Country Brand Research Articles

Consumers’ Purchase Intentions of Bi-national Products: Effects of Country-of-Brand, Country-of-Manufacture, and Trusting Beliefs

The prevalence of bi-national products necessitates decomposing of COO into its dimensions—country-of-brand (COB) and country-of-manufacture (COM)—to enable a fuller understanding of how COO affects consumer perceptions and intentions. This study examines how consumers' trusting beliefs about a brand moderate the negative COB/COM image and purchase intention relationship. More specifically, this article hypothesizes that three trusting beliefs weaken the effects of negative COB/COM image on consumers' purchase intention. Data for this study were collected from 405 participants using an online survey tool. A hierarchical moderated regression method was used to test the hypotheses. The results suggest that consumers' trusting beliefs have a significant moderating effect on COM/COB and purchase intention relationships. More precisely, benevolence and integrity beliefs about a brand were found to weaken the negative COB image and purchase intention relationship, while benevolence and ability beliefs lessen the effect of negative COM image on purchase intention.

Branding of Ukraine as a Tourist Destination

This paper is presents the ways of the development of Ukrainian touristic brand developing. Particular attention is given to the core values of country branding and identification of the key aspects of country positioning. The study shows the importance of presenting Ukraine abroad by taking part in international exhibitions, competitions, championships and other events. Special attention is also paid to the importance of online presence and the necessity of creating high quality tourism website. The paper describes components which are important to perform SEO so that the website could reach the first position in search results.

A typology of organisational stakeholder engagement with place brand identity

ABSTRACT This study explores how stakeholders engage with a place brand identity (PBI) in the context of country branding. This research extends beyond the importance and challenges of stakeholder brand engagement with place brand identity by exploring several typology of stakeholder engagement with PBI. A case study approach using semi-structured interviews with 39 senior-level representatives from national Australian organisations was adopted to explore how internal stakeholders in Australia are engaged with the current PBI initiative in Australia: Australia Unlimited (AU). A typology of stakeholder engagement with a PBI, including philosophical and concrete engagement was identified. Stakeholders’ philosophical engagement is reflected by their moral support, future engagement intention, as well as positive word-of-mouth (WOM) behaviour. Concrete engagement, on the other hand, is reflected by place brand partnership and internalisation of PBI in the organisations’ strategy. The research findings offer practical ways for place brand managing organisations (PBMO) to enhance stakeholder engagement with a PBI. The identification of multicomponent nature of PBI from the research findings allows PBMO to identify which PBI component lacks stakeholder support in order to make necessary improvements. Further, identification of the typology of stakeholder engagement with PBI provides alternative strategies of how stakeholder engagement can be managed.

Luxury cars Made-in-China: Consequences for brand positioning

This research shows that effects of Alden, Steenkamp, and Batra's (1999) consumer-culture positioning strategies (i.e., global, local, or foreign consumer-culture positioning) on consumer attitudes toward brands are contingent on the image of the foreign brand's country of-origin and the communication of a Made-in-China label. In the context of luxury cars in China, we find that Made-in-China acts as a primary cue that overrides both the effect of consumer culture positioning strategies and the effect of the foreign brand's country-of-origin image on consumer attitudes. Consumer-culture positioning strategies differ in their effects on brand attitudes only when advertising does not signal Made-in-China. This research contributes to qualifying the effects of country of brand-origin image and consumer-culture positioning strategies in relation to global luxury brands manufactured in newly industrialized economies.

