scholarly journals Posicionamento de Marcas Globais: Um Estudo Bibliométrico da Produção Científica na Área

2012 ◽  
Vol 11 (2) ◽  
pp. 69-95
Author(s):  
Victor Sciasci ◽  
Sheila Farias Alves Garcia ◽  
Lesley Carina do Lago Attadiai Galli
Keyword(s):  
Consumer Behavior ◽  
Brand Equity ◽  
Brand Management ◽  
International Marketing ◽  
Country Of Origin ◽  
Marketing Research ◽  
Consumer Marketing ◽  
Origin Effect

Este estudo teve como objetivo produzir indicadores bibliomtricos que representassem a produo cientfica sobre posicionamento de marcas globais, publicada nos ltimos cinco anos (2007-2011), tomando como base os seguintes peridicos: Journal of International Marketing, The Journal of Consumer Marketing, Journal of Marketing Research e Journal of Product Brand Management. Para tanto, foi realizada uma pesquisa descritiva, de abordagem quantitativa, utilizando o mtodo bibliomtrico. Como resultado, observa-se que a frequncia do tema nos peridicos selecionados no perodo de cinco anos (2007 a 2011) correspondeu a 6% do total das publicaes. Nota-se uma tendncia colaborativa na elaborao dos artigos, com a participao de 3 ou mais autores. Verifica-se que as teorias com maior destaque entre os artigos so Country of Origin Effect (COE), Standardization vs Globalization, Consumer Behavior e Brand Equity. DOI: 10.5585/remark.v11i2.2332

scholarly journals Pengaruh Perceived Quality Dan Country Of Origin Effect Terhadap Niat Beli Xiaomi Smartphone

2018 ◽  
Vol 8 (1) ◽  
pp. 50
Author(s):  
Yuni Puspita Sari
Keyword(s):  
Linear Regression ◽  
Multiple Linear Regression ◽  
Purchase Intention ◽  
Brand Management ◽  
Linear Regression Analysis ◽  
Country Of Origin ◽  
Multiple Linear Regression Analysis ◽  
Perceived Quality ◽  
Premium Price ◽  
Origin Effect

Xiaomi smartphone is a smartphone vendors from China newly entered the smartphone market in Indonesia, in contrast to the smartphone with low price and low quality. Xiaomi markets its products with a premium price and high quality products, positioning as a brand management newcomer. This study aims to analyze and discuss the influence of perceived quality and country of origin effect of the Xiaomi smartphone purchase intention (studies in the visitors of Plaza Marina Surabaya). The population in this study is a person aged 19-50 years old who is visiting Plaza Marina Surabaya. In this study, researcher used 220 samples. Sampling method is a non-probability sampling. Data were analyzed using multiple linear regression. In multiple linear regression analysis results show the influence of variables perceived quality and country of origin effect for the purchase intention in the show of the value of Adjusted R Square of 0.407. From the results of the t test that has been done can be seen that the variable perceived quality and country of origin effect has a significant influence partially on the purchase intention.

scholarly journals Consumer Animosity

2014 ◽  
Vol 10 (4) ◽  
pp. 2052-2062
Author(s):  
Hesah Aljarboa
Keyword(s):  
Consumer Behavior ◽  
International Marketing ◽  
Country Of Origin ◽  
Future Research ◽  
Foreign Products ◽  
Consumer Animosity

This paper provides an inclusivereview of the literatureconcerning the consequences and antecedents of animosity on consumer purchasing intentions. Consumer animosity has attracted a lot of attention in the international marketing and business literature in previous years and was found to have various effects on consumer behavior as a result of a version on the foreign products country of origin. The paper reviews the literature that has been conducted on animosity and focuses on certain limitations that are addressed. Suggestions for future research have been also emphasized in the paper.

COMBINING PRODUCT PLACEMENT AND COUNTRY OF ORIGIN EFFECT TO INCREASE BRAND EQUITY

2015 ◽  
Vol 1 (7) ◽  
pp. 125-129
Author(s):  
Roberto Chierici ◽  
◽  
Maria Cristina Morra ◽  
Angelo Di Gregorio
Keyword(s):  
Brand Equity ◽  
Country Of Origin ◽  
Product Placement ◽  
Origin Effect

scholarly journals A methodological framework for projecting brand equity: Putting back the imaginary into brand knowledge structures

