Country Brand Equity Research Articles

CHINA’S REPUTATION IN THE USA: STRATEGIES FOR CONSUMERS

This research aimed to analyze China’s reputation by measuring its Country Brand Equity’s (CBE). A survey was undertaken with American consumers and structural equation modelling was conducted. Findings indicated the following dimensions of China’s CBE: Country Brand Perceived Quality (CBQua) - the highest measure related to CBE, followed by Country Brand Loyalty (CBLoy), Country Brand Reputation (CBRep), and Country Brand Awareness (CBAw). Theoretically, this research contributes to studies on China’s reputation, especially in strategic management in order to stimulate business drivers. Furthermore, this study encourages brand managers, executives to focus on international business strategies based on positioning a country reputation.

Country Brand Equity: The Decision Making of Corporate Brand Architecture in Cross-Border Mergers and Acquisitions

Cross-border merger and acquisition (CBM&A) is a dominant and sustainable antagonistic strategy, but a relevant concern like a country has inadequately been emphasized over the five decades of acquisition studies. Therefore, this article attempts to examine the impact of country brand equity (CBE) on corporate brand architecture (CBA) in post-CBM&A. It first originates a hypothetical model esteeming Resource-Based View (RBV) and Industrial Organization (IO) theory following the Structure-Conduct-Performance (SCP) paradigm. Then, it tests the model conducting a web survey on 124 acquiring corporates from 29 countries that accomplished CBM&A transactions between 1990 and 2014. The empirical findings clarify that the market aspect, such as the acquirer’s more substantial country brand equity, indirectly leads to the high degree of CBA standardization in the host market through prioritized intangible and strategic resources—corporate reputation and corporate brand management system. Individually, the acquirer’s corporate reputation cumulatively yields a high degree of CBA standardization with corporate brand power, which has only a direct effect. On the other hand, the corporate brand management system leads to a high degree of CBA standardization cumulatively with corporate reputation. It is deemed that the research findings as a whole reveal a framework for the application of country brand equity and corporate brand architecture in post-CBM&A.

Toward more rigorous country brand assessments: the modified country brand strength index

PurposeThis study focuses on country branding indices. The main purpose of this study is to build an objective country brand strength index using secondary data. The new index, the Modified Country Brand Strength Index (MCBSI), builds on Fetscherin's (2010) Country Brand Strength Index (CBSI) but uses more rigorous methods and design to create a complementary index to be used together with the survey-based Anholt–GfK Nation Brands Index (NBI). The MCBSI also utilized human development, which is an important dimension of country brands not captured by CBSI.Design/methodology/approachThe MCBSI addresses three significant limitations of the CBSI by using an alternative methodology in constructing the index: specifically, it uses weights for the dimensions, longitudinal data, and relative values by dividing each factor by its cross-country maximum.FindingsOur index ranks 131 countries based on the strength of their country brand. A stronger correlation was found between the MCBSI and NBI than between the CBSI and NBI.Practical implicationsOur contribution has strong implications for both policymakers and academic researchers as it provides a tool for assessing the strength of country brands through accurate but less costly data compared to primary data collected by consultancies for country brand strength indices. The MCBSI informs country brand managers regarding how well their country brand performs across a range of critical dimensions, including export, tourism, foreign direct investments, immigration, government environment and human development.Originality/valueThis study contributes to the emerging academic literature on country brand indices. Currently, there is a lack of objective measurement instruments for assessing country brands. The MCBSI is designed for this purpose to complement the NBI by measuring country brands with objective secondary data. Viewed together, the NBI and our index overcome the obvious shortcomings inherent in each method by providing objective, factual data on country brand equity while providing insight into how people socially construct and evaluate nation brands.

Examining the relationship between Brazil's country brand equity and the specific conations towards the country

This article aimed to verify the relationship between Brazil's country brand equity of Brazil and the purchase intentions (so called conations) towards this country, because this is an emerging country that has a potential in the international market. A survey was conducted with foreign students and an analysis based on structural equation modelling technique was carried out. Our findings suggest that Brazil's country brand equity positively influences conations towards this country in terms of investment, business and work. These results are of substantial value to international marketing managers and government authorities designing country brand communications, especially in a highly competitive scenario. For instance, the government can adjust marketing programs aimed to international consumers and the trade of products abroad and also to modify the campaigns of Brazilian brands internationally, focusing in attributes related to business and in sustainability aspects.

Country Brand Equity: The Role of Image and Reputation

ABSTRACT Country brand equity (CBE) is expanding in theory and in practice; however, little has been published on its conceptualization. By incorporating ‘reputation’ into the place brand equity construct at a country level, we provide a theoretical multidimensional framework for CBE. Seventeen interviews with international researchers were undertaken for theory building. A seven-dimensional CBE framework was developed according to the interpretations of two constructs - country brand reputation (‘share of experience’) and country brand image (‘share of mind’) - along with country brand associations, country brand awareness, country brand loyalty, country brand perceived quality, and channel relationships. We conclude by outlining potential further research avenues and implications for managerial practice. These contributions may guide policymakers, government officials, executives, and scholars in maximizing the value of a place brand (e.g., country, region, or city) by focusing on ‘reputation’ as an added (qualitative and/or quantitative) construct. This study may also inspire insights into joint efforts of public and private strategies and actions on economic performance, consumer welfare, and business decisions for national prosperity.