Charm offensive: mediatized country image transformations in international relations

ABSTRACTThis paper focuses on what has come to be known as a ‘charm offensive,’ a diplomatic technique countries may use to shift their international image through strategic public relations campaigns utilizing personal magnetism. The charm of the selected representative is meant to appeal to a broad international audience with the hope of improving the country's brand. The paper examines the concept and practice of a charm offensive through two case studies. The first is the Iranian charm offensive during the 2015 negotiations of the nuclear deal with the United States, when Iranian Minister of Foreign Affairs, Mohammad Javad Zarif aimed to improve his country's controversial international image through gentle, diplomatic communication and an aura of civility. The second case study is the charm offensive of North Korea from the 2018 Winter Olympics until the historic meeting of North Korean leader Kim Jong-un and US President Donald J. Trump in June 2018. Both case studies analyze the media representations of the particular charm offensive in two countries, the United States and a regionally more proximate, and therefore likely more directly affected country: Israel and South Korea, respectively. I argue that quick image-transformations often characterize contemporary, highly mediatized international diplomatic communication. Unlike classical cases of soft power, the temporary alliances forged through charm offensives are not built on shared values, but on momentary appearances, and sometimes on deception.

Country’s Brand and Corruption Level: Cointegration Analysis

The paper summarized the arguments and counterarguments in the scientific debate on the impact of corruption on a country's brand. The modern approaches to the analysis of corruption’s impact on the country's macroeconomic indicators were analysed. The authors justified that increasing the corruption’s level is considered as one of the most significant deterrents to the radical political and economic changes taking place in the countries by society. The main purpose of the paper is to analyse the long-term cause-and-effect relationships between Control of Corruption and the country's brand. Four European countries (Latvia, Lithuania, Poland and Ukraine) were selected as the object of the investigation, which pursued an evolutionary policy of reforming the political and economic system after the collapse of the Soviet Union, which encouraged the practice of eliminating corruption. The research period was 2000-2018. With a purpose to check the hypothesis of the investigation the 3-stage algorithm to estimate the long-term cause-and-effect relationships between Control of Corruption and the key parameters of the country brand is developed. The developed algorithm was based on the Augmented Dicker-Fuller test and granger casualty test. It is established that for Ukraine, the interconnections between Control of Corruption and International migrant stock, Control of Corruption and Exports of goods and services, Control of Corruption and Foreign direct investment had a unidirectional character of influence of the corruption’s level on the components of the country’s brand. The findings proved that 51.73%, 43.79% and 66% of the total fluctuations of International migrant stock, Exports of goods and services, Foreign direct investment depend on changes in the level of corruption in the country. The obtained results allowed concluding that for the European Union countries (Poland, Lithuania and Latvia) it was the country brand that had a positive impact on reducing the corruption’s level. It was justified that the choice of a specific model for combating the corruption’s level in the chosen countries significantly determined the course of their political transformation and influenced the change’s rate of the social and economic development. Keywords: brand, stakeholders, competitiveness, investors, corruption.

Comparison between sectoral brands and country brands: challenges for the Brazilian market

This article sought to understand how sectoral brands can be compared to country brands. Field research was exploratory qualitative, using secondary data and in-depth interviews. It was verified that the development of sectoral brands is convenient not only when the image of the country does not favour the activity of the sector, but also for any sector of the Brazilian economy that aims to leverage its exports. It was also possible to understand that the sectors encounter greater internal difficulties than difficulties in relation to competitiveness in the international market. When compared to the process of country brand development it is seen that these steps can be applied to the management of sector brands, however, they are not enough to cover all the detail needed for the creation and management of them. The need for studies that elaborate a new process of brand creation for sectors is identified.

Same design, same response? Investigating natural designs in international logos

Purpose This paper aims to investigate the commonalities and asymmetries between consumer responses to different types of natural designs across countries. Design/methodology/approach Data were gathered through a survey in three European countries ranking differently in what concerns Hofstede’s (1981) uncertainty avoidance dimension (UAD). Respondents can vary strongly in the way they interpret and use rating scales, exhibiting a variety of response styles. In the analysis of consumers’ preferences for logo design, this article apply constrained dual scaling (CDS) to account for response styles in categorical data. Findings Results demonstrate the broad appeal of natural logo designs, suggesting that design preferences are similar within countries with different cultural orientations. However, findings indicate that cultural dimensions influence how consumers respond to different types of natural logo designs. Indeed, the positive effects of organic designs are even more salient in countries with higher UAD. Thus, when managers prepare to launch their brands in countries that exhibit more discomfort with uncertainty, they should consider incorporating organic visual identity elements into their logos to achieve the maximum positive affect. Originality/value Companies invest extensive time, research and money in generating, promoting and modifying their logos. This paper provides important implications for international brand managers aiming to build a consistent and favorable brand image. From a methodological perspective, the results come from the analysis of clean data – that is, data after applying CDS, which increases the validity of the cross-country comparison.

