Hostname: page-component-586b7cd67f-tf8b9 Total loading time: 0 Render date: 2024-11-22T10:27:38.187Z Has data issue: false hasContentIssue false
  • English
  • Français

The structural model of relations between country of origin and the perceived brand name value

Published online by Cambridge University Press:  01 March 2011

R. STRAŠEK
R. STRAŠEK*
Affiliation:
University of Primorska, Faculty of management Koper, Cankarjeva 5, 6104 Koper, Slovenija
*
Corresponding author: [email protected], [email protected]
Get access

Abstract

The article investigates the importance of values of the perceived brand name from the external point of view perceived by the sample of consumers. Based on the stratified survey and the quantitative research the relationship between country of origin (COO), marketing mix elements and the perceived brand name value was noted. The emphasis is placed on establishing an impact of COO on the perceived brand name value and its impact on the latter compared to the selected marketing mix elements. The article presents the structural model of a conceptual relationship between the COO and the perceived brand name value. A measuring instrument and procedures used to check reliability and validity of the structural model of the product's perceived brand name value were developed. The conceptual model and the relationships within the model were evaluated by a modelling that used linear structural equations on the selected sample of respondents, which enabled verification of the conceptual model by empirical data.

Keywords

country of originbrandperceived brand name valuemodelling
Type
Review Article
Information
World's Poultry Science Journal , Volume 67 , Issue 1 , March 2011 , pp. 59 - 72
Copyright
Copyright © World's Poultry Science Association 2011

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

AAKER, D.A. and JACOBSON, R. (1994) The financial information content of percieved quality. Journal of Marketing Research 31(2): 191–201.Google Scholar
BILKEY, W.J. and NES, E. (1982) Country–of–origin effects on products evaluations. Journal of International Business Studies 13(1): 88–99.Google Scholar
BLATTBERG, R.C. and WINNIEWSKI, K.J. (1989) Price-induced patterns of competition. Marketing Science 8(4): 291–309.Google Scholar
BOULDING, W., LEE, E. and STAELIN, R. (1994) Mastering the mix: Do advertising, promotion, and saleforce activities lead to differentiation? Journal of Marketing Research 31(2): 159-172.CrossRefGoogle Scholar
DODDS, W.B., MONROE, B.K. and GREWAL, D. (1991) Effects of price, brand, and store information on buyers product evaluations. Journal of Marketing Research 28(3): 307–319.Google Scholar
EREVELLES, S., ABHIK, R. and VARGO, S.L. (1999) The use of price and warranty cues in product evaluation: A comparison of U. S. and Hong Kong consumers. Journal of International Consumer Marketing 11(3): 67–91.Google Scholar
FERRIS, P., OLIVER, J. and DE KLUYVER, C. (1989) The relationship between distribution and market share. Marketing Science 8(2): 107–127.Google Scholar
FORNELL, C. and LARCKER, D.F. (1981) Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18(1): 39–50.Google Scholar
GOOD, L.K. and HUDDLESTON, P. (1995) Etnocentrism of Polish and Russian consumers: are feelings and intentions related? International Marketing Review 12(5): 35–48.Google Scholar
GREWAL, D., MONROE, B.K. and KRISHNAN, R. (1998) The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing 62(2): 46–59.Google Scholar
HAN, M.C. (1988) The role of consumer patriotism in the choice of domestic vs. foreign products. Journal of Advertising Research 28(3): 25–32.Google Scholar
HAN, M.C. and TERPSTRA, V. (1988) Country-of-origin effects for uni-national and bi-national products. Journal of International Business Studies 19(2): 235–255.Google Scholar
HUDDLESTON, P., GOOD, L.K. and STOEL, L. (2001) Consumer ethnocentrism, product necessity and Polish consumers' perceptions of quality. International Journal of Retail & Distribution Managment 29(5): 236–246.Google Scholar
JOHNSON, T. (1984) The myth of declining brand loyalty. Journal of Advertising Research 24(1): 9–17.Google Scholar
KAMAKURA, W.A. and RUSSELL, G J. (1993) Measuring brand value with scanner data. International Journal of Research in Marketing 10(1): 9-21.Google Scholar
KAYNAK, E., KUCUKEMIROGLU, O. and HYDER, A.S. (2000) Consumers’ country–of–origin perceptions of imported products and a homogenous less-developed country. European Journal of Marketing 34(9/10): 1221-1241.CrossRefGoogle Scholar
KELLER, K.L. (1998) Strategic brand management: Building, measuring and managing brand equity. Upper Saddle River: Prentice Hall.Google Scholar
KOTLER, P. (1998) Marketing management – trženjsko upravljanje: analiza, načrtovanje, izvajanje in nadzor. Ljubljana: Slovenska knjiga.Google Scholar
MAXWELL, H. (1989) Serious betting on strong brands. Journal of Advertising Research 29(5): 11–13.Google Scholar
MILGROM, P. and ROBERTS, J. (1986) Price and advertising signals of product quality. Journal of Political Economy 55(4): 796-821.CrossRefGoogle Scholar
MONROE, K.B. (1990) Pricing: making profitable decisions. New York: McGraw-Hill.Google Scholar
PAPADOPOULOS, N. and HESLOP, L. (1989) National Stereotypes and Product Evaluations and a Socialist Country. International Marketing Review 7: 32-47.Google Scholar
SHIMP, T.A. and SHARMA, S. (1987) Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research 24(3): 280–289.Google Scholar
SMITH, D.C. (1992) Brand extensions and advertising efficiency: What can and can not be expected. Journal of Advertising Research 32(6): 11–20.Google Scholar
SIMON, C.J. and SULLIVAN, M.W. (1993) The measurement and determinants of brand equity. Marketing Science 12(1): 28–52.Google Scholar
STRAŠEK, R. (2010) , Empirical testing of correlations between the effects of country-of-origin and consumer perceptions. World's Poultry Science Journal 66(1): 39-52.CrossRefGoogle Scholar
SWEENEY, J.C., SOUTAR, G.N. and JOHNSON, L.W. (1999) The role of perceived risk in the quality-value relationship: A study in a retail environment. Journal of Retailing 75(1): 77 –105.Google Scholar
TEAS, K.R. and AGARWAL, S. (2000) The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice and value. Journal of the Academy of Marketing Science 28(2): 278–290.Google Scholar
VUKASOVIČ, T. (2009a) Consumer perception of poultry meat and the importance of country of origin and a purchase making process. World's Poultry Science Journal 65(1): 65-74.CrossRefGoogle Scholar
VUKASOVIČ, T. (2009b) Buying decision making process for poultry meat. British Food Journal 112(2): 125–139.Google Scholar
YOO, B., DONTHU, N. and LEE, S. (2000) An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science 28(2): 195–211.Google Scholar