Brand Country of Origin Effect

This paper aims to identify selected characteristics of consumers which predict their knowledge about the origin of food brands. An online survey was conducted in a nationwide, representative sample of 1000 respondents aged 15 and more. Three measures of brand origin were used: (1) the distinction between domestic and foreign brands based on the location of production, (2) the distinction between domestic and foreign brands based on company ownership, and (3) the ability to provide the correct COO of the brand owner. Consumers tend to perceive food brands as domestic more often than it is in reality. If consumers do indicate a foreign origin of the brand, it is often a wrong foreign COO. In at least two regression models, consumer knowledge about brand origin was positively associated with higher education, low processing as a food-related lifestyle (FRL) item, being a man, age, and universalism Schwartz value. It was negatively affected by the importance attached to organic certificate as a food attribute. However, low values of determination coefficients suggest that it is hard to predict consumer knowledge in this area even if we have a wide range of consumer characteristics. Implications for marketing communications are discussed.

Country branding, by which the authors imply the management of identity and image, that is, strategic communication with the global audience, is an omnipresent phenomenon, and numerous studies have confirmed that a country’s good image is reflected in its international economic and political position. Therefore, various communication strategies, techniques and branding tools have been developed and have been applied in practice by many countries throughout the world. However, these strategies and techniques are not necessarily right for branding divided and post-conflict countries. For this reason, the paper is concerned with the challenges, opportunities and methods of communication and branding Bosnia and Herzegovina, which, even twenty years after the end of the war in that country, is still synonymous with an unstable state and a divided society in Europe. This paper provides an adjusted branding methodology, relying on an analysis of the elements of identity around which there ...

This paper is aimed to highlight the significance of 'Brands' for strengthening the 'National Identity'. It is a modest attempt to analyze how nations accrue global recognition through a systematic proliferation of national brands. Meticulously prepared advertisements and a well thought out media campaign often shape branded products into successful marketing propositions. While the use of brands in influencing the overall national image has become a marketing imperative, products of multi-national origins still remain in great demand. A fine linkage can be traced between the country of origin of a particular brand, the national identity, contribution of brand towards enhancing the national image and consumer ethno-centrism. The conceptual, strategic and practically relevant aspects of this association along with the managerial implications will be discussed in this paper, in a purely academic and research based construct, with a view to validating the following postulates: 1) Brands impact upon the construction of national identity. 2) Brands' influence on national identity is equally applicable in the spheres of diplomacy, defense, economy, trade, fashion and industry. 3) Countries have gained more fame globally, due to their branded products in all walks of life.

This study aimed to investigate Syrian consumers' preferences for domestic products, and to explore the extent of Syrian consumer ethnocentrism by relying on the TPB model (Ajzen,1985). “The Theory of Planning Behaviour”, in addition to identifying the most important factors affecting the purchase of local products. The current study adapts an extended proposed model of TPB, where subjective norm, attitude, and perceived behavioural act as mediators between the intention to buy domestic products and consumer ethnocentrism. A new external variable was added to the extended TPB model: the positive electronic word of mouth about domestic products (Positive e-WOM). The present study suggests a positive e-WOM effect on consumer ethnocentrism based on a study that argued the relationship between e-WOM and ethnocentrism

Purpose: Domestic sports brands seek to establish consumer relations with the brand to survive and earn continuous profits among foreign competitors. Therefore, this manuscript investigates the effect of domestic brands' authenticity on consumers' emotional dependence on domestic sports goods, including the Daei, Majid, and Momentum brands, with customer bias as a mediator.
Methodology: This study was based on a practical purpose and a descriptive correlation data collection method conducted in the field. The statistical population was all consumers of domestic sports goods (Daei, Majid, and Momentum brands), and 191 people were selected as a statistical sample based on the law of structural equations (five times the number of observable variables). The research tools included three Kadirov's (2010) brand authenticity questionnaires, Lee et al.'s (2013) customer bias, and Thomson et al.'s (2005) emotional attachment. Experts confirmed the formal and content validity and the reliability of the questionnaires, estimated to be 0.7, 0.92, and 0.95, respectively. Statistical analysis was performed using SPSS/25 and Smart-PLS.3.2.8 software.
Findings: The research results indicated a positive and significant relationship between brand authenticity, emotional attachment, and customer bias. However, there was no significant relationship between customer bias and emotional attachment.
Originality: So far, no research has investigated the mediation of customer bias in the relationship between brand authenticity and consumer emotional attachment; therefore, this research is original.