How does a Brand Reputation-Driven Construct Impact on Country Brand Equity? A Cross-National Study of Brazil and China

Country Brand Equity (CBE) is a core topic in international business; however, it is scarcely discussed in publications. Due to their global market importance as developing nations, Brazil and China were evaluated by U.S. consumers. The purpose of our model was to measure CBE by adding a new construct – Country Brand Reputation (CBRep) – to the classic models of brand equity at a country level [Country Brand Awareness, Country Brand Perceived Quality (CBQua) and Country Brand Loyalty (CBLoy)]. Therefore, these four constructs are represented by fifty-one variables founded on preexisting scales. By applying psychometric procedures, a CBE model was constructed and validated using Structural Equation Modeling (SEM). The Brazilian and Chinese models indicated quite similar results. The results implied consistency regarding both countries’ CBE when measuring the Country Brand Reputation’s influence on CBE. Thus, we propose a model named the Reputation-Driven Country Brand Equity Model (CBE-Rep) designed for countries, regions or cities.

Influence of country image on country brand equity: application to higher education services

Purpose The purpose of this paper is to analyze how country image affects the dimensions of country brand equity (CBE) (i.e. awareness, image, perceived quality and loyalty) in the higher education sector, as well as the interrelationships between these dimensions. Design/methodology/approach Quantitative research with 208 international students who were starting the academic year at a Spanish university was performed to test the hypotheses. In accordance with the characteristics of the target population, the subjects interviewed were mainly from Europe and the Americas. Findings The results indicate that the country image affects the perceived quality and awareness of the universities in the country. Additionally, a hierarchy of effects between the dimensions of CBE was found. In particular, loyalty toward the universities of a country is positively influenced by their perceived quality, which is affected by image and awareness of these universities. For its part, the image of universities is positively influenced by the awareness attributed to them by international students. Practical implications These results have implications for marketing activities aimed at the internationalization of higher education institutions and, therefore, their appeal to international students. Originality/value The paper’s findings represent an important step in the advancement of knowledge about CBE by taking as a basis a complex model that involves the different dimensions of this construct together with a relevant variable in international marketing, that is, country image.

Country brand equity model: Sustainability perspective

This paper proposes a model of country brand equity that incorporates the issue of sustainability in determining destination brand equity. In particular, the model includes elements of sustainability as its core dimensions and promotes the concept of the country sustainability promise that transforms destination resources into the positive perception and experience. The theoretical model is empirically tested using global secondary data confirming that country image is the most important element followed by sustainability and loyalty. Also, the analysis suggests the existence of the higher order construct confirming the country brand equity concept. Based on the research findings, the article offers some implications to the destination managers by suggesting the direction for further development and strategy implementation.

Country brand equity: a comparison between the USA and China

Objective – This article aims to identify differences between country brand equities in the USA and China. Design/methodology/approach – The research was descriptive and quantitative, using as survey method self-administered questionnaires applied to 386 Brazilian respondents who are students from a public university in the Brazilian state of Sao Paulo. Theoretical foundations – Marketing and brand techniques may be applied to countries, and it is even possible to improve a country’s competitive position in the global market in this way. Research about the value of country brand equities is recent and there is no consensus in literature concerning the nature of this value. Findings – We found that the USA’s country brand equity is greater than China’s; the USA presented higher averages than China in all dimensions as well as in the global value. Contributions – The results represent a contribution to studies about country brand equity, which are new and scarce. From a practical point of view, the results may be used as a source of information in projects and international marketing activities by countries that possess automotive industries; by countries that have invested or want to invest in Brazil, in its automotive industry; and by countries that export cars to Brazil.

The influence of social class on the perceptions of country of origin

Purpose – The purpose of this paper is to describe a study, conducted in Thailand, which examined the working class and middle class consumers’ evaluation and purchase intentions of high equity versus low equity Thai fashion labels of sophisticated and standard apparel, outsourced for production to three Asian countries of varying manufacturing competence. Design/methodology/approach – Data from a field survey was analysed through a 2×2×3 factorial design and the influence of a particular factor over the others in specific scenarios was observed. Findings – Consumers from both social classes are inclined to be partial to a specific quality dimension of their national brands made abroad. When considering purchase of reputed brands of standard products, working class consumers are particularly concerned about the item's country‐of‐origin (COO). On the other hand, middle class consumers’ apprehensions of multi‐featured products’ COO run across both high and low equity brands. Research limitations/implications – Common methods bias may have occurred in this study as a result of respondents in the self‐report survey wanting to avoid cognitive dissonance, trying to correlate their responses with their answers to previous questions. Practical implications – Consumers belonging to a particular social segment in the brands’ home country can be encouraged to buy their national brands produced abroad on the promise that these products will deliver their favoured quality features. Originality/value – The research results are presented in the form of a consumer typology based on the dimensions of perceived quality, and explain the effect of the interaction of country's competence, brand equity and product purchase involvement on middle class and working class consumers’ evaluation and purchase intention of brands outsourced for production abroad.

Country equity-retesting and improving the model of country equity: Comparing Japan and South Korea equity in electronics

The purpose of this paper is to retest the country brand equity model and extends it to six dimensional model. Through an analytical review, research hypotheses were built. An empirical investigation was carried out among Iranian consumers. Four brands of electronics from Japan (Sony, Panasonic) and South Korea (LG, Samsung) were investigated. Results showed that awareness, macro image, micro image, perceived quality, loyalty, and feeling of social approval as six dimensions have effect on country brand equity, and country brand equity differs across countries of productions. Key words: Country brand equity, brand awareness, country macro image, country micro image, perceived quality, loyalty, social approval.

Testing country brand slogans: Conceptual development and empirical illustration of a simple normative model

Country slogans are important vehicles for development of country brand equity. In this paper, a simple normative model for testing country brand slogans is developed. A new slogan for Norway, ‘Any decent doctor would prescribe Norway’, is tested in order to illustrate the first stage of the model. The model may help marketers of country brands to reject bad slogans and identify slogans with a potential of building country brand equity — before expensive campaigns are launched.