Articlehybrid2015

The Impact of Country of Origin and Country of Manufacture of a Brand on Overall Brand Equity

32 citations0/0 files storedInternational Journal of Marketing Studies

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

The main purpose of this study is to explore the effects of country-of-origin of a brand (COB) and country of manufacture (COM) on the overall brand equity (OBE). A second purpose of this research is to investigate the mediating role of consumer based brand equity (CBBE) on the relationship between COB and COM and overall brand equity (OBE). To undertake this, a conceptual framework was designed and relationships among its constructs COB, COM, CBBE, and OBE were hypothesized. Data were collected from consumers located in two major cities in Egypt who were the owners of the selected brands of mobile phones. All hypotheses were tested using regression analysis. Results indicate that both COB and COM have direct and significant effect on CBBE, yet COM has significant lower effect on CBBE. In addition, COB and COM have direct influence on the overall brand equity. Furthermore, unlike COB, the results emphasized the mediating effect of CBBE on the relationships between COM and the overall brand equity. The current study considers only one product category, future researches would consider different product categories, for example convenience products and non-durable ones. Further research would take into account COB and COM effects from other developed and developing countries. Different sub-dimensions of COO for example Country of Assembly (COA) and Country of Design (COD) would be researched. The value of this paper stems from decomposing country of origin into COB and COM and investigating their plausible effect on the CBBE and the overall brand equity from the Egyptian consumers' points of view. Moreover, the mediating effect of CBBE is another significant issue.

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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 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1991Managing Brand Equity 1996Measuring Brand Equity Across Products and Markets 2000An Examination of Selected Marketing Mix Elements and Brand Equity 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.2003Brand Synthesis: The Multidimensionality of Brand Knowledge

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2018Country-of-Origin Effects on Consumer Buying Behaviours. A Case of Mobile Phones 2022Revisiting brand origin: expanding the strategic portfolio of brand-level attributes 2018The effect of country of origin on consumer-based brand equity (CBBE) of Colombian consumers: An empirical investigation of Samsung vs. Huawei brands 2019Consumers’ Purchase Intentions of Bi-national Products: Effects of Country-of-Brand, Country-of-Manufacture, and Trusting Beliefs 2018Relative importance of country of service delivery, country of person and country of brand in hybrid service evaluation: a conjoint analysis approach

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