Strategic Localization of Global Brands: Choosing Brand Names to Minimize the Impact of Consumer Animosity and Leverage Positive Country-of-Origin Perceptions

2010 ◽  
Author(s):  
Haiyang Yang ◽  
Amitava Chattopadhyay
Keyword(s):  
Country Of Origin ◽  
Brand Names ◽  
Global Brands ◽  
Consumer Animosity ◽  
The Impact

Consumer brand engagement on social media in the COVID-19 pandemic: the roles of country-of-origin and consumer animosity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tianfu Wang ◽  
Yam B. Limbu ◽  
Xing Fang
Keyword(s):  
Social Media ◽  
Country Of Origin ◽  
Least Square ◽  
Activity Data ◽  
Content Type ◽  
Global Brands ◽  
Brand Engagement ◽  
Consumer Animosity ◽  
Negative Impacts ◽  
The Impact

PurposeThe coronavirus disease (COVID-19) pandemic unprecedentedly shocks the market. Little is known about the impact of COVID-19 on brand engagement across country-of-origin (COO) and country-of-market (COM). To address the gap, this study examines how the spread of the COVID-19 affects consumer brand engagement on social media for global brands through the mechanisms of the COO and consumer animosity.Design/methodology/approachThe authors collect consumer engagement activity data from Facebook for eight global smartphone brands and match it with the COVID-19 statistics. Ordinary least square (OLS) models are used to estimate the impact on global brands brought by the spread of the COVID-19.FindingsThe results show that consumer brand engagement decreases for all brands in a COM as the number of confirmed COVID-19 new cases increases in the COM. Consumer brand engagement decreases for a brand across all COM as the number of confirmed COVID-19 new cases increases in the brand’s COO. If a brand’s COO is imputed for the pandemic, its consumer brand engagement will receive additional negative impacts across all COM.Originality/valueThis study enriches the COO literature by showing how the spread of a pandemic affects consumer brand engagement via COO and discovers the moderating role of consumer animosity.

scholarly journals The impact of maternal genetic merit and country of origin on ewe reproductive performance, lambing performance and ewe survival

2021 ◽  
Author(s):  
N Fetherstone ◽  
N McHugh ◽  
T M Boland ◽  
F M McGovern
Keyword(s):  
New Zealand ◽  
Birth Weight ◽  
Litter Size ◽  
Country Of Origin ◽  
Reproductive Traits ◽  
Gestation Length ◽  
Genetic Merit ◽  
Genetic Groups ◽  
One Year ◽  
The Impact

Abstract The objective of this study was to investigate the impact of the ewe’s maternal genetic merit and country of origin (New Zealand or Ireland) on ewe reproductive, lambing and productivity traits. The study was performed over a four year period (2016 to 2019) and consisted of three genetic groups: high maternal genetic merit New Zealand (NZ), high maternal genetic merit Irish (High Irish) and low maternal genetic merit Irish (Low Irish) ewes. Each group contained 30 Suffolk and 30 Texel ewes, selected based on the respective national maternal genetic indexes; i.e. either the New Zealand Maternal Worth (New Zealand group) or the €uro-star Replacement index (Irish groups). The impact of maternal genetic merit on reproductive traits such as litter size; lambing traits such as gestation length, birth weight, lambing difficulty, mothering ability, and productivity traits such as the number of lambs born and weaned were analyzed using linear mixed models. For binary traits, the impact of maternal genetic merit on reproductive traits such as conception to first AI service; lambing traits such as dystocia, perinatal lamb mortality and productivity traits such as ewe survival were analyzed using logistic regression. New Zealand ewes outperformed Low Irish ewes for conception to first AI (P<0.05) and litter size (P=0.05). Irish ewes were more likely to suffer from dystocia (6.84 (High Irish) and 8.25 (Low Irish) times) compared to NZ ewes (P<0.001); birth weight and perinatal mortality did not differ between groups (P>0.05). Lambs born from NZ ewes were 4.67 (95% CI: 1.89 to 11.55; P<0.001) and 6.54 (95% CI: 2.56 to 16.71; P<0.001) times more likely to stand up and suckle unassisted relative to lambs born from High or Low Irish ewes, respectively. New Zealand and High Irish ewes had a greater number of lambs born and weaned throughout the duration of the study compared to their Low Irish counterparts (P<0.001). New Zealand ewes tended to be more likely to survive from one year to the next compared to Low Irish ewes (P=0.07). Irish ewes of high maternal genetic merit outperformed their Low counterparts in total number of lambs born and weaned per ewe, but performance did not differ across other traits investigated. This highlights the importance of continuous development of the Irish maternal sheep index to ensure favourable improvements in reproductive, lambing and productivity traits at farm level. Overall, results demonstrate the suitability of NZ genetics in an Irish production system.

When foreign brands appear local, and local brands appear foreign

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bo Chen
Keyword(s):  
Developing Countries ◽  
Purchase Intention ◽  
Empirical Studies ◽  
Country Of Origin ◽  
Developed Countries ◽  
Brand Names ◽  
Content Type ◽  
Product Categories ◽  
Foreign Brand ◽  
Foreign Brands

PurposeBoth foreign and local companies frequently name their brands in foreign language on the market of developing countries, and some of them choose to disclose the brands' country of origin to consumers. The purpose of this research is to investigate the joint effects between the practices of disclosing the actual country of origin of the brands and the language of the brand names on consumers' purchase intention for foreign brands and local brands in developing countries.Design/methodology/approachThe proposed hypotheses were tested in two studies, namely an experiment and a field experimental survey, with stimuli from two product categories.FindingsThe results of the two empirical studies with Chinese participants consistently demonstrate that revealing the actual country of origin of the brands undermines consumers' purchase intention for local brands that use foreign brand names, but does not impact consumers' purchase intention for foreign brands that use local brand names.Originality/valueThis research first investigates the effects of adapting the brand names into local language of developing countries for brands from developed countries on consumers' purchase intention, which provides new insight into the literature on foreign branding and country of origin effects as well as practical implications for brand managers.