2014 ◽  
Vol 42 (1) ◽  
pp. 98-136 ◽  
Author(s):  
George Rossolatos
Keyword(s):  
Brand Equity ◽  
Brand Management ◽  
Marketing Research ◽  
Product Category ◽  
Point Of View ◽  
Methodological Framework ◽  
Brand Associations ◽  
Equity Structure ◽  
The Uk ◽  
Account Planning

The aim of this paper is to outline a methodological framework for brand equity planning with structuralist rhetorical semiotics. By drawing on the connectionist conceptual model of the brand generative trajectory of signification it will be displayed in a stepwise fashion how a set of nuclear semes and classemes or an intended semic structure that underlies manifest discursive structures may be projected by its internal stakeholders (i.e., a brand management team, an account planning team or a marketing research team) with view to attaining differential brand associations. The suggested methodological framework focuses on the strength and uniqueness of brand associations as integral aspects of a brand’s equity structure and comprises a set of calculi that aim at addressing from a brand textuality point of view how associations may be systematically linked to their key sources with an emphasis on the ad filmic text. The propounded methodology is exemplified by recourse to a corpus of ad filmic texts from the major brand players in the UK cereals market. The argumentative thrust is intent on demonstrating that structuralist rhetorical semiotics is not only useful for analysing/interpreting brand texts, but, moreover, for constructing and for managing them over time. This demonstration is deployed by adopting a synchronic/diachronic and intra-(ad)-filmic/inter-(ad)-filmic approach to the formation of brand associations that make up a projected brand equity structure, in the context of embedded product category dynamics.

New media marketing as a driver of enterprise country of origin (COO) offer in international markets

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Demetris Vrontis ◽  
Gianpaolo Basile
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
New Media ◽  
Web 2.0 ◽  
International Marketing ◽  
Country Of Origin ◽  
International Markets ◽  
Marketing Strategies ◽  
Content Type

PurposeThe paper aims to highlight the role of Web 2.0 in international marketing, shedding light on the relationships existing between the country of origin effect and consumer behavior.Design/methodology/approachThe current study, drawn on the country of the origin (COO)W literature and Web 2.0 diffusion data, investigates the relationships between country of origin – seen as an idiosyncratic entrepreneurial offer – and the consumer, within an international marketing framework. Specifically, the paper focuses on the increasing role of Web 2.0 and social media as tools enabling enterprises to create and maintain adaptive and networking capabilities and to implement international marketing strategies.FindingsThe findings presented here reveal that international marketing is becoming increasingly similar to domestic marketing because of social media development. In other words, it is becoming more and more difficult for international products to contain themselves within single markets as local issues seldom remain local.Originality/valueThis paper fills a gap in the international marketing literature focusing on how social media, particularly in a pandemic era, can improve and enhance relationships between the product of origin and consumer behavior both in the assessment and in the actual purchase of products.

scholarly journals A Methodological Framework for Projecting Brand Equity: Putting Back the Imaginary into Brand Knowledge Structures

2014 ◽  
Author(s):  
George Rossolatos
Keyword(s):  
Brand Equity ◽  
Brand Management ◽  
Marketing Research ◽  
Product Category ◽  
Point Of View ◽  
Methodological Framework ◽  
Brand Associations ◽  
Equity Structure ◽  
The Uk ◽  
Account Planning

The aim of this paper is to outline a methodological framework for Brand Equity planning with structuralist rhetorical semiotics. By drawing on the connectionist conceptual model of the brand generative trajectory of signification (Rossolatos 2013a, 2013g) it will be displayed in a step-wise fashion how a set of nuclear semes and classemes or an intended semic structure that underlies manifest discursive structures may be projected by its internal stakeholders (i.e., a brand management team, an account planning team or a marketing research team) with view to attaining differential brand associations. The suggested methodological framework focuses on the strength and uniqueness of brand associations as integral aspects of a brand’s equity structure and comprises a set of calculi that aim at addressing from a brand textuality point of view how associations may be systematically linked to their key sources with an emphasis on the ad filmic text. The propounded methodology is exemplified by recourse to a corpus of ad filmic texts from the major brand players in the UK cereals market. The argumentative thrust is intent on demonstrating that structuralist rhetorical semiotics is not only useful for analyzing/interpreting brand texts, but, moreover, for constructing and for managing them over time. This demonstration is deployed by adopting a synchronic/diachronic and intra (ad) filmic / inter (ad) filmic approach to the formation of brand associations that make up a projected Brand Equity structure, in the context of embedded product category dynamics.

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