Determining the tourism destination is the main basis of many advertisements and marketing tools for the countries and cities of the world. Ardabil was chosen as the capital of eco-tourism in 23 20 , and this is a precious opportunity to introduce the wealth and natural and historical blessings and capacities and capabilities of tourism and investment of Ardabil province and city to the world. Therefore, using all possible tools in the field of tourism, including Neuromarketing, to determine this city as a tourist destination is a requirement. The purpose of this research is to determine the impact of Neuromarketing on the attitude of tourists to decide Ardabil as a tourist destination. The current research is applied in terms of purpose and descriptive-survey research method. The statistical population of this research was all the domestic tourists of Ardabil city, of which 120 people were selected as a sample and the necessary data were collected through a questionnaire. The results of data analysis showed that the components of neuromarketing has a positive and significant effect on determining Ardabil city as their tourist destination.

This editorial aims to show shortly how the experiential logic can be used to renew the most known marketing perspectives, by directing them towards new management approaches which, starting from the customer experience, can find new ways to create, communicate, and deliver value. We want to reflect about a new vision of marketing, starting from the traditional goods logic, discussing services marketing contributions, and ending with the experiential and experience marketing theories. We discuss the differences between experiential and experience marketing approaches, in order to go towards a new common vision: the "marketing-driven experience logic". The studies on the evolution of the marketing concept traditionally emphasize how it has been evolving over time, in parallel with the change in companies' managerial perspectives. The concept of marketing has switched from a production and product orientation (in the 50s and 60s), to a sales orientation (in the 70s), and recently, to market and customer orientations, until it assumed a holistic relational approach, involving all the company stakeholders (Gummesson, 1999). In a world where intangible factors and services are pervasive, the Service Marketing literature (Vargo and Lush, 2004; Vargo and Akaka, 2009; Grönroos and Gummerus, 2014) points out, in particular, the need to go beyond the classic mental models and managerial marketing approaches guided by the goods logic in order to take into account the differences in the customer approach imposed by the particular characteristics of the service economy, such as simultaneity between production and consumption, intangibility, heterogeneity, and perishability of product, no stocks, no proprietary portability of pension benefits and customer participation in service management processes. The emerging and very

This study investigates the impact of the country-of-urigin cue associated with a change {if ownership and brand on service quality perceptions, price and purchase intentions, with ethnocentrism and product class knowledge as covariates. The experimental design was mixed with one between-subject factor (country of origin) with four levels and one within-subject factor (brand) with two levels (a well-known national brand and an unknown other-country brand) repeated for two selected services, airlines and banks. Eight variants of the questionnaire were administered to 320 respondents, who evaluated each country/service/brand combination. Support was found for the country-oforigin effect and ethnocentrism as a covariate. A significant brand X country interaction was also discovered.

Purpose: The role of consumer ethnocentrism (CE) in choosing a hotel is still not well explored. This research aims to identify if there is a relationship between CE and the preference of Romanian/Croatian respondents for a hotel belonging to a domestic chain vs. international (foreign) chain. Methodology: Exploratory and descriptive research was performed. The data were collected thorough an online survey, aiming for a quota sample stratified by age and gender. The resulting sample comprises 714 and 832 valid questionnaires in Romania and in Croatia, respectively. Factor analysis, nonparametric correlation analysis, and hypothesis testing were performed. Results: "Defensive patriotism" and "protectionism" were identified as CE factors. CE is moderately expressed for Croatian and Romanian respondents. Respondents from two countries with higher CE factors prefer a national rather than an international hotel. Customers who grew up in the communist era have higher ethnocentrism scores on defensive patriotism and protectionism and prefer national hotels more than those formed in the post-communist period. Conclusion: The results of this research relate to the previously revealed regularity that ethnocentric consumers prefer buying national rather than foreign goods and services. The same is now confirmed for respondents' hotel preferences when engaging in domestic tourism, contributing to closing a research gap. However, the results indicate that polycentric consumers might evaluate hotels by other criteria and not necessarily by their association with an international chain. In addition, in the case of rechecking post-COVID-19 results, the results presented here can serve as a pre-COVID-19 baseline.

