Conference Paper

CONSUMER LOCAL-GLOBAL IDENTITY, BRAND ORIGIN, AND CODE-SWITCHED AD EFFECTIVENESS AMONG MONOLINGUALS

July 2016

DOI:10.15444/GMC2016.05.08.04

Conference: Bridging Asia and the World: Global Platform for Interface between Marketing and Management

Authors:

Kai-Yu Wang

Brock University

ResearchGate has not been able to resolve any citations for this publication.

ResearchGate has not been able to resolve any references for this publication.

Chapter

Brand Strategy

December 2010

Colin Jevons

Brands have been around for hundreds of years, but sophisticated brand strategies (beyond mere identification) are a more recent phenomenon. Business, communication, and society generally are changing and any understanding of brand strategy must be highly contextualized. Managers must understand the drivers of brand positioning both within their businesses and from the customer point of view, ... [Show full abstract] which is increasingly important as consumer cocreation of brand meaning develops. Particular short and medium term challenges for strategic brand managers are outlined.

Article

Branding before the brand: Marks, imitations and counterfeits in pre-modern Europe

February 2017

Marco Belfanti

This article aims to analyse the practices of branding adopted in the European pre-modern economy in order to communicate information about the product to the consumer. It examines the nature and function of master’s marks and collective marks and their interaction with processes of imitation and counterfeiting, and takes a stance in the debate on the origins of the modern brand, arguing in ... [Show full abstract] favour of the thesis that early forms of brand may be found only in the economic context of the eighteenth century and not before.

Article

Nation Equity: Incidental Emotions in Country-of-Origin Effects

December 2006 · Journal of Consumer Research

Different from past research on country-of-origin effects that has focused on cognitive factors, this article examines the impact of incidental emotions and cognitive appraisals associated with these emotions on country-of-origin effects. Experiment 1 compared anger and sadness and demonstrated that country of origin influenced evaluations only in the angry (vs. sad) condition where human (vs. ... [Show full abstract] situation) control was high. Experiment 2 further identified the effects of agency control using a different emotion, frustration. Based on these observations, this article suggests that, like brands, countries also have equity associated with them, termed "nation equity," that has both performance and emotional components. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Article

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The Effect of the Country of Origin on the Consumer, from the Placebo Effect Perspective

July 2015 · Studia Universitatis „Vasile Goldis” Arad – Economics Series

Lavinia Muresan

Although it is mostly used in Medicine, the placebo effect has been exploited in Marketing as well, in recent years. In Medicine, the placebo effect is defined as the improving state of a patient as a result of administering a simulated treatment, without any therapeutic healing effect. The current paper presents the results obtained in the studies that tested the placebo effect in marketing, and ... [Show full abstract] the conclusions of an experiment in which the possibility of producing the placebo effect on the consumer when the country of origin of an identical product differs was tested

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Article

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Effect of perceived brand origin associations on consumer perceptions of quality

November 2003 · Journal of Product & Brand Management

Reviews recent work in the country of origin and brand name literatures regarding the formation of perceptions regarding perceived brand origin. Based on this review, presents six hypotheses concerning such perceptions, including their effect on consumers’ ratings of quality. Using real brands in two experiments, finds support for several of our hypotheses relating to the effects of country of ... [Show full abstract] component source, country of manufacture, and country of corporate ownership. In particular, finds that country of manufacture had no effect on product quality evaluations when country of corporate ownership was also present.

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Article

NBD Model of Repeat-Purchase Loyalty: An Empirical Investigation

February 1969 · Journal of Marketing Research

Gary L. Grahn

This article describes a model for predicting repeat-purchase loyalty based on consumer panel data. A modification of the original model is offered that permits its application to areas in which brands are not purchased as a multiple of a single-unit pack size. Results of the original and modified models are shown.

Article

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CONSUMER EVALUATIONS OF BEAUTIFICATION PRODUCTS: EFFECTS OF EXTRINSIC CUES

January 2006 · Asian Academy of Management Journal

This study investigates the influence of extrinsic cues, i.e. brand image, perceived price, perceived quality, and perceived country of origin on consumers' evaluative judgments for beautification products. Multi-item measures were used for data collection. Resultsrevealed that three extrinsic cues: brand image, perceived quality, and perceived country of origin have positive and significant ... [Show full abstract] influence on consumers' brand evaluation of beautification brands. Only perceived price has shown no such influence on consumers' brand evaluation. Finally, unanswered questions and future researchdirections are presented.

