The role of multidimensional country-of-origin attributes: Exploring the antecedents of international brand attitude and image

Abstract

ABSTRACT While the current literature emphasizes the importance of country of origin, this article sheds light on the consequences of country branding. Specifically, we examined the implications of applying multidimensional aspects of a country’s image to international brand management. This quantitative study is used to examine the relative effects of country image dimensions. Specifically, the spillover effects of descriptions of a country’s people, aspirations, and loyalty on customer brand evaluations are found. Also, the impact of brand attitude and image on country’s brand equity is identified. However, perceived country brand quality and brand awareness/association are not enough to ensure positive outcomes for an international brand. Moreover, the roles of customers’ individual characteristics (gender, age, and income) in the relationship between country effects and international branding are examined. The results of multigroup analyses show that descriptions of people have a large effect on brand image among old male customers. In contrast, the aspirations of a country had a stronger effect on brand image among young women. This study highlights the importance of managing country image to increase the success of international brand management.