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A Branding Strategy for Emerging Market Firms Entering Developed Markets

38 citations0/0 files storedJournal of International Consumer Marketing

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Consumer Behavior in Brand Consumption and Identification International Business and FDI Corporate Identity and Reputation

Abstract

Firms from emerging markets face several challenges when entering and trying to compete in developed markets. One of these obstacles to success is the negative country of origin effects that these firms face. By viewing the country of origin phenomenon through the lens of signaling theory, we propose that firms can reduce the noise caused by the made in … label by adopting a branding strategy that consumers connote with a positive country image. In an experiment focusing on brand names from Hungary and Vietnam, we find that this strategy neutralizes noise caused by the country of origin label and leads to favorable product evaluations.

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References

1991The Competitive Advantage of Nations 1973Job Market Signaling 1990The Competitive Advantage of Nations 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 2000No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality 1998Brand Equity as a Signaling Phenomenon 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations

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2017Country-of-origin image (COI) as a country-specific advantage (CSA): Scale development and validation of COI as a resource within the firm perspective 2015Branding from emerging countries: how to compete internationally?2019How country of origins of food products compete and grow 2011Improving global competitiveness with branding strategy 2017In search of tools for the use of country image (CI) in the brand 2016

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