Strategic Entry Modes and Country of Origin Effect

2019 ◽  
pp. 23-38
Author(s):  
Giovanna Pegan ◽  
Donata Vianelli ◽  
Patrizia de Luca
Keyword(s):  
Country Of Origin ◽  
Entry Modes ◽  
Strategic Entry ◽  
Origin Effect

scholarly journals Country of origin effect: a study with Brazilian consumers in the luxury market

2018 ◽  
Vol 15 (4) ◽  
pp. 348-362 ◽  
Author(s):  
Maria Montanari ◽  
Jonny Rodrigues ◽  
Janaina Giraldi ◽  
Marcos Neves
Keyword(s):  
Country Of Origin ◽  
Luxury Market ◽  
Origin Effect

New perspectives welcome: a case for alternative approaches to country of origin effect research

2021 ◽  
pp. 158-173
Author(s):  
Mikael Andéhn ◽  
Jean-Noël Patrick L’Espoir Decosta
Keyword(s):  
Country Of Origin ◽  
Alternative Approaches ◽  
Origin Effect

Country of Origin Effects

2017 ◽  
pp. 1434-1458
Author(s):  
Nick Clifton
Keyword(s):  
Country Of Origin ◽  
Future Research ◽  
Illustrative Case ◽  
City Branding ◽  
Policy Makers ◽  
Holistic View ◽  
International Context ◽  
Country Of Origin Effects ◽  
Origin Effects ◽  
Origin Effect

This chapter develops the concept of the county of origin effect, and explores how linkages between place and product may impact upon it. Country-of-origin research has tended to focus upon how geographical associations may assist the marketing of certain products (halo effects) and indeed protect brand images from negative place-based associations (shield effects). We seek to develop these ideas by investigating the existence of branding spillovers in the opposite direction i.e. from product to regional image. Thus we argue in favour of a more ‘holistic' view of country-of-origin effects. This is done using the illustrative case of Wales. The chapter then seeks to explore the resulting implications for city branding practitioners and policy-makers, and to speculate upon how the observed linkages between place and product can also lead to broader insights in terms of city branding in the international context. Finally how the findings presented might contribute to future research attempts on city branding is considered.

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