When being international is worth it: The effect of a retail brand’s international presence on consumer attitudes
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | Internext |
Texto Completo: | https://internext.espm.br/internext/article/view/231 |
Resumo: | A number of academic studies have investigated the "country-of-origin effect", i.e., the influence of a product’s country of origin on the attitudes of consumers. It is known that countries with a higher level of socioeconomic development generate more favorable attitudes towards their goods, and that this influence is moderated by the degree of consumer involvement with the product category. Most previous studies have investigated mainly tangible products, however, this study examines the country-of-origin effect for services using an unexplored and distinct approach: the presence of a brand in various cities across the world as an advertising appeal, without explicitly mentioning the country of origin. Specifically, we create a scenario in which two new retail brands in product categories with low and high consumer involvement are established in Brazil, and the presence of these products in cities of developed countries (vs emerging) is mentioned. The results show that their presence in developed (vs emerging) cities has a more positive effect on purchasing intent, attitudes as well as the perceived success for the high-involvement category (clothing store), when compared to the low-involvement category (supermarket). This study contributes to the marketing literature by demonstrating that presence in developed cities can have the same effect on consumer attitudes as the communication of the country of origin, and that this effect is moderated by the degree of consumer involvement with a category |
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When being international is worth it: The effect of a retail brand’s international presence on consumer attitudesQuando ser internacional vale a pena: O efeito da presença internacional de uma marca de serviços sobre as atitudes dos consumidoresCountry-of-Origin EffectInternational Brand PresenceConsumer BehaviourServicesEfeito País de OrigemGestão de MarcasExperimentoVarejoInternacionalização das MarcasA number of academic studies have investigated the "country-of-origin effect", i.e., the influence of a product’s country of origin on the attitudes of consumers. It is known that countries with a higher level of socioeconomic development generate more favorable attitudes towards their goods, and that this influence is moderated by the degree of consumer involvement with the product category. Most previous studies have investigated mainly tangible products, however, this study examines the country-of-origin effect for services using an unexplored and distinct approach: the presence of a brand in various cities across the world as an advertising appeal, without explicitly mentioning the country of origin. Specifically, we create a scenario in which two new retail brands in product categories with low and high consumer involvement are established in Brazil, and the presence of these products in cities of developed countries (vs emerging) is mentioned. The results show that their presence in developed (vs emerging) cities has a more positive effect on purchasing intent, attitudes as well as the perceived success for the high-involvement category (clothing store), when compared to the low-involvement category (supermarket). This study contributes to the marketing literature by demonstrating that presence in developed cities can have the same effect on consumer attitudes as the communication of the country of origin, and that this effect is moderated by the degree of consumer involvement with a categoryEstudos acadêmicos têm investigado o “efeito país de origem” sobre as atitudes dos consumidores, que criam percepções baseadas na imagem dos países e em sua tradição na manufatura de determinados bens. Sabe-se que países com maior nível de desenvolvimento socioeconômico transmitem uma imagem mais favorável aos bens fabricados localmente, que os menos desenvolvidos. E também que o grau de envolvimento com a categoria é um importante moderador do efeito da imagem do país de origem. No entanto, a maioria dos estudos enfoca produtos tangíveis. Assim, este estudo examina o efeito país de origem para serviços, usando uma abordagem inexplorada e distinta: a presença em várias cidades do mundo como apelo na propaganda, sem mencionar explicitamente o país de origem. Criamos um cenário em que duas novas marcas de varejo, de baixo e alto envolvimento, estabelecem-se no Brasil, mencionando a presença em cidades de países desenvolvidos (vs. emergentes). Os resultados mostram que o efeito da presença em cidades de países desenvolvidos (vs. de países emergentes) é mais positivo sobre a intenção de compra, a atitude em relação à propaganda e a percepção de sucesso para uma categoria de alto envolvimento (loja de roupas e acessórios) do que de baixo envolvimento (supermercado).Escola Superior de Propaganda e Marketing - ESPM2015-05-13info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://internext.espm.br/internext/article/view/23110.18568/1980-4865.10130-43Internext - International Business and Management Review ; Vol. 10 No. 1 (2015): JANUARY/APRIL; 30-43Internext; v. 10 n. 1 (2015): JANEIRO/ABRIL; 30-431980-4865reponame:Internextinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMengporhttps://internext.espm.br/internext/article/view/231/227https://internext.espm.br/internext/article/view/231/226Copyright (c) 2015 Internexthttp://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessGalhanone, Renata FernandesSuzuki, Rúbia HarumiAmorim, Marília Aparecida TriziHernandez, José Mauro da Costa2023-06-06T20:33:22Zoai:ojs.emnuvens.com.br:article/231Revistahttps://internext.espm.br/internextPRIhttps://internext.espm.br/internext/oaiinternext@espm.br1980-48651980-4865opendoar:2023-06-06T20:33:22Internext - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.none.fl_str_mv |