A Novel Quality and Reliability-Based Approach for Participants’ Selection in Mobile Crowdsensing

With the advent of mobile crowdsensing, we now have the possibility of tapping into the sensing capabilities of smartphones carried by citizens every day for the collection of information and intelligence about cities and events. Finding the best group of crowdsensing participants that can satisfy a sensing task in terms of data types required, while satisfying the quality, time, and budget constraints is a complex problem. Indeed, the time-constrained and location-based nature of crowdsensing tasks, combined with participants’ mobility, render the task of participants’ selection, a difficult task. In this paper, we propose a comprehensive and practical mobile crowdsensing recruitment model that offers reliability and quality-based approach for selecting the most reliable group of participants able to provide the best quality possible for the required sensory data. In our model, we adopt a group-based approach for the selection, in which a group of participants (gathered into sites) collaborate to achieve the sensing task using the combined capabilities of their smartphones. Our model was implemented using MATLAB and configured using realistic inputs such as benchmarked sensors’ quality scores, most widely used phone brands in different countries, and sensory data types associated with various events. Extensive testing was conducted to study the impact of various parameters on participants’ selection and gain an understanding of the compromises involved when deploying such process in practical MCS environments. The results obtained are very promising and provide important insights into the different aspects impacting the quality and reliability of the process of mobile crowdsensing participants’ selection.

Gaucho and huaso as key concepts in the Argentine and Chilean world

The theme of the article is framed in one of the main areas of modern linguistic research- a historical-cultural approach in the semantic studies of the lexicon. The national varieties of the Spanish language, given their undoubted unity, present distinctive characteristics, rooted in the distant historical past and, nevertheless, the chronotopic factors continue determining the semantic destinies of the words coming, etymologically, from the same roots. Gaucho and huaso, having developed from the same original sources, came to denote similar figures of rural life in Argentina and Chile, respectively. But the evaluative components, the use and, even, the graph, have been modified with the passage of time, and the voices continue their divergent course, despite the fact that globalization and market laws force them to play image roles in order to sell the “country brand” better.

Marketing instruments to promote green investment: declining greenwashing

The paper deals with the analysis of preconditions to promote green investment. The authors allocated the main features and principals of green investment. The results of the analysis of EU experience showed that green investment is one of the ways to attract additional finance recourses for supporting the country's green growth. In this case, the authors allocated the main barriers which limit the green investment spreading in Ukraine: lack of the legislation bases; non-existing the universal approach to define and classify green investment and assets; the existing stereotype that green investment is a non-profitable investment; greenwashing concept which used by companies and etc. Besides, one of the ways to overcome the issues and boost green investment market is using the effective marketing instruments with the purpose to promote green investment among main stakeholders. In the paper, the authors allocated the main marketing instruments to whispered green investment. The results of the analysis showed that one of the factors which restrict the efficiency of promoting green investment is greenwashing. Thus, greenwashing defined as a gap between two behaviours: the lowest level of green performance and short-term positive talking about green thinking. In this case, with the purpose to develop Ukrainian green brand greenwashing should be declined through the controlling from the government authorities. In the paper, the authors proposed to implement a regulation which controls the publishing of nonfinancial reports in open access on the obligatory bases. The authors highlighted, that well-developed green investment market and effective marketing communications of promoting them have a positive impact on the country's brand through the forming country's green brand. As a positive consequence, it could provoke the improving of Ukrainian investment climate which attracts the additional foreign green investment.