The aim of this research was to find out (1) whether social alienation, right-wing authoritarianism (RWA), and primary psychopathy are significant predictors of Daniel Bar-Tal & Dikla Antebi's concept of general siege mentality (GSM), and (2) whether the components of the path model are invariant across different ethnic groups. The survey was carried out on the adult population in the region of eastern Croatia where live Croats and Serbian ethnic minority, and in the northern region of Serbia where live the members of Croatian ethnic minority (The Province of Vojvodina). The convenience and purposive sample consisted of 1431 full aged participants. Multiple-group analysis of structural invariance was used to test whether differences observed in the structural parameters across different ethnic groups are statistically significant.

In the present society, consumers develop stereotypical ideologies on the products manufactured in a particular country. This paper examines the direct effect of patriotic advertising on consumer ethnocentrism. The paper gives a background on the concept of patriotic advertising and how it evokes feelings of nationalism and patriotism among consumers. The key findings of the paper illustrate that consumers are most vulnerable to patriotic advertising in the event of a national crisis. In addition, consumers were found to have stereotypical ideologies on the services and products based on their country of origin. These findings confirm the need for local companies to exploit patriotic adverting as a means of promoting citizen consumerism and counter competition from international brands.

Consumer animosity relates to individuals' negative feelings toward a specific foreign country product, so it implies the antipathy toward a country and its people. But several factors have an influence on perceived animosity and willingness to buy foreign products. This research's aim is twofold ; one is to focus on the relationship between Country of Origin (COO), animosity and consumer ethnocentrism; to test whether they are distinct concepts, and to determine the precedence and consequence of concepts. Second is to test the moderating role of product familiarity in the US consumers' willingness to buy Turkish product taking into consideration effect of Country of Origin, ethnocentrism, and animosity. Findings showed that consumer ethnocentrism and animosity are related concepts and animosity is the antecedent of consumer ethnocentrism whereas COO and animosity aren't related, and COO has no effect on willingness to buy the foreign product. The results showed that product familiarity has a moderating effect on consumer animosity and buying the foreign product.

This study seeks to understand consumer nationalism as a major potential contributing socio-cultural environmental factor in affecting green technology automotive purchase intention in Malaysia. The focus will be Malaysian consumers' willingness to buy foreign products specifically green technology cars over local cars without green technology. Presently, Malaysian car companies have not given emphasis on green technology cars. And as such, there will be no comparison on purchase between local and foreign green technology cars. Malaysian car manufacturers have been relying on imported auto engineering technology. The assumption here is that Malaysian consumers actually rely on the label of 'national cars' to satisfy their spirit of nationalism. Therefore the issue of nationalism among car buyers in Malaysia is still questionable. Hence, the result of this study is expected to give a significant contribution to the body of knowledge theroretically and practically. The mai...

Perceptions of negative events related to service disruptions, negative consumer associations with other brand users, or business activities not in line with consumer ethical standards can lead consumers to abandon and change a brand. Focusing on a low-cost airline company, the study analyses how negative events can affect brand loyalty by considering the mediating effect of consumers' psychological characteristics in terms of difficulty in choosing between alternatives (choice difficulty) and tendency to switch brands (brand switcher). The paper tests two hypotheses by administering a structured questionnaire to a sample of 260 tourists and shows that: (1) brand switcher negatively mediates the relationship between negative events and brand loyalty; (2) choice difficulty positively mediates the relationship between negative events and brand loyalty. The findings carry theoretical and managerial implications and confirms the value of communication strategies in increasing brand loyalty.

This research investigates the effects of country of origin image (COO), consumer ethnocentrism (CE) and consumer's aspiration (CA) on purchase intention (PI) by millennial in the emerging Indonesian Market. The research also investigates the moderating role of brand equity (BE) and quality perception (QP) on the relation between COO, CE, CA and PI. The sampling method used is non-probability sampling with purposive sampling technique. The empirical findings indicate that only consumer's aspiration has a significant direct effect on purchase intention, whereas country of origin image and consumer ethnocentrism has no significant direct effect on purchase intention.

