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Ways to neutralize the country-of-origin effect in the emerging market firms international branding

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  • Witek-Hajduk Marzanna Katarzyna

    (Collegium of World Economy, SGH Warsaw School of Economics, Warsaw, Poland.)

  • Grudecka Anna

    (Collegium of World Economy, SGH Warsaw School of Economics, Warsaw, Poland.)

Abstract

Paper’s objectives The purpose of this paper is to examine the ways in which to neutralize the country-of-origin (COO) effect (COE) in the emerging market of firms’ international branding. Design/methods applied/approach used A multiple-case study of five companies from European and Asian emerging markets – owners of household appliances brands, with data sourced from in-depth interviews and secondary sources. Findings Companies from emerging markets neutralize the genuine COO in their international branding in various ways, for example, by applying brand or sub-brand names that do not refer to the genuine country-of-brand-origin, using slogans in foreign languages or establishing brand alliances with partners from developed countries. Originality/value This study offers original insights fostering a better understanding of international branding strategies applied by emerging market companies by identifying the ways they neutralize the COE both at the brand concept level and brand marketing communication tools.

Suggested Citation

  • Witek-Hajduk Marzanna Katarzyna & Grudecka Anna, 2023. "Ways to neutralize the country-of-origin effect in the emerging market firms international branding," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 59(1), pages 46-56, March.
    • Handle: RePEc:vrs:ijomae:v:59:y:2023:i:1:p:46-56:n:4
    DOI: 10.2478/ijme-2022-0027
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    References listed on IDEAS

    as
    1. Sangwon Lee, 2019. "When does the developing country brand name alleviate the brand origin effect? Interplay of brand name and brand origin," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 15(2), pages 387-402, August.
    2. Tavoletti, Ernesto & Stephens, Robert D. & Taras, Vas & Dong, Longzhu, 2022. "Nationality biases in peer evaluations: The country-of-origin effect in global virtual teams," International Business Review, Elsevier, vol. 31(2).
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    4. Hakala, I. & Toppinen, A. & Autio, M., 2014. "Does country of origin matter? Qualitative analysis of young," 2014, Number 45, May 22-24, 2014, Uppsala, Sweden, Scandinavian Forest Economics: Proceedings of the Biennial Meeting of the Scandinavian Society of Forest Economics, vol. 2014(45), pages 1-8, December.
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    More about this item

    Keywords

    country-of-origin; emerging markets firms; international branding; neutralization of the COO effect;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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