Brand Trust and Country of Origin: Pointers for Research in an Emerging Market

2014 ◽  
pp. 157-166
Author(s):  
Harvinder Singh
Keyword(s):  
Emerging Market ◽  
Country Of Origin ◽  
Brand Trust

scholarly journals Brand management in mergers and acquisitions

2018 ◽  
Vol 35 (5) ◽  
pp. 710-732 ◽  
Author(s):  
Yipeng Liu ◽  
Christina Öberg ◽  
Shlomo Yedidia Tarba ◽  
Yijun Xing
Keyword(s):  
Mergers And Acquisitions ◽  
Brand Management ◽  
Emerging Market ◽  
Country Of Origin ◽  
Corporate Brand ◽  
Content Type ◽  
Cross Border ◽  
Advanced Economies ◽  
Brand Portfolio ◽  
Country Of Origin Image

Purpose The purpose of this paper is to focus on emerging market companies that internationalize into advanced economies by means of acquisitions and to investigate brand management during post-acquisition integration from a multi-level perspective and to identify how a brand management strategy can be constructed. It takes into account the influences of country-of-origin image, corporate brand and brand portfolio to obtain a granular view of post-acquisition brand management. Design/methodology/approach A multiple case study approach was adopted. By using case studies and storytelling qualitative research methods, the empirical setting was related to the acquisitions undertaken by Chinese companies in Germany. Findings The authors identified three mechanisms for brand management in the post-acquisition integration of emerging market companies – namely, transferring, dynamically redeploying and categorizing – that underpin the interconnection and combined influence of country-of-origin image at the national level, corporate brand at the organizational level and brand portfolio at the product level. Practical implications Brand has been viewed as a strategic asset in Chinese cross-border mergers and acquisitions (M&As). Brand management is a dynamic process that involves learning and interaction between the acquirer and target. The research offers a practical guideline for both acquirers and targets in managing brand in the context of acquisitions undertaken by emerging market companies in advanced economies. Originality/value The findings provide important insights into the brand management strategies adopted in Chinese cross-border M&As in particular, and emerging market companies venturing into advanced economies in general. The interlinking of country, company and product levels introduces new ideas to the brand literature related to acquisitions, and the setting of Chinese companies acquiring German ones constitutes an important contribution to the understanding of the different ways in which companies from emerging economies may pursue branding strategies in the context of cross-border M&As.

scholarly journals Believing and acting on fake news related to natural food: the influential role of brand trust and system trust

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Subhalakshmi Bezbaruah ◽  
Amandeep Dhir ◽  
Shalini Talwar ◽  
Teck Ming Tan ◽  
Puneet Kaur
Keyword(s):  
Structural Equation ◽  
Internal State ◽  
Emerging Market ◽  
Natural Food ◽  
Brand Trust ◽  
Fake News ◽  
Cross Sectional Survey ◽  
Content Type ◽  
Openness To Change ◽  
The Relationship

PurposeFake news represents a real risk for brands, particularly for firms selling essential products, such as food items. Despite this anecdotal acknowledgement, the dynamics of the relationship between fake news and brand reputation remain under-explored. The present study addresses this gap by examining the association of consumer values (universalism and openness to change), brand trust, fake news risk and system trust in the context of natural food products.Design/methodology/approachThe study utilised a cross-sectional survey design and the mall-intercept method to collect data from 498 consumers of natural food residing in India. To test the hypotheses, which were grounded in the stimulus-organism-response (SOR) framework, the collected data were analysed using covariance-based structural equation modelling in SPSS AMOS. The conceptual model proposed universalism and openness to change as stimuli, brand trust as an internal state or organism and fake news risk – captured through the tendency of consumers to believe and act on fake news – as a response.FindingsThe findings support a positive association of universalism with brand trust and a negative association with fake news risk. In comparison, openness to change has no association with either brand trust or fake news risk. Brand trust, meanwhile, is negatively related to fake news, and this association is moderated by system trust. Furthermore, brand trust partially mediates the relationship between universalism value and fake news risk.Originality/valueNotably, the present study is one of the first attempts to understand the fake news risk associated with natural food brands by utilising the SOR framework in an emerging market setting. The study provides interesting insights for policymakers, brands and consumers.

scholarly journals Investigating the Brand Loyalty of Domestic Cosmetic in an Emerging Market

2021 ◽  
Vol 124 ◽  
pp. 05001
Author(s):  
Norizan Mohd Kassim ◽  
Nurfatihah Akmal Binti Jamaludin ◽  
Zullina Hussain Shaari
Keyword(s):  
Brand Loyalty ◽  
Emerging Market ◽  
Correlation Study ◽  
Competitive Advantages ◽  
Brand Trust ◽  
Cosmetic Industry ◽  
Fierce Competition ◽  
Key Aspects ◽  
The Relationship ◽  
Brand Satisfaction

