Czasopismo
Tytuł artykułu
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Warianty tytułu
Języki publikacji
Abstrakty
Sri Lanka is emerging as service sector driven economy with the GDP penetration of 50%-60% from service sector. After imposing the open economy policy in 1977, local brands had to gear ahead with intensive competition came from international brands. Telecommunication industry of Sri Lanka has been dominated by international brands, but local brands are strategically promoting the concept of country of origin (CO) or being local as a motive for citizens to deliberately purchase locally originated brands. In this context researchers viewed this branding practice, and selected 200 respondents from four geographical areas under the stratified probability sampling method to investigate the effect of country of origin in terms of brand performance. Both descriptive and inferential statistical analysis executed by PCA (principal component analysis) factor analysis accompanied with testing two hypotheses revealed that Country of Origin (CO) or promoting as being local had impacted less significantly on brand awareness and recalled power development of telecommunication brands against the competitive foreign brands. However, it has a significant impact on brand recalling power.(original abstract)
Rocznik
Tom
Numer
Strony
74--76
Opis fizyczny
Twórcy
autor
- University of Technology
autor
- University of Kelaniya, Sri Lanka
Bibliografia
- Ahmed, S., 1999. "The importance of country images in the formation of consumer product perceptions", International Marketing Review, Vol. 16, No. 2, pp. 108-125.
- Bilkey, W. and Nes, E., 1982. "Country-of-origin effects on product evaluations", Journal of International Business Studies, Vol. 13, pp. 89-99.
- Kim, C. and Chung, J., 1997. "Brand popularity, country image and market share: an empirical study", Journal of International Business Studies, Vol. 28, No. 2, pp. 361-386.
- Lim, J., and Darley, W., 1997. "An assessment of demand artifacts in country-of-origin studies using three alternative approaches", International Marketing Review, Vol. 14, No. 4, pp. 201-217.
- Nebenzahl, I. and Jaffe, E., 1996. "Measuring the joint effect of brand and country image in consumer evaluation of global products", International Marketing Review, Vol. 13, No. 4, pp. 5-22.
- Papadopoulos, N. and Heslop, L., 1993. "What product and country images are and are not", New York, Haworth Press.
- Peterson, R. and Jolibert, A., 1995. "A meta-analysis of country-of-origin effects", Journal of International Business Studies, Vol. 26, No. 4, pp. 883-899.
- Rangaswamy, A. and Krishnamurthi, L., 1991. "Response function estimation using the equity estimator", Journal of Marketing Research, Vol. 28, pp. 72-84.
- Thakor, M. and Kohli, C., 1996. "Brand origin: conceptualization and review", Journal of Consumer Marketing, Vol. 13, No. 3, pp. 27-42.
- Verlegh, P. and Steenkamp, J., 1999. "A review and meta-analysis of country-of-origin research", Journal of Economic Psychology, Vol. 20. pp. 521-546.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171282421