This paper aims to predict the effect of attitude, motivation to comply, and normative belief (others' expectations and behavior) on green purchase intention and behavior. The theory of reasoned action (TRA) model was adopted to investigate the green purchase behavior of Bangladeshi consumers. The judgmental sampling technique was used to collect data from 229 Bangladeshi consumers and IBM AMOS 24 was used for structural equation modeling, model fitness test, and hypothesis testing. This paper found that motivation to comply, normative belief of others' expectations, and normative beliefs of others' behavior influence green purchase intention, which consequently affects green purchase behavior. Contrary to our expectation, this study did not find significant relationship between attitude and purchase intention. The authors believe that this paper will act as a reference point in explaining consumers' green purchase behavior.

This is the first time that ICCMI is held outside Greece and demonstrates the determination of the organising committee to develop the conference as a truly international forum for the exchange of marketing ideas. We are privileged to have the participation of two distinguished keynote speakers, both pre-eminent within their professions. Clive Humby gives the opening keynote address "Understanding Customers: From Social Class to Social Media" on Tuesday morning, and Michael Baker delivers the closing address "Marketing for the Social Good" on Thursday afternoon. We are pleased to announce additional programme plenary sessions that put the spotlight on contemporary marketing from the perspective of the practitioner. On Wednesday morning Jon Puleston will offer insights into "Using Gamification in Market Research" while Peter Mouncey will present ideas about "Marketing Value Metrics" on Thursday morning. There are 87 competitive papers that represent a range of contemporary marketing topics by authors from over 30 countries. A number of prestigious journals offer publication opportunities to the outstanding papers submitted to ICCMI2015. We are confident that participants will find the sessions engaging and intellectually stimulating, offering many opportunities for lively and motivational discussions leading to new and innovative ways of meeting contemporary marketing challenges in an increasingly turbulent economic and business environment.

Country branding, by which the authors imply the management of identity and image, that is, strategic communication with the global audience, is an omnipresent phenomenon, and numerous studies have confirmed that a country’s good image is reflected in its international economic and political position. Therefore, various communication strategies, techniques and branding tools have been developed and have been applied in practice by many countries throughout the world. However, these strategies and techniques are not necessarily right for branding divided and post-conflict countries. For this reason, the paper is concerned with the challenges, opportunities and methods of communication and branding Bosnia and Herzegovina, which, even twenty years after the end of the war in that country, is still synonymous with an unstable state and a divided society in Europe. This paper provides an adjusted branding methodology, relying on an analysis of the elements of identity around which there ...

Human values-life goals-guide our attitudes and actions. Brands such as Patagonia, TOMS, Warby Parker, Chobani, and Nike successfully position their marketing around human values such as safety, harmony, seeking pleasure, or social welfare. Evidently, consumers attach importance to brands whose values align with their own values. However, the alignment of values (value congruence) and the resulting effects on (re)purchasing behavior are scarcely discussed in the marketing literature. The effects of "traits" and "functional congruence" on purchasing behavior receive considerably more attention. Since human values are conceptually distinct from personality traits, the following question is posed: What is the role of value congruence in the process of consumer brand selection compared with that of trait and functional congruence. An online survey (N = 1182) is conducted to study the effects of these different types of congruence on re-purchase intentions for a range of product categories. Multiple regression and mediation analyses reveal that value congruence is a significant predictor of re-purchase intentions and that it is more important than trait congruence for the categories of services and durables, but not for consumables. This study offers insights into when brand marketing should be aligned with personality traits and human values, respectively.

Human values-life goals-guide our attitudes and actions. Brands such as Patagonia, TOMS, Warby Parker, Chobani, and Nike successfully position their marketing around human values such as safety, harmony, seeking pleasure, or social welfare. Evidently, consumers attach importance to brands whose values align with their own values. However, the alignment of values (value congruence) and the resulting effects on (re)purchasing behavior are scarcely discussed in the marketing literature. The effects of "traits" and "functional congruence" on purchasing behavior receive considerably more attention. Since human values are conceptually distinct from personality traits, the following question is posed: What is the role of value congruence in the process of consumer brand selection compared with that of trait and functional congruence. An online survey (N = 1182) is conducted to study the effects of these different types of congruence on re-purchase intentions for a range of product categories. Multiple regression and mediation analyses reveal that value congruence is a significant predictor of re-purchase intentions and that it is more important than trait congruence for the categories of services and durables, but not for consumables. This study offers insights into when brand marketing should be aligned with personality traits and human values, respectively.

