IDEAS home Printed from https://ideas.repec.org/a/zag/market/v33y2021i2p221-238.html
   My bibliography  Save this article

The Importance of Country-of-Origin Construct Dimensions in Destination Brand Building

Author

Listed:
  • Zoran Krupka

    (University of Zagreb, Faculty of Economics & Business)

  • Mateja Mirt

    (Coca Cola Hellenic Bottling Company)

  • Đurđana Ozretić Došen

    (University of Zagreb, Faculty of Economics & Business)

Abstract

Purpose – The primary purpose of this paper is to analyze the relationship between the country-of-origin (COO) construct and destination brand building (DBB) to reveal whether the COO construct and its dimensions are important for DBB. More specifically, the paper explores whether COO construct dimensions can impact destination branding. Design/Methodology/Approach – The research was conducted using a self-administered questionnaire on a sample of 409 respondents from the United States and Croatia. SPSS was used for data analysis. Findings and implications – While the COO is relevant for DBB, it cannot be used in the same manner as in product/service branding. Certain COO dimensions which are extremely important for product/service brands (e.g., level of technological development, standard of living) are not as critical for DBB. The political situation and perceived safety are COO dimensions that have proven to be important in the context of DBB. Limitations – The main limitation of the paper arises from sampling, relying on Facebook and LinkedIn for questionnaire distribution. Originality – With this research, we are decomposing the COO construct and investigating the impact of its dimensions on DBB.

Suggested Citation

  • Zoran Krupka & Mateja Mirt & Đurđana Ozretić Došen, 2021. "The Importance of Country-of-Origin Construct Dimensions in Destination Brand Building," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(2), pages 221-238.
    • Handle: RePEc:zag:market:v:33:y:2021:i:2:p:221-238
    DOI: 10.22598/mt/2021.33.2.221
    as

