foreign brands in Italy and Spain. Significant differences in country‐specific brand images were identified within the …

design (COD), country of manufacture (COM), and brand image on consumers' perceptions of bi‐national products. A … comprehensive model broadens country‐of‐origin literature by incorporating brand image and the concepts of fit and congruity … borrowed from brand extension research. Perceptual (in) coherences that might exist among COD, COM, and the brand are …

Purpose – The purpose of this paper is to propose and test a model that shows how extending a brand affects the overall … brand image. The relations between the relevant variables in brand extension strategies in the UK and Spanish markets are … analysed to determine if the brand extension strategies have the same effect on brand image. Design/methodology/approach – An …

Purpose – A strong country brand can stimulate exports, attract tourism, investments, and immigration. The purpose of … this paper is to construct and present a country brand strength index (CBSI) which assesses the strength of a country brand … based on objective secondary data. Design/methodology/approach – By applying a company‐based brand equity approach, we …

Purpose – The brand management literature argues that the standardization of branding strategy across global markets … leads to consistent and well‐defined brand meaning. The paper aims to challenge this thesis by empirically examining whether … and how global brands travel with consumers. The paper studies how consumers create brand meanings at home and abroad as …

Purpose – The purpose of this paper is to offer a new perspective of country of origin effects on consumers' brand … automobiles from two countries with respect to the country of origin of the brand (COB) and the country of manufacturing (COM) of … that same brand. Design/methodology/approach – An experimental design was used to investigate developed country consumers …

investigates the relative impact of COI and brand image as independent drivers (“orthogonality” perspective), and as causally … the effects of brand familiarity, the analysis shows that COI impacts purchase intentions indirectly in that its influence … is fully mediated by brand image. These findings are consistent with an “irradiation” perspective of COI effects and …

States that few studies have attempted to measure the joint effect of brand and country images, or the dimensions of …’ perception of brand and country image dimensions when sourced internationally. Brand‐country image profiles were factor analysed … to provide dimensions of each brand‐country combination. Shows that consumer perception of product value changes …