PurposeThe main purpose of this study is to explore the influence of the country‐of‐origin image, product knowledge and product involvement on consumer purchase decision.Design/methodology/approachTaiwan, China and the USA were the three countries selected for research into the country‐of‐origin, insurance and catering services. Structured questionnaires and convenience sampling were used. Samples were collected from consumers in the Taipei area. A total of 400 questionnaires were distributed with convenience sampling method, and 369 effective samples were collected, the effective rate being 92.25 percent. Stepwise regression analysis was adapted to test hypothesis.FindingsThe main findings were listed as follows: the country‐of‐origin image, product knowledge and product involvement all have a significantly positive effect on consumer purchase decision; the country‐of‐origin image has a significantly positive effect on consumer purchase decisions under different product involvement...

The study attempts to develop a normative model for the branding of cultural festivals. This is because present methods of analyses and the rules are inconsistent and elusive. The study seeks therefore to extend the literature on cultural festivals branding by proposing a normative model of branding process that is linked to the service concept and mediated by demographic and behavioural variables. The study investigated cultural festival attributes that are explanatory of brand association and on the bases of this proposed a model that simplifies the process of branding of cultural festivals using cluster and discriminant analysis. A convenience sample of 500 attendees drawn from the 2007 Calabar Carnival Festival was used for the study.

The main aim of this research was to shed light on the influence of social media campaigns on consumers’ attitudes toward green tourism, aligning with sustainable consumer behavior. However, the prior literature explored the campaign characteristics and perceived usefulness of attitudes toward green consumption that translate into green consumer behavior. Data were collected from four hundred social media users, and the confirmatory factor was used to measure their reliability and validity. Hypotheses were measured through structural equation modeling. This research suggested that managers should consider campaign characteristics such as informativeness and persuasiveness to develop positive attitudes toward green tourism. Moreover, researchers should focus on social media campaign characteristics and perceived usefulness as antecedents of consumers’ attitudes toward green tourism.

Along with the increasing needs of beauty and personal care in modern life, cosmetics become more and more necessary for not only women but also men all over the world. Based on the papers with relevant theories and literature included, this study gave an overview of the impact of extrinsic cues related to cosmetic products such as brand, price and country-of-origin (COO) on female consumers, and also the cosmetic industry in Vietnam. The results may help generate a possible model or basis for the future research on consumer behavior.

Country of origin is an important cue to influence consumers' perception of a brand as reported and documented by the literature. This paper tries to identify the effects of brand's country-of-origin image on the formation of its brand equity. To satisfy the objective the brand equity of some durable brands in India was examined. Three contributory dimensions of brand equity i.e. brand awareness; brand loyalty and brand distinctiveness were refereed. Random probability sampling was incorporated to collect the data from the respondents. Multiple regression analysis was conducted on brand equity dimensions which show that brand's country-of-origin image positively and significantly influences dimensions of brand equity. Again the brand's country-of-origin image influences brand equity, either directly or indirectly, through the mediating effects of the three dimensions. The study further suggests that marketers should put give more emphasis in developing brand awareness for their products and the superior image of brand's own country should be properly promoted so that the brand image will be enhanced.

The effect that consumers’ country-related images have on their purchase decisions is known as the country of origin effect. Marketing researchers have thoroughly investigated Country-of-Origin (COO) effects in a range of contexts since the mid-1960s. However, since the 1980s it has been thought (e.g., Levitt 1983; Ohmae 1995) that consumer needs and wants are converging and that nation-states are artificial and superficial entities of little value to consumers indicators of product quality. The argument is that since young consumers are used to seeing products from a variety of countries they do not have the country biases that the COO effect stipulates (Usunier 2006). A recent study (Wong et al. 2008) on young Chinese consumers and the COO effect appears to confirm that young consumers are no longer influenced by the COO effect. The aim of this research was to conceptually investigate how the relationship between young consumers’ product-country image and their product evaluations...