The cosmetic industry in emerging economies such as Malaysia shows vast growth. However, fierce competition has forced domestic cosmetic brands to be more competitive. Brand loyalty is one of the key aspects of management to retain the competitive advantages of the market. Thus, this research would like to investigate the factors that led to the brand loyalty of the domestic cosmetics brand in Malaysia. There are four independent variables in this study, namely brand price, brand perceived value, brand satisfaction, and brand trust, while brand loyalty is a dependent variable. A correlation study was conducted to determine whether there is a positive relationship between the dependent variable and the independent variable. The purpose of this study is twofold: First, to examine the level of loyalty of domestic consumer brands; second, to investigate the relationship between brand prices, brand satisfaction, brand trust, and brand perceive value to the brand loyalty of cosmetic brand. A survey was conducted to measure these variables. A total of 200 useable questionnaires were collected from a commercial hub in Malaysia. Descriptive and correlation analysis were used to investigate the level of loyalty and to test the relationship between these variables.

scholarly journals Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura

2015 ◽  
Vol 14 (3) ◽  
pp. 393-406 ◽  
Author(s):  
Mariana Bassi Sutter ◽  
Maria Laura Ferranty MacLennan ◽  
Carolina Cristina Fernandes ◽  
Moacir Miranda de Oliveira Jr.
Keyword(s):  
Marketing Strategy ◽  
Single Case ◽  
Emerging Market ◽  
International Marketing ◽  
Country Of Origin ◽  
International Strategy ◽  
Foreign Markets ◽  
Strategy Analysis ◽  
International Marketing Strategy ◽  
Country Of Origin Image

This study investigates the use of country of origin image (COI) by an emerging market multinational (EMMN) on their internationalization process.To this end, we integrateCOIliteraturewith the attributes that make up Brazils image abroad.This study conducts aqualitative and descriptive approach using the single case study on the case of the Brazilian company Natura CosmticosS.A. Caseanalysis,relying on discourse analysis, allowed us to find out that the company uses COI as part of its international strategy; COI attributes can be used positively by an EMMN and might contribute to their image abroad.About the first finding, thestudy also points out ways Natura integrates Brazilianness attributes into its international marketing strategy, since Naturas competitive differential is sustained onproductdevelopment based on the biodiversity of Brazilian fauna and flora. Our study shows ways how an EMMN might use COI concept into their international marketing strategy in order to build their image abroad and differentiate itself positively.

Antecedents and moderators of brand trust in the context of baby care toiletries

2015 ◽  
Vol 32 (5) ◽  
pp. 328-340 ◽  
Author(s):  
Neha Srivastava ◽  
Satya Bhushan Dash ◽  
Amit Mookerjee
Keyword(s):  
Personality Traits ◽  
Perceived Risk ◽  
Emerging Market ◽  
Risk Category ◽  
Brand Trust ◽  
Content Type ◽  
Two Phases ◽  
Brand Intimacy ◽  
The Relationship

Purpose – This paper aims to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of baby care toiletry brands. Further, the moderating role of the mother’s personality traits on the relationship between brand trust and its antecedents is investigated. Design/methodology/approach – The study methodology involves two phases: exploratory and descriptive. The exploratory phase, with the support of a focused literature review, results in a theoretical framework that is later validated through the survey-based empirical phase. Findings – The study finds that brand predictability and brand innovativeness are antecedents of cognitive brand trust, whereas brand intimacy is a driver of affective brand trust. The study confirms that agreeableness positively moderates the relationship between brand intimacy and affective brand trust, whereas conscientiousness positively moderates the relationship between brand predictability and cognitive brand trust. Practical implications – The study recommends marketing strategy approaches for baby care product companies, including the essential factors they must keep in mind for promoting their brand and winning the trust of mothers. Originality/value – The study is among the few empirical investigations that examine the role of the moderating effect of personality traits on the relationship between brand trust and its antecedents, in the little-researched context of the high perceived risk category of baby care toiletry products in an emerging-market context.

The mediation of trust in country-of-origin effects across countries

2014 ◽  
Vol 21 (2) ◽  
pp. 150-171 ◽  
Author(s):  
Nadia Jiménez ◽  
Sonia San Martín
Keyword(s):  
Emerging Markets ◽  
Purchase Intention ◽  
Emerging Market ◽  
Country Of Origin ◽  
Purchase Intentions ◽  
Content Type ◽  
Mediating Role ◽  
Brand Reputation ◽  
Negative Effect ◽  
Mature Market

Purpose – This paper aims to investigate if trust plays a mediating role on the country-of-origin (COO) brand reputation and consumer animosity effects in determining consumers’ purchase intentions in both emerging and developed markets. Design/methodology/approach – The paper opted for the structure equation modelling methodology to analyse data collected from 476 Spanish and Mexican car owners who evaluate American automobiles. Findings – The results show that in the emerging market economy, the COO's brand reputation influences trust and purchase intention more than in the mature market. Also, the results show that although trust plays an important role in different markets because it mediates the effect of COO's brand reputation on consumers’ purchase intention in both emerging and mature economies, it does not mediate the effect of animosity on purchase intention in the analysed developed economy. Research limitations/implications – The chosen category product presents the shortcoming of being of a hybrid nature regarding their manufacturing origin and research results may not be generalizable since we consider one product of one COO. Practical implications – COO's brand reputation is a key trigger of trust, and can substitute absent regulatory institutional elements, especially in emerging markets. In emerging markets, animosity could play an important role in explaining the rejection of foreign products, but the increase of trust could mitigate its negative effect on purchase intention. Originality/value – This study distinguishes the mediating role of trust between different interrelated COO variables and consumers’ purchase intentions in two different national contexts, and offers evidence that good COO's brand reputation building is crucial for international marketing success.

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