Two decades of research on nation branding: A review and future research agenda
Purpose Despite the growing interest by scholars, practitioners and public policymakers,
there are still divergent and fragmented conceptualizations of nation branding as the field is …
there are still divergent and fragmented conceptualizations of nation branding as the field is …
Consumers and brands across the globe: Research synthesis and new directions
Z Gürhan-Canli, G Sarial-Abi… - Journal of International …, 2018 - journals.sagepub.com
Extensive research has investigated branding practices, processes, and consumers'
reactions to brands in a globalized world. In this review, the authors aim to organize and …
reactions to brands in a globalized world. In this review, the authors aim to organize and …
Qualitative research in marketing: what can academics do better?
JM Crick - Journal of Strategic Marketing, 2021 - Taylor & Francis
Qualitative research is designed to generate in-depth and subjective findings to build theory.
Combined with the quantitative bias of top-tier journals, many qualitative researchers do not …
Combined with the quantitative bias of top-tier journals, many qualitative researchers do not …
Knowledge structure in product-and brand origin–related research
S Samiee, BR Chabowski - Journal of the Academy of Marketing Science, 2021 - Springer
Scholarly research regarding origins of products and brands is deep-rooted within
international marketing, with an extraordinary following as evidenced by the large body of …
international marketing, with an extraordinary following as evidenced by the large body of …
I use it but will tell you that I don't: Consumers' country-of-origin cue usage denial
M Herz, A Diamantopoulos - Journal of International …, 2017 - journals.sagepub.com
Despite extensive evidence that a brand's country-of-origin (COO) affects consumers' brand
evaluations and behavioral intentions, consumers are often reluctant to admit this influence …
evaluations and behavioral intentions, consumers are often reluctant to admit this influence …
Explicit versus implicit country stereotypes as predictors of product preferences: Insights from the stereotype content model
Drawing on the stereotype content model (SCM), we investigate the impact of both explicit
and implicit country stereotypes on consumer preferences. In Study 1, we show that the …
and implicit country stereotypes on consumer preferences. In Study 1, we show that the …
Drivers of consumer-based brand equity: a two-country analysis of perceived brand origin and identity expressiveness
Purpose The purpose of this study is to investigate whether and how the effects of cognitive,
sensory and affective brand associations on brand love (a core driver of brand loyalty) differ …
sensory and affective brand associations on brand love (a core driver of brand loyalty) differ …
Toward a universal account of country-induced predispositions: integrative framework and measurement of country-of-origin images and country emotions
Understanding how consumers use a product's country-of-origin (COO) cue is fundamental
to explaining their behavior in a globalized marketplace. While the study of COO is one of …
to explaining their behavior in a globalized marketplace. While the study of COO is one of …
Emerging market MNCs' cross-border acquisition completion: Institutional image and strategies
This study investigates the negative effect of the home country's institutional image on
emerging-market multinational companies' acquisitions, and how these companies can …
emerging-market multinational companies' acquisitions, and how these companies can …
Are brands re-evaluated when consumers learn about brand origin misperceptions? Outcomes, processes, and contingent effects
This study develops and empirically tests an integrative model of what happens when
consumers learn about brand origin misperceptions (BOM). The proposed model suggests …
consumers learn about brand origin misperceptions (BOM). The proposed model suggests …