The effect that consumers’ country-related images have on their purchase decisions is known as the country-of-origin effect. Marketing researchers have thoroughly investigated COO effects in a range of contexts since the mid-1960s. However, since the 1980s it has been thought (e.g., Levitt, 1983 ; Ohmae, 1995 ) that consumer needs and wants are converging and that nation states are artificial and superficial entities of little value as quality indicators. The argument is that since the world is changing and because young consumers are used to seeing products from a variety of countries they do not have the country biases that the COO effect stipulates. Indeed, a recent study ( Wong et al., 2008 ) on young Chinese consumers and the COO effect seems to confirm that young consumers no longer are influenced by the COO effect. The aim of this research is to investigate if and how the relationship between young Australian consumers’ product-country image and their product evaluations is i...

This study explores how individuals' cognitive and affective country images influence destination beliefs, and how these beliefs are associated with individuals' travel intentions. With the product country image and tourism destination image literature, we develop four hypotheses that are tested using structural equation modeling. We use a sample of 605 Japanese respondents. Our results indicate that the cognitive country image is positively associated with the affective country image. The findings suggest that both the affective and cognitive country images are positively related to the destination beliefs, and the destination beliefs are positively associated with the travel intentions.

The present study investigates the effect of product innovation and brand communication on brand equity in Ramandh-e-Hungarian Musher Company. The research method is descriptive and survey type. The statistical population of the study includes all customers and sales representatives who use some services from the company of cultivating and cultivating the Ramadan mushroom (buds). The sample size was determined using 386 people's unlimited formulas and the method of sampling this study Random is simple. The research data were collected using library and field method and the tools used in the questionnaire. The reliability of the questionnaires was confirmed by Cronbach's alpha (0.844) and the validity of the tool was confirmed by the content method. The research data were analyzed by statistical, descriptive and inferential statistics using LISREL software. The results of this research indicate that the relative advantage, compatibility and tangibility of brand equity have a positive effect. However, the impact of tangibility on brand equity is not significant. Also, the impact of customer-based communication and company-based communications has been reported on the brand's significant value.

The objective of this research is to empirically test a research model on the effect of consumer economic nationalism on consumers’ attitudinal and behavioral responses to the marketing of locally produced foods. Data was collected from a sample of Ghanaians through an online survey using a structured questionnaire. Using structural equation modelling to analyse the data, the study revealed that cognitive and affective involvement influences product familiarity. Also, product familiarity and economic nationalism influence consumers ‘overall attitude towards locally produced foods. Finally, the overall attitude towards the product and economic nationalism both influence consumer buying intention of locally produced foods. This study was limited to the Ghanaian geographical context, thus, for a broader assessment of the robustness of the research model, future studies should undertake a cross-national comparison. The findings provide practitioners with the strategies for influencing c...

The purpose of this study was to analyze the factors affecting the development of sports apparel brands. This research was conducted by exploratory mixed method in two parts: qualitative and quantitative. Collection instrument in qualitative were in-depth and semi-structured interviews with experts based on the results of which the questionnaires were prepared and used in the quantitative section. The validity of the questionnaire was confirmed by seven sports marketing experts. The reliability of the questionnaire was obtained by Cronbach's alpha coefficient of 0.96. The statistical population consisted of professors and faculty members of physical education colleges and physical education students (masters and PhDs). The sample size was determined based on unlimited community formula and by simple random sampling, questionnaires were distributed among 376 people electronically. Finally, the collected data were analyzed by SPSS 22 and PLS 2 software and the research model was extracted and validated. The results showed that diversity and innovation in production, strategic planning, target market selection, ranking of apparel and design tailored to market demand in vertical development and application of up-to-date technology in product development also have an impact on horizontal development of domestic sports apparel brand. According to the research model, it can be said that the internal factor of the company, the external factor of the company, the factors related to the governing bodies, the legal role and the state support role had the most influence on the development of domestic sports brands.

