The role of prototypical brand image on shaping country image and product quality evaluation: A cross-cultural examination

Abstract

This study paid attention to the role of a corporate brand that most represents the country, referred to as prototypical brand, in shaping country image. Since the role of the prototypical brand (e.g., Samsung) in creating positive image will be critical in newly industrialized countries (NIEs), this study examines the context of Korea. Built on prototype, schema, and cue theories, this study proposes a research model that examines the impact of prototypical brand image on shaping the overall country image (i.e., macro country image) and product-specific country image (i.e., micro country image), which influences consumers' evaluation of product quality of Korean cosmetics and empirically tests the model with the U.S. and Chinese consumers. This study tests the model in two cultures to see if the proposed model is robust across two cultures: high collectivism and individualism cultures.