Please use this identifier to cite or link to this item: https://hdl.handle.net/1959.11/15183
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dc.contributor.authorPappu, Ravi Sankaren
dc.contributor.authorCooksey, Rayen
dc.contributor.authorQuester, Pascaleen
dc.contributor.authorRossiter, Johnen
dc.date.accessioned2014-06-03T15:53:00Z
dc.date.created2003en
dc.date.issued2004en
dc.identifier.urihttps://hdl.handle.net/1959.11/15183en
dc.description.abstractBuilding brand equity is considered an important part of brand management. Increasingly, brands from one country are available to consumers in other countries. The country-of-origin is an important marketing variable influencing consumer product evaluations, purchasing decisions and brand images. Hence, marketers must understand the impact of country-of-origin on a brand's equity. However, the extant literature does not explain clearly how the country-of-origin of a brand affects its equity. The present research develops a theoretical framework explaining the impact of country-of-origin of a brand on its consumer-based equity, in a selected product category, in a given market. Brand equity was conceptualised as a combination of brand awareness, brand associations, perceived quality and attitudinal brand loyalty. Country-of-origin was defined as the 'country in which the product is made'. An empirical study was designed to test this framework and a model was tested in two product categories, televisions and cars. Three brands in each product category were included in the study. Data were collected from a systematic sample of 672 consumers, drawn from a major shopping mall in an Australian state capital, using a structured questionnaire incorporating a doubly-multivariate design. Respondents' macro and micro-country images were measured using pre-existing and previously used scales, modified using a pilot study. Brand equity was measured using a composite of different measures from the literature. Confirmatory factor analysis established support for the hypothesised four-dimensional model of consumer-based brand equity for both product categories and across six brands. Multivariate analysis of variance of the data derived from the confirmatory factor analysis indicated that consumer-based brand equity significantly varied according to the (i) country-of-origin of the brand (ii) product category and (iii) brand name within a product category. Canonical correlation analysis indicated that consumer-based equity of a brand was positively related to both macro and micro images of the country-of-origin of the brand. Overall, the results supported the proposed framework. The present research contributes to the area of country-of-origin effects and extends existing theory on brand equity by incorporating into it country-of-origin effects. These results have implications for international marketing managers.en
dc.languageenen
dc.titleEvaluation of a Theoretical Framework for Explaining the Interrelationships Between Country-of-Origin Effects and Consumer-Based Brand Equityen
dc.typeThesis Doctoralen
dcterms.accessRightsUNE Greenen
local.contributor.firstnameRavi Sankaren
local.contributor.firstnameRayen
local.contributor.firstnamePascaleen
local.contributor.firstnameJohnen
dcterms.RightsStatementCopyright 2003 - Ravi Sankar Pappuen
dc.date.conferred2004en
local.thesis.degreelevelDoctoralen
local.thesis.degreenameDoctor of Philosophyen
local.contributor.grantorUniversity of New Englanden
local.profile.emailrcooksey@une.edu.auen
local.output.categoryT2en
local.record.placeauen
local.record.institutionUniversity of New Englanden
local.identifier.epublicationsrecordvtls008693391en
local.access.fulltextYesen
local.contributor.lastnamePappuen
local.contributor.lastnameCookseyen
local.contributor.lastnameQuesteren
local.contributor.lastnameRossiteren
dc.identifier.staffune-id:rpappuen
dc.identifier.staffune-id:rcookseyen
local.profile.roleauthoren
local.profile.rolesupervisoren
local.profile.rolesupervisoren
local.profile.rolesupervisoren
local.identifier.unepublicationidune:15399en
local.identifier.handlehttps://hdl.handle.net/1959.11/15183en
dc.identifier.academiclevelAcademicen
local.title.maintitleEvaluation of a Theoretical Framework for Explaining the Interrelationships Between Country-of-Origin Effects and Consumer-Based Brand Equityen
local.output.categorydescriptionT2 Thesis - Doctorate by Researchen
local.description.statisticsepubsVisitors: 794<br />Views: 774<br />Downloads: 44en
local.thesis.borndigitalnoen
Appears in Collections:Thesis Doctoral
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