An Analysis of Country of Origin Effect Based on The Product-Brand Centric Model

SULHAINI, SULHAINI (2014) An Analysis of Country of Origin Effect Based on The Product-Brand Centric Model. In: IBESS, Juni 2014, Denpasar.

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The study’s main objective was to examine analysing country of origin influence on global brands based on the Product-Brand Centric Model, which assumes that consumers associate image of a country not only with specific capabilities relating to an industry/product category but also with the capability of creating strong global brands. For the purpose of the study, the author focused on global brands originated from Japan and South Korea, i.e. Sony, Toshiba, Samsung and LG, which were famous brands of mobile phone and laptop. The selection of product category and brands was based on product and brand familiarity. The study used convenience sampling technique towards undergraduate students at the Faculty of Economics -The University of Mataram, Indonesia. The study found that South Korea had a better reputation on mobile phone and was able to create a strong brand, i.e. Samsung. Meanwhile, Japan had a higher advantage on laptop leading to better image of Toshiba and Sony. LG was the only brand that could not cultivate its home country’s advantage in producing those products.

Item Type: Conference or Workshop Item (Paper)
Keywords (Kata Kunci): : Product-Brand Centric Model, Country of Origin, Brand Image and Product Image
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi
Depositing User: Mrs Sulhaini Sulhaini
Date Deposited: 20 Mar 2019 09:00
Last Modified: 20 Mar 2019 09:00

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