The aim of this study was to provide a model of marketing tricks to promote the sale of Iranian sport manufacturers which was conducted in three steps. In the first step, effective factors were identified with Delphi method. In the second step, the interpretive structural model (ISM) defined a model. In the third step, partial least squares structural equation modeling was used to validate the model. The statistical population consisted of all customers of Tehran sporting goods stores. The sample size was determined by structural equation method and 214 questionnaires were collected. The face and content validity of the questionnaire was confirmed by the sport marketing professors and the construct validity and convergent validity were verified. Reliability was calculated by Cronbach's alpha and composite reliability. The findings mapped a model at four levels and the significance of its relationships was confirmed. As a result, it can be stated that use of imitation name and appearance is a trick that makes imitation identity, and provides a desired image and perception of the quality of imitation products for customers and can promote sale for Iranian sport manufacturers.

The purpose of this study was to investigate the effectiveness of advertising by celebrities in promoting the brand equity of sport goods. The research method was quasi-experimental, pre-test and post-test, in a sample of 60 physical education students of Kermanshah Azad University. For this, volunteers have been exposed to simulations for a brand-of-the-art sport of athletic and unethical sports by a celebrity of selective sports through a social network of telegrams on smartphones for one month. Data were gathered by Brendaker's (1991) standard value questionnaire and then analyzed using SPSS23 software, dependent correlation statistical methods and Cook test. The results showed that the effect of advertising on the celebrity was significant and positive in all dimensions of brand equity, and ads made 0.87% in brand awareness, 0.91% in brand equity, 0.86% in brand quality understanding, and 0.86 percent had an impact on self-confidence. Therefore, it is strongly recommended that marketers and enthusiasts of the country's sports advertising industry pay special attention to the popularity of the athlete of the country as one of the most effective strategies in raising brand equity and gaining competitive advantage. It also makes use of social networking and mobile phone smartphone users as one of the most effective and low-cost communication tools for communication with audiences and promotion of their sporting goods.

This study aims to examine the interaction effect of country of manufacture and brand awareness, packaging and price impact on the purchase intention of toothpaste among young adults in Malaysia. As previous studies show, the country of origin should not be taken as a single clue, as it exaggerates the country of origin effect. This study evaluates the effect of the country of origin effect on the low-involvement good (toothpaste). The Cue Utilization Theory was used to explain how the consumer uses product cues to rate a product before making a purchase decision. Study data are analysed using SmartPLS. The results of this study showed that all variables influence consumer purchase intention for toothpaste. IPMA analysis showed that the interaction effect of the country of manufacture and brand awareness are important factors.

As of January 2020, global social media users have exceeded 3.8 billion, accounting for 49% of the world’s total population. Internet and social media have become an indispensable part of people’s daily lives worldwide. However, most previous research only focuses on social media marketing in other businesses, and there is less research about the development of boutique hotel social media marketing. This study investigates the relationship between different social media marketing practices and customers’ purchase intention in Malaysia’s boutique hotels. The article also explores how to properly conduct social media marketing to increase the customer purchase intention of boutique hotels and promote the boutique hotels’ development in Malaysia. The non-probability random sampling technique 309 response was collected from Malaysian social media users using an online survey. Findings of the research found out that factors including marketing activities and eWOM significantly impact cus...

The purpose of this paper is to examine the relationships among the consumer's ethnocentrism, Attention-to-Social-Comparison-Information (ATSCI) level, Country of Manufacture (COM), Country of Design (COD) cues, and Country Image Effect(CIE) and determine what effects they have on consumers' intentions. The sample included American and Turkish university students. A model incorporating the hypothesized relationship among the variables was tested separately for the two apparel product categories of jeans and sweaters. Data were analyzed by a maximum-likelihood estimation procedure using LISREL VII. Findings indicated that favorable attitudes toward a product significantly predicted intention to purchase the product. The relationship between ethnocentrism, COM and country image were not statistically significant, but the relationship between ATSCI, COD and country image were specific of apparel product category for American consumers. The relationship between COD, ATSCI, ethnocentrism, and country image were found to be statistically significant whereas that between COM and country image was not statistically significant for both apparel product categories of Turkish consumers.