scholarly journals Bibliometric analysis of multi-language veterinary journals

2017 ◽  
Vol 29 (3) ◽  
pp. 343-353
Author(s):  
Erwin KRAUSKOPF ◽  
Fernanda GARCIA ◽  
Robert FUNK
Keyword(s):  
Impact Factor ◽  
Bibliometric Analysis ◽  
Web Of Science ◽  
Country Of Origin ◽  
Citation Distribution ◽  
Journal Citation Reports ◽  
The Subject ◽  
Number Of Citations ◽  
The Impact ◽  
Main Language

Abstract The purpose of this study was to investigate the association between language and total number of citations found among documents in journals written in English and other languages. We selected all the journals clustered together in the Journal Citation Reports 2014 under the subject category “Veterinary Sciences” and downloaded all the data registered between 1994-2013 by Web of Science for the journals that stated publishing documents in languages other than English. We classified each of these journals by quartile and extracted information regarding their impact factor, language(s) stated, country of origin, total number of documents published, total number of reviews published, percentage of documents published in English and the quartile in which each journal ranked. Of the 48,118 documents published by the 28 journals analyzed, 55.8% were published in English. Interestingly, although most of the journals state being multi-language, most documents published in quartile 1 journals were in English (an average of 99.2%), while the percentage was 93.1% in quartile 2 journals, 62.1% in quartile 3 journals and 27.4% in quartile 4 journals. We also confirmed that citation distribution in these journals was highly skewed. The results of this study suggest that journals should consider adopting English as the main language as this will increase citation counts and the impact factor of the journal.

scholarly journals INTEGRATING THE IMPACT OF COUNTRY OF ORIGIN (COC) AND CONSUMER ETHNOCENTRISM (CE) ON GLOBAL MARKETING (GM) AND GROWING CONSUMER TRENDS (GCT) EVIDENCES FROM PHARMACEUTICAL INDUSTRIES IN INDONES

2017 ◽  
Vol 11 (1) ◽  
Author(s):  
Kardison Lumban Batu
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Country Of Origin ◽  
Equation Modeling ◽  
Global Marketing ◽  
Consumer Ethnocentrism ◽  
Independent Variables ◽  
Pharmaceutical Industries ◽  
The Impact

The current research is empirically investigated the impact of country of origin and consumer ethnocentrism on growing customer trend directly also through global marketing as mediating variable. It is also assessed the impact of global marketing on growing consumer trend. By deploying Structural Equation Modeling with AMOS, three independent variables were analyzed, country of origin (CoC), global marketing (GM), consumer ethnocentrism (CE) and growing consumer trend (GCT) as dependent variable. The findings showed that both country of origin (CoC) and consumer ethnocentrism (CE) have significant effect on global marketing (GM) as well as on growing consumer trend (GCT). Further, global marketing (GM) successfully mediated and showed significant effect of both country of origin and consumer ethnocentrism. Finally global marketing has significant impact on growing consume trend.

scholarly journals Cues Speak Louder Than Words: Empirical Evidence from Consumer Market of Pakistan

2019 ◽  
Author(s):  
Anam Javeed ◽  
Muhammad Yar Khan ◽  
Asif Khurshid ◽  
Uzma Noor
Keyword(s):  
Product Quality ◽  
Food Packaging ◽  
Country Of Origin ◽  
Consumer Knowledge ◽  
Brand Name ◽  
Consumer Market ◽  
Quality Perceptions ◽  
Extrinsic Cues ◽  
Perceived Product Quality ◽  
The Impact

<p><i>The aim of this study is to probe into the impact of extrinsic packaging cues (brand name, price, country of origin and precautionary label) on the quality perceptions of the consumers when the intrinsic qualities are not experienced yet. Consumer knowledge is used a moderator in the study. The study also aims to investigate the influence of the consumer knowledge as a moderator on the relationship between food packaging cues and perceived product quality. Survey was conducted using mall intercept method (n= 478) with a self- administered five point Likert scale questionnaire in Rawalpindi and Islamabad. SPSS and PLS were used for analyzing the data. In order to ensure the internal consistency of the variables Cronbach’s alpha was used.</i><b><i> </i></b><i>Among all the variables which were studied in theoretical framework, precautionary label came out to a strong extrinsic in contributing to the formation of product quality perceptions. Additionally, brand name and Price are also considered as important quality determining extrinsic cues. On the other hand, Country of origin as an extrinsic cue turned out to cast no impact on the quality perceptions in Pakistani consumer market. Among the interaction paths, consumer knowledge held a significant role for brand name and country of origin with perceived product quality.</i><b><i> </i></b><i>This study comprises of number of research limitations. The mall intercept method was utilized in which sample control is difficult. The data was collected from Rawalpindi and Islamabad which might pose a problem for generalizability. Along with the limitations, this study presents horizon for the future researchers by presenting a model of research which could be extended to other marketing contexts.</i><b><i> </i></b><i>The research revealed that, the schema of extrinsic packaging cues cast a deep impact on the product quality perceptions. The results imply that practitioners need to embed the extrinsic cues much intelligently as they tend to produce prior to the usage quality perceptions regarding the product. This study puts forth a significant understanding regarding the utility of extrinsic packaging cues in the determination of product quality perceptions. The paper provides insights from Pakistani market.</i></p>

Sign in / Sign up

Export Citation Format

Share Document