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

• Autorzy: Marzanna K. Witek-Hajduk , Anna Grudecka
• Języki publikacji: EN

Abstrakty

EN

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.(original abstract)

Słowa kluczowe

EN

Country of origin (COO); Product brand; Emerging markets

PL

Kraj pochodzenia produktu; Marka produktu; Rynki wschodzące

• Czasopismo: International Journal of Management and Economics
• Rocznik: 2023
• Tom: 59
• Numer: nr 1
• Strony: 46--56

Twórcy

autor

Marzanna K. Witek-Hajduk

• Warsaw School of Economics, Poland

autor

Anna Grudecka

• Warsaw School of Economics, Poland

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Identyfikatory

DOI

https://doi.org/10.2478/ijme-2022-0027