When being international is worth it: The effect of a retail brand’s international presence on consumer attitudes Quando ser internacional vale a pena: O efeito da presença internacional de uma marca de serviços sobre as atitudes dos consumidores |
title |
When being international is worth it: The effect of a retail brand’s international presence on consumer attitudes |
spellingShingle |
When being international is worth it: The effect of a retail brand’s international presence on consumer attitudes Galhanone, Renata Fernandes Country-of-Origin Effect International Brand Presence Consumer Behaviour Services Efeito País de Origem Gestão de Marcas Experimento Varejo Internacionalização das Marcas |
title_short |
When being international is worth it: The effect of a retail brand’s international presence on consumer attitudes |
title_full |
When being international is worth it: The effect of a retail brand’s international presence on consumer attitudes |
title_fullStr |
When being international is worth it: The effect of a retail brand’s international presence on consumer attitudes |
title_full_unstemmed |
When being international is worth it: The effect of a retail brand’s international presence on consumer attitudes |
title_sort |
When being international is worth it: The effect of a retail brand’s international presence on consumer attitudes |
author |
Galhanone, Renata Fernandes |
author_facet |
Galhanone, Renata Fernandes Suzuki, Rúbia Harumi Amorim, Marília Aparecida Trizi Hernandez, José Mauro da Costa |
author_role |
author |
author2 |
Suzuki, Rúbia Harumi Amorim, Marília Aparecida Trizi Hernandez, José Mauro da Costa |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Galhanone, Renata Fernandes Suzuki, Rúbia Harumi Amorim, Marília Aparecida Trizi Hernandez, José Mauro da Costa |
dc.subject.por.fl_str_mv |
Country-of-Origin Effect International Brand Presence Consumer Behaviour Services Efeito País de Origem Gestão de Marcas Experimento Varejo Internacionalização das Marcas |
topic |
Country-of-Origin Effect International Brand Presence Consumer Behaviour Services Efeito País de Origem Gestão de Marcas Experimento Varejo Internacionalização das Marcas |
description |
A number of academic studies have investigated the "country-of-origin effect", i.e., the influence of a product’s country of origin on the attitudes of consumers. It is known that countries with a higher level of socioeconomic development generate more favorable attitudes towards their goods, and that this influence is moderated by the degree of consumer involvement with the product category. Most previous studies have investigated mainly tangible products, however, this study examines the country-of-origin effect for services using an unexplored and distinct approach: the presence of a brand in various cities across the world as an advertising appeal, without explicitly mentioning the country of origin. Specifically, we create a scenario in which two new retail brands in product categories with low and high consumer involvement are established in Brazil, and the presence of these products in cities of developed countries (vs emerging) is mentioned. The results show that their presence in developed (vs emerging) cities has a more positive effect on purchasing intent, attitudes as well as the perceived success for the high-involvement category (clothing store), when compared to the low-involvement category (supermarket). This study contributes to the marketing literature by demonstrating that presence in developed cities can have the same effect on consumer attitudes as the communication of the country of origin, and that this effect is moderated by the degree of consumer involvement with a category |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-05-13 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://internext.espm.br/internext/article/view/231 10.18568/1980-4865.10130-43 |
url |
https://internext.espm.br/internext/article/view/231 |
identifier_str_mv |
10.18568/1980-4865.10130-43 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
https://internext.espm.br/internext/article/view/231/227 https://internext.espm.br/internext/article/view/231/226 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2015 Internext http://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2015 Internext http://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing - ESPM |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing - ESPM |
dc.source.none.fl_str_mv |
Internext - International Business and Management Review ; Vol. 10 No. 1 (2015): JANUARY/APRIL; 30-43 Internext; v. 10 n. 1 (2015): JANEIRO/ABRIL; 30-43 1980-4865 reponame:Internext instname:Escola Superior de Propaganda e Marketing (ESPM) instacron:ESPM |
instname_str |
Escola Superior de Propaganda e Marketing (ESPM) |
instacron_str |
ESPM |
institution |
ESPM |
reponame_str |
Internext |
collection |
Internext |
repository.name.fl_str_mv |
Internext - Escola Superior de Propaganda e Marketing (ESPM) |
repository.mail.fl_str_mv |
internext@espm.br |
_version_ |
1793890309566889984 |