The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis

Artur Baldauf, Karen S. Cravens, Adamantios Diamantopoulos and Katharina Zeugner-Roth

Journal of Retailing, 2009, vol. 85, issue 4, 437-452

Abstract: Although both product-country images (PCI) and firm assets such as brand equity have been extensively studied in separate contexts, we know very little about the combined performance effects of these two important constructs in international research. Extant research has investigated brand equity primarily from a consumer perspective, but rarely from the point of view of a retailer. Retailers represent the ultimate participants in the value chain selling the product to consumers. They have the ability to significantly influence consumers’ evaluations and purchase decisions. Based upon existing literature documenting the contributions of PCI and marketing activities on brand equity, this study extends these findings by investigating their effects on retailer-perceived brand equity (RPBE) and ultimate brand profitability performance. Results indicate that both marketing activities and PCI affect retailer-perceived brand equity with PCI also strongly and positively influencing brand profitability performance.

Keywords: Country of origin; Product-country image; Retailer-perceived brand equity; Brand performance (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (23)

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Working Paper: The impact of product-country image and marketing efforts on retailer-perceived brand equity: an empirical analysis (2009)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:85:y:2009:i:4:p:437-452

DOI: 10.1016/j.jretai.2009.04.004

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