010) A global investigation into the constellation of consumer attitudes toward global and local products. J. Marketing 74(6):18–40.CrossrefGoogle Scholar
  • Swait J, Erdem T (2007) Brand effects on choice and choice set formation under uncertainty. Marketing Sci. 26(5):679–697.LinkGoogle Scholar
  • Swoboda B, Puchert C, Morschett D (2016) Explaining the differing effects of corporate reputation across nations: A multilevel analysis. J. Acad. Marketing Sci. 44(4):454–473.CrossrefGoogle Scholar
  • Triandis HC (1989) The self and social behavior in differing cultural contexts. Psych. Rev. 96(3):506–520.CrossrefGoogle Scholar
  • Trope Y, Liberman N, Wakslak C (2007) Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. J. Consumer Psych. 17(2):83–95.CrossrefGoogle Scholar
  • Usunier J-C, Cestre G (2007) Product ethnicity: Revisiting the match between products and countries. J. Internat. Marketing 15(3):32–72.CrossrefGoogle Scholar
  • Usunier J-C, Lee JA (2013) Marketing Across Cultures, 6th ed. (Financial Times Prentice Hall, Harlow, UK).Google Scholar
  • van der Lans R, van den Bergh B, Dieleman E (2014) Partner selection in brand alliances: An empirical investigation of the drivers of brand fit. Marketing Sci. 33(4):551–566.LinkGoogle Scholar
  • Verlegh PWJ (2007) Home country bias in product evaluation: The complementary roles of economic and socio-psychological motives. J. Internat. Bus. Stud. 38(3):361–373.CrossrefGoogle Scholar
  • Verlegh PWJ, Steenkamp JBEM (1999) A review and meta-analysis of country-of-origin research. J. Econom. Psych. 20(5):521–546.CrossrefGoogle Scholar
  • Westjohn SA, Singh N, Magnusson P (2012) Responsiveness to global and local consumer culture positioning: A personality and collective identity perspective. J. Internat. Marketing 20(1):58–73.CrossrefGoogle Scholar
  • Yi X, Batra R, Siqing P (2015) An extended model of preference formation between global and local brands: The roles of identity expressiveness, trust, and affect. J. Internat. Marketing 23(1):50–71.CrossrefGoogle Scholar
  • Yim CK, Chan KW, Hung K (2007) Multiple reference effects in service evaluations: Roles of alternative attractiveness and self-image congruity. J. Retailing 83(1):147–157.CrossrefGoogle Scholar
  • Yoon C (1997) Age differences in consumers’ processing strategies: An investigation of moderating influences. J. Consumer Res. 24(3):329–342.CrossrefGoogle Scholar
  • Young & Rubicam (2016) BAV history. Accessed December 20, 2016, http://bavconsulting.com/history/.Google Scholar
  • Zhang K (2015) Breaking free of stereotype: Should a domestic brand pretend to be a foreign one? Marketing Sci. 34(4):539–554.LinkGoogle Scholar
INFORMS site uses cookies to store information on your computer. Some are essential to make our site work; Others help us improve the user experience. By using this site, you consent to the placement of these cookies. Please read our Privacy Statement to learn more.