During the recent Euro crisis, Germany's push for austerity has prompted resurgence in anti-German sentiment in some European nations. This study contributes to the literature on consumer animosity, ethnocentrism and country of origin effect by proposing a comprehensive model that analyses: a) the relationship between economic animosity towards a foreign nation and consumer ethnocentrism and b) their mutual effect on the perception of the general image of a country perceived as hostile, the evaluation of the products associated with that country (product beliefs) and the foreign product acceptance (product receptivity). The research model has been tested on a sample of Italian and Spanish graduate students with regard to the image of Germany. Results show that economic animosity does not affect the perceived level of either general country image or product beliefs, but it is negatively associated with product receptivity. This study also supports the relationship between economic animosity and consumer ethnocentrism; thus, consumers that feel anger towards a foreign country will favor domestic products, avoiding foreign ones. Based on results, the paper concludes with a discussion of theoretical and managerial implications and provides suggestions for further research.

The study examines the relation between stereotypes linked to country-of-origin and consumer assessment relative to foreign product supply systems. Evolving trends in terms of the impact of country-of-origin demands an in-depth analysis that highlights and enhances its multidimensional nature. The research conceptualises from an innovative perspective, the underlying dynamics of country reputation in order to analyse its structure and system. Reputation represents an interpretative criterion underpinning the influence exerted by country-of-origin on foreign consumer's decision-making processes. A field study to verify the relations existing between Italy, country-of-origin, and China as target country, tested the model proposed.

This research strives to understand East Malaysian consumers’ purchase intention when being exposed to the effects of brand image and country of origin (COO) image in the case of high involvement pro­ducts. Self-administered questionnaires were collected from 225 consumers in East Malaysia. The result of this study shows that East Malaysian consumers’ put a large importance on brand and country of origin image in high involvement products as they are more involved in information searching and decision ma­king when purchases these products. Implication and future research also discussed.

The main purpose of this study is to explore the influence of the country-of-origin, product quantity and product involvement on consumer purchase intension in mobile phone. Structured questionnaires and simple random sampling were used. Samples were collected from students in Selective University in the Iran. A total of 400 questionnaires were distributed with simple random sampling method Data were analyzed based on Partial Least Squares using PLS. The main objectives of this study are to explore the influence of country of origin (COO) relative to other product attributes in consumers' evaluation of domestic and foreign products hypothesis. The main findings demonstrate that the country-of-origin, product quality and product involvement all have a significantly positive effect on consumer purchase decision in foreign product (mobile phone) compare to local goods.

The purpose of this study was to analyze the factors affecting the development of sports apparel brands. This research was conducted by exploratory mixed method in two parts: qualitative and quantitative. Collection instrument in qualitative were in-depth and semi-structured interviews with experts based on the results of which the questionnaires were prepared and used in the quantitative section. The validity of the questionnaire was confirmed by seven sports marketing experts. The reliability of the questionnaire was obtained by Cronbach's alpha coefficient of 0.96. The statistical population consisted of professors and faculty members of physical education colleges and physical education students (masters and PhDs). The sample size was determined based on unlimited community formula and by simple random sampling, questionnaires were distributed among 376 people electronically. Finally, the collected data were analyzed by SPSS 22 and PLS 2 software and the research model was extracted and validated. The results showed that diversity and innovation in production, strategic planning, target market selection, ranking of apparel and design tailored to market demand in vertical development and application of up-to-date technology in product development also have an impact on horizontal development of domestic sports apparel brand. According to the research model, it can be said that the internal factor of the company, the external factor of the company, the factors related to the governing bodies, the legal role and the state support role had the most influence on the development of domestic sports brands.

Today, the brand is considered a valuable asset and a competitive advantage for a product. The purpose of this study was to examine the role of marketing mix on brand power and brand experience in sports apparel industry in Iran. The research method was descriptive and correlational. 391 customers of department stores or authorized brands of indoor and outdoor sports shops of Tehran metropolitan area completed the 3 instruments of this study: Mixed marketing questionnaire (Dadana et al., 2015), (α = 0.78), The Brand Power Questionnaire (Acer, 1991) (α = 0.82) and the Brand Experience Questionnaire (Rezaei, 2015), (α = 0.85) assessed marketing mix, brand power and brand experience in sports apparel, respectively. Data were analyzed using Kolmogorov-Smirnov tests, independent t-test and structural equation modeling. All data were analyzed by SPSS24 and PLS 2 software at the significant level p