Luxury cars Made-in-China: Consequences for brand positioning

Boris Bartikowski, Fernando Fastoso and Heribert Gierl

Journal of Business Research, 2019, vol. 102, issue C, 288-297

Abstract: This research shows that effects of Alden, Steenkamp, and Batra's (1999) consumer-culture positioning strategies (i.e., global, local, or foreign consumer-culture positioning) on consumer attitudes toward brands are contingent on the image of the foreign brand's country of-origin and the communication of a Made-in-China label. In the context of luxury cars in China, we find that Made-in-China acts as a primary cue that overrides both the effect of consumer culture positioning strategies and the effect of the foreign brand's country-of-origin image on consumer attitudes. Consumer-culture positioning strategies differ in their effects on brand attitudes only when advertising does not signal Made-in-China. This research contributes to qualifying the effects of country of brand-origin image and consumer-culture positioning strategies in relation to global luxury brands manufactured in newly industrialized economies.

Keywords: Brand origin image; Consumer culture positioning; Country-of-origin; Country of manufacture; Luxury cars; Made-in-China (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:102:y:2019:i:c:p:288-297

DOI: 10.1016/j.jbusres.2019.01.072

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