Article2006

Consumer‐based brand equity and country‐of‐origin relationships

Ravi Pappu · Pascale G. Quester · Ray Cooksey

419 citations0/0 files storedEuropean Journal of Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Purpose The objective of the present research is to examine the impact of the country of origin of a brand on its consumer‐based equity. Design/methodology/approach Brand equity was conceptualized in this paper as a combination of brand awareness, brand associations, perceived quality and attitudinal brand loyalty. A doubly multivariate design was incorporated in a structured questionnaire to collect data via mall intercepts in an Australian capital city. Findings Multivariate analysis of variance of the data indicated that consumer‐based brand equity varied according to the country of origin of the brand and product category. This impact of country of origin on brand equity occurred where consumers perceived substantive differences between the countries in terms of their product category‐country associations. Research limitations/implications An important direction for future research would be to examine how the consumer‐based equity of a brand would be affected, if the country of origin were changed from a country with weaker association with the product category to a country with strong association with the product category. The results would be useful to MNCs contemplating international manufacturing. Practical implications Marketing managers operating in the international context must identify the sources of brand equity, and understand the importance of incorporating country of origin into their brand equity measurement. Further, the results suggest that, when a brand offers a variety of product categories, brand managers should monitor and track the brand's consumer‐based equity for each product category. Originality/value The present study is one of the first to empirically examine and confirm the impact of country of origin on the consumer‐based equity of a brand.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1997Dimensions of Brand Personality 1995Building Strong Brands 1991Managing Brand Equity 2000An Examination of Selected Marketing Mix Elements and Brand Equity 2001Developing and validating a multidimensional consumer-based brand equity scale 1999A review and meta-analysis of country-of-origin research

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