Country Branding: What Branding? Relevant Terminologies and their Possible Interpretations in the Case of Countries

Summary Subject and purpose of work: The study systematizes concepts and terms related to country branding such as nation branding, state branding, place branding, destination branding, location branding, territory branding, and region branding as well as exploring the similarities and differences among these expressions. Materials and methods: First of all, the study reviews relevant literature. In this context it also analyzes the most relevant country case study articles with titles that may include country branding or related terms in many forms. Results: At the end of the study, a summary table systematizing the terminology of the topic is included, which is a novel approach to the subject. The practical significance of the study becomes clear if organizations involved in the development of country brands consider the abovementioned theoretical framework while developing their own strategies. Conclusions: As a result of the systematization, country branding will be more consciously used in the subchapters of strategic materials discussing how to increase country competitiveness.

A Successful Example of Complex Country Branding: The ‘E-Estonia’ Positioning Concept and Its Relation to the Presidency of the Council of the EU

Abstract Estonia held the presidency of the Council of the European Union for six months from 1 July to 31 December 2017. This was a great opportunity to strengthen and shape the country image, also known as the country brand. They do have something to build on: there have been very few countries in recent years and decades where country branding was so conscious. It was a brave choice: in the early 2000s, they decided that they would become E-Estonia. This is not just a means to communicate but also involves policies and tangible developments regarding electronics, IT, and brand new technologies in order to build the most advanced digital society of Europe and the world. But how did this appear during the EU Presidency and how are Estonian citizens involved in branding? This rather lengthy case study explores the concept as a good practice, also setting an example for other countries.

The Aspects of National Branding: Conceptual and Theoretical Framework

The concept of countries as brands has been increasingly recognized in the post-modern global world. The terms "national brand" or "country brand" define a symbolic construct, which emphasizes the attractive, unique and sustainable qualities of a nation. This paper argues that the national brand and its competitiveness, based on the new approaches of nation branding using sociological and economic theories and concepts, can establish and communicate a specific image of national identity. This paper presents some empirical findings of a study that investigate Croatian national brand. Nation branding might be obtained by a sustained dialog between government, decision makers, business, cultural and civil community, leaders, and individuals in the society. A country brand, therefore, consists of an identity and image, as a system of signs and codes, where nation branding applies widely used marketing concepts for promoting the country's image and attractiveness. Finally, the paper argues that "national brand" or "country brand“is not just a function individually performed by governments or companies, but an integrated and concerted effort on behalf of all interested stakeholders.

Japan in Spain. Japanese Culture through Spanish Eyes in the Film Gisaku

Gisaku (2005), by Baltasar Pedrosa, is a unique Spanish movie that was produced to sell the Spanish country brand to visitors attending the Spanish Pavilion at Expo Aichi 2005. It is a cartoon feature production that builds a fantastic plot combining the Expo’s theme, the Spanish institutional objective of showing a good image of the country, and the aim of pleasing the target. This paper focuses on the last issue, more specifically on the narrative and production strategies of transcultural exchange developed to attract the Japanese audience. We analyze the movie from a discursive perspective. It is our hypothesis that Gisaku tries to empathize with its target by constructing a certain representation of the Japanese national culture the features of which come from an imagery of Japan negotiated in both traditional and renewed ways from Spain. It is a hybrid anime that deals with transnational representations of the Japanese national identity.