    Download full text from publisher

    File URL: https://doi.org/10.22598/mt/2021.33.2.221
    Download Restriction: None
    File URL: https://libkey.io/10.22598/mt/2021.33.2.221?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Pereira, Arun & Hsu, Chin-Chun & Kundu, Sumit K., 2005. "Country-of-origin image: measurement and cross-national testing," Journal of Business Research, Elsevier, vol. 58(1), pages 103-106, January.
    2. Uddin, Md Akther & Ali, Md Hakim & Masih, Mansur, 2017. "Political stability and growth: An application of dynamic GMM and quantile regression," Economic Modelling, Elsevier, vol. 64(C), pages 610-625.
    3. Cherniwchan, Jevan, 2012. "Economic growth, industrialization, and the environment," Resource and Energy Economics, Elsevier, vol. 34(4), pages 442-467.
    4. Godey, Bruno & Pederzoli, Daniele & Aiello, Gaetano & Donvito, Raffaele & Chan, Priscilla & Oh, Hyunjoo & Singh, Rahul & Skorobogatykh, Irina I. & Tsuchiya, Junji & Weitz, Bart, 2012. "Brand and country-of-origin effect on consumers' decision to purchase luxury products," Journal of Business Research, Elsevier, vol. 65(10), pages 1461-1470.
    5. C Min Han & Vern Terpstra, 1988. "Country-Of-Origin Effects for Uni-National and Bi-National Products," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 19(2), pages 235-255, June.
    6. Erich Kirchler & Florian Fischer & Erik Hölzl, 2010. "Price and its Relation to Objective and Subjective Product Quality: Evidence from the Austrian Market," Journal of Consumer Policy, Springer, vol. 33(3), pages 275-286, September.
    7. Alvarez, Maria D. & Campo, Sara, 2014. "The influence of political conflicts on country image and intention to visit: A study of Israel's image," Tourism Management, Elsevier, vol. 40(C), pages 70-78.
    8. Ravi Pappu & Pascale G Quester & Ray W Cooksey, 2007. "Country image and consumer-based brand equity: relationships and implications for international marketing," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(5), pages 726-745, September.
    9. Erickson, Gary M & Johansson, Johny K & Chao, Paul, 1984. "Image Variables in Multi-Attribute Product Evaluations: Country-of-Origin Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(2), pages 694-699, September.
    10. Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(3), pages 477-497, September.
    11. Veasna, Sou & Wu, Wann-Yih & Huang, Chu-Hsin, 2013. "The impact of destination source credibility on destination satisfaction: The mediating effects of destination attachment and destination image," Tourism Management, Elsevier, vol. 36(C), pages 511-526.
    12. Dowrick, Steve & Dunlop, Yvonne & Quiggin, John, 2003. "Social indicators and comparisons of living standards," Journal of Development Economics, Elsevier, vol. 70(2), pages 501-529, April.
    13. Maheswaran, Durairaj, 1994. "Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 354-365, September.
    14. Militiades N. Georgiou & Nicholas Kyriazis & Emmanouil M. L. Economou, 2015. "Democracy, Political Stability and Economic performance. A Panel Data Analysis," Journal of Risk & Control, Risk Market Journals, vol. 2(1), pages 1-18.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Godey, Bruno & Pederzoli, Daniele & Aiello, Gaetano & Donvito, Raffaele & Chan, Priscilla & Oh, Hyunjoo & Singh, Rahul & Skorobogatykh, Irina I. & Tsuchiya, Junji & Weitz, Bart, 2012. "Brand and country-of-origin effect on consumers' decision to purchase luxury products," Journal of Business Research, Elsevier, vol. 65(10), pages 1461-1470.
    2. Rodrigo, Padmali & Khan, Hina & Ekinci, Yuksel, 2019. "The determinants of foreign product preference amongst elite consumers in an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 139-148.
    3. Carneiro, Jorge & Faria, Flávio, 2016. "Quest for purposefully designed conceptualization of the country-of-origin image construct," Journal of Business Research, Elsevier, vol. 69(10), pages 4411-4420.
    4. Saeed Samiee & Brian R. Chabowski, 2021. "Knowledge structure in product- and brand origin–related research," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 947-968, September.
    5. Fong, Cher-Min & Lee, Chun-Ling & Du, Yunzhou, 2015. "Consumer animosity and foreign direct investment: An investigation of consumer responses," International Business Review, Elsevier, vol. 24(1), pages 23-32.
    6. Bartikowski, Boris & Fastoso, Fernando & Gierl, Heribert, 2019. "Luxury cars Made-in-China: Consequences for brand positioning," Journal of Business Research, Elsevier, vol. 102(C), pages 288-297.
    7. Cuffaro, Nadia & Di Giacinto, Marina, 2015. "Credence goods, consumers’ trust in regulation and high quality exports," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 4(2), pages 1-19, August.
    8. Aby Abraham & Sanjay Patro, 2014. "‘Country-of-Origin’ Effect and Consumer Decision-making," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(3), pages 309-318, August.
    9. Ana Maria Parente Laverde, 2014. "Country of origin effect: the case of colombian automobile consumers," Revista Ciencias Estratégicas, Universidad Pontificia Bolivariana, December.
    10. Sharmuud Haliun & Seong-Do Cho, 2015. "The Effects of Korean Country-of-Origin on Mongolian Consumer Product Evaluation and Purchase Intention," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(1), pages 4-14.
    11. Roth, Katharina P. & Diamantopoulos, Adamantios, 2009. "Advancing the country image construct," Journal of Business Research, Elsevier, vol. 62(7), pages 726-740, July.
    12. Bruhn, Manfred & Schwarz, Jürgen & Batt, Verena, 2012. "Swissness als Erfolgsfaktor – Einsatz des Country-of-Origin zur Stärkung von Marken-Konsumenten-Beziehungen und der Markenbindung," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 66(2), pages 153-179.
    13. Manrai, Lalita A. & Lascu, Dana-Nicoleta & Manrai, Ajay K., 1998. "Interactive effects of country of origin and product category on product evaluations," International Business Review, Elsevier, vol. 7(6), pages 591-615, November.
    14. Reichert, Michael Justus & Fantapié-Altobelli, Claudia, 2016. "Country-of-origin effects in industrial goods markets: Do country-of-origin image effects differ for different buying center members?," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 9(2), pages 623-649.
    15. Cristel Russell & Dale Russell, 2010. "Guilty by stereotypic association: Country animosity and brand prejudice and discrimination," Marketing Letters, Springer, vol. 21(4), pages 413-425, December.
    16. Eng, Teck-Yong & Ozdemir, Sena & Michelson, Grant, 2016. "Brand origin and country of production congruity: Evidence from the UK and China," Journal of Business Research, Elsevier, vol. 69(12), pages 5703-5711.
    17. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    18. Amine, Lyn Suzanne, 2008. "Country-of-origin, animosity and consumer response: Marketing implications of anti-Americanism and Francophobia," International Business Review, Elsevier, vol. 17(4), pages 402-422, August.
    19. Sheng Yang CHIU, 2015. "Local vs. Global Brands: Country-of-Origin’s Effect on Consumer-based Brand Equity among Status-Seekers," Journal of Economics and Behavioral Studies, AMH International, vol. 7(3), pages 6-13.
    20. Story, John W., 2005. "The effects of perceived technological incongruence on perceptions of fit between countries, products, and attributes," Journal of Business Research, Elsevier, vol. 58(10), pages 1310-1319, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:market:v:33:y:2021:i:2:p:221-238. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tanja Komarac (email available below). General contact details of provider: https://edirc.repec.org/data/fefzghr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.