Effect of brand origin on brand personality perceptions: an empirical analysis from Turkey

Abstract

Purpose – The purpose of this study was to explore whether and to what extent brand origin associations transfer to brand personality (BP) perceptions. Whether and in which ways product involvement and familiarity have some moderating effects on this relationship was also explored. Design/methodology/approach – Using experimental design, hypotheses were tested in two product groups. Findings – Results show that subjects not provided brand origin information perceived the competence dimension of BP significantly lower than subjects who were provided brand information. Also, product involvement positively moderates brand origin effect while product familiarity negatively moderates it. However, two-way interactions of brand origin and product involvement are more meaningful than all other interactions and main effects. Research limitations/implications – The findings were based on data collected in an experimental setting from a convenience sample that was somewhat homogeneous. Also only one dimension of BP (competence) has been used in this study. Practical implications – Supporting the importance of brand origin on BP perceptions, these results show that the general characteristics of countries can translate into personalities of their brands from the product categories that have a good reputation on international markets. As the most significant implication for practitioners, the maximum effectiveness of marketing communication strategies can be achieved through the effect of brand origin on BP perceptions only if proper segmentation can be made with regard to involvement and familiarity. Originality/value – This is the first study that has empirically demonstrated the role of image transfer on building BP perceptions through brand origin information.

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