Relative importance of country of service delivery, country of person and country of brand in hybrid service evaluation: a conjoint analysis approach

PurposeThis paper aims to examine the relative importance of country of brand (COB), country of service delivery (COSD) and country of person (COP) in consumer evaluation of hybrid services.Design/methodology/approachUsing data (N = 1,071) from Australia, Indonesia and Singapore, a conjoint analysis experimental design explored empirically the importance of country of origin (COO) effects in three service contexts: search, experience and credence.FindingsThe analysis reveals that the relative importance of COP was the highest for credence services, while COB was the strongest for experience services.Practical implicationsFor firms operating offshore, companies must understand that the COO construct is multi-dimensional for services, as it is for tangible products and not limited only to COB as traditionally thought. At least two other distinct dimensions – COSD and COP – can play significant roles as predictors of service quality expectations. Companies must consider the implications of service type, according to the search-experience-credence continuum to inform staffing decisions and managing customer expectations.Originality/valueThis research contributes to the literature by extending the understanding of country image effects in the context of hybrid service provisions, particularly in the view of customer expectations of services with multiple country-of-origins. Although there have been several studies examining the effects of COO on services evaluation, no empirical study has examined the effects of multiple COOs simultaneously from the perspective of location where the service is delivered (COSD) and individuals who deliver the service (COP), in addition to the effect of COB origin.

How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance: An exploratory study

Can CSR and sustainability signals increase corporate brand performance and brand equity? What makes these signals more effective? Although research largely evaluates these questions, this research, using secondary data on 135 different brands across industries and countries, explores foreign and domestic performance, and compares sustainability and CSR signals, providing new perspectives. Further, we uniquely contribute to the dialogue that country origin influences signal effectiveness, using the corporate brand's country of origin sustainability reputation (COSR). Using bivariate analysis and OLS regression to discover these relationships, the exploratory findings provide theoretical and practical implications. For domestic (vs. international) performance, sustainability (vs. both) signals are important, especially for corporate brands from mid-ranked CORS. Interestingly, consumer misbeliefs in sustainability affect domestic performance and brand equity. For equity, consumer perceptions, CSR signals, and sustainability signals contribute to brand equity, and can be more effective for corporate brands from low or mid-ranked COSR.

Creating a country brand identity: A Review of Literature

This study is based on evaluating different factors that affect country as a brand. As the brand should have proper positioning and differentiation strategies, the country should also stand for something different, unique, and should have proper positioning. The country identity and brand image has strong impact on its economy. Through literature review the major factors were identified that affect the brand image of the country, and its impact on the economy, as a result of consumer purchase intention towards its products and brands. The most important factor identified through literature were tourism, country exports, country policies, and the people of the country themselves. The study also recommends what a country governments and decision makers should do to make a country differentiated through its tourism, country policies, and through its communication strategies. As the differentiation strategies also should be aligned with the country core competencies, the recommendations are also based on country core competencies. The impact of these major factors are evaluated on the country exports, its tourism, its image, as on its economy.

Limited implementation of the framework convention on tobacco control’s tobacco tax provision: global comparison

ObjectiveTo quantify changes in tobacco tax rates and cigarette affordability after countries ratified the WHO Framework Convention on Tobacco Control (FCTC) using with the WHO MPOWER standards.MethodsWe used logistic regression...

Um ensaio teórico sobre marca-país e sua gestão

Este artigo apresenta um ensaio teórico visando esclarecer o conceito de marca-país, diferenciando-o de imagem de país e efeito país de origem, e também detalhar sua gestão, explorando sua complexidade e suas diferenças em relação à gestão de marcas de produtos e serviços. Fundamentado na literatura, verificou-se que a marca-país deriva de um processo gerencial, o country branding (gestão de marca-país), que objetiva diferenciar a nação e suas ofertas no mercado internacional com base em sua cultura. Esse processo engloba desde a criação da marca-país até sua comunicação para os diversos públicos alvo, é mais complexo do que para produtos e serviços, e deve considerar os elementos de identidade, posicionamento e imagem de país. A imagem de país muitas vezes é o foco das ações de branding, pois consiste nas associações sobre o país que os consumidores internacionais sustentam em sua memória e é avaliada como uma ferramenta fundamental que pode aumentar o poder da marca-país. Assim, foi possível contribuir tanto para a teoria de marca-país e sua gestão, quanto para os governos, fornecendo informações relevantes que auxiliam na delimitação de ações estratégicas em relação à marca-país e a sua imagem.