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Article

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The Effect of Multiple Extrinsic Cues on Quality Perceptions: A Matter of Consistency

February 2005 · Journal of Consumer Research

Building on past research, this article illustrates when a price-quality relationship holds in the presence of multiple extrinsic cues. When intrinsic information is scarce, the relationship is more pronounced when a positive price cue is paired with a positive second cue (e.g., strong warranty, positive country of origin, or strong brand). When the two cues are inconsistent, consumers find the ... [Show full abstract] negative cue more salient and overweight it in their evaluations. This interaction is moderated by the presence of abundant levels of intrinsic attribute information. Our predictions are replicated across five studies, and the underlying process is supported. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

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Article

La influencia de las fuentes de información externas en el valor de marca: una perspectiva desde el...

January 2006 · Cuadernos de Estudios Empresariales

Rafael Bravo Gil

La información sobre una marca proporcionada por los agentes externos al individuo, influye de forma diferente en función de su procedencia. El objetivo de este trabajo es analizar el efecto la información proporcionada por la publicidad, familia, amigos y conocidos, sobre la valoración que realiza el consumidor acerca de la marca. Para ello, se ha llevado a cabo un estudio empírico en el que se ... [Show full abstract] analiza dicho efecto en el caso del consumidor joven que se aleja de su hogar. Los resultados muestran que la información externa tiene un efecto positivo sobre las dimensiones de valor de marca, siendo la influencia mayor cuando la información procede de la familia y referentes cercanos, que cuando es facilitada a través de la publicidad. Brand information provided by external agents has different effects on the consumer depending on its origin. The purpose of this study is to analyse the effects of different information sources: advertising, family and peers in the formation of brand equity. Thus, an empirical study has been conducted in order to analyse these effects on the specific case of young adults leaving their family home. Overall, results show that information has a positive effect on dimensions of brand equity. However, these effects are higher when the source of information is the family or peers than in the case of advertising.

Article

Mechanism of cost formation within the information-energy cost theory

November 2014

M.M. Iermoshenko

This is the second article, dedicated to the author's original information-energy cost theory. In this article the author analyzes the basis for price formation within both capitalist and socialist production, thus revealing their common drawback – regardless the way of production, all world prices are based on production costs. Hence, there is a need to shift to prices which are based not on ... [Show full abstract] production costs (that is, on prime cost), but on the consumer properties of a product, by means of which it is possible to assess the functions this product in performing while being consumed. For this, a new mechanism of cost formation is developed which can later become the basis for a brand new system of pricing.

Article

Analysis of the Country of Origin Effect for the Romanian Consumer of Food Products

December 2014 · Bulletin of University of Agricultural Sciences and Veterinary Medicine Cluj-Napoca. Horticulture

In the case of food products, the concept of country of origin is frequently present because of the shorter time spend by the consumer during the evaluation of alternatives phase. The aim of this study is to determine the influence of country of origin attribute over the consumer in the case of food products by comparing to attributes like brand, price, package and ingredients. A study was ... [Show full abstract] conducted among the people from Cluj-Napoca in 2013, on a sample of 277 people. The instrument used was the questionnaire which had four parts. A major objective of this study was to investigate if the results obtained by Dosen (2006) in his study will be the same among the Romanian consumers. The first hypothesis considers that the brand is more important in the buying decision-making process that the country of origin. The second one refers to price as being more important than the country of origin. Results indicate that price is more important than all the attributes mentioned: country of origin, ingredients, brand, and package. Country of origin is more important than brand and package. Brand is more important than package. In the present study brand is not more important than the country of origin and price is more important than the country of origin. It can be concluded that the country of origin is an important attribute when referring to food products, but price is the most important one. Package is the least important attribute, so not so many efforts must be spent for it.

Chapter

Smart shopping in the European low cost flight market

January 2007

Before concentrating on the issue to what extent smart shopping contributes to the success in the budget flight sector, the smart shopper consumer profile has to be defined and characterized. It is erroneous to put the smart shopper and the budget shopper on the same pedestal since they differ considerably in their con-sumption preferences, in particular in regard to quality and brand preference. ... [Show full abstract] Hence, in contrast to the budget shopper, the smart shopper is not fixated on low prices in terms of a low absolute amount. In fact, a smart shopper is more con-cerned with obtaining an optimal price performance rate. Equipped with well-defined quality awareness, often combined with a high brand orientation, the smart shopper aspires to acquire high quality products or services at bargain prices respective for these products and to gain price advantages, be they with the original price or compared to other customers.

CONSUMER LOCAL-GLOBAL IDENTITY, BRAND ORIGIN, AND CODE-SWITCHED AD EFFECTIVENESS AMONG MONOLINGUALS

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