经济衰退期间的品牌起源效应:来自新兴市场的证据

IF 4.9 2区 管理学 Q1 BUSINESS Journal of International Marketing Pub Date : 2023-01-18 DOI:10.1177/1069031X231154483
Vitor Azzari, Felipe Zambaldi, L. Guissoni, Jonny Mateus Rodrigues, Eusebio Scornavacca
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引用次数: 3

摘要

本研究运用信号传导理论的观点,探讨了在经济紧缩时期,感知的原产国对品牌绩效的影响。作者指定了一个将品牌市场份额与经济衰退时期联系起来的计量经济模型,并分析了品牌起源感知与品牌市场份额之间的相互作用。他们在四年的包装消费品品牌纵向数据上测试了这个模型,并结合了一份自我管理的消费者问卷来推断消费者对品牌来源的看法。作者发现,经济收缩对不同原产国品牌的影响是不同的。结果表明,消费者最认同的国产品牌的市场份额在经济萎缩期间比他们认为的外国品牌遭受更大的损害。本文的主要贡献在于更好地理解品牌对经济收缩的抵抗力,这是基于它们所感知的原产国。此外,作者还根据品牌的原产地认知和国家的经济状况,为品牌提供了战略建议。
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Brand Origin Effects During Economic Declines: Evidence from an Emerging Market
Drawing on the signaling theory perspective, this study examines the effect of perceived country of origin on brand performance during economic contractions. The authors specify an econometric model linking brand market share to recession periods and analyze the interaction with brand origin perception. They test the model on four years of longitudinal data on consumer packaged goods brands combined with a self-administrated consumer questionnaire to infer consumers’ perceptions about brands’ origins. The authors find that economic contractions differentially affect brands with different country-of-origin perceptions. The results indicate that the market share of brands that customers most identify as domestic suffers more damage during contractions than brands they perceive as foreign. The main contribution of this article is in generating a better understanding of brands’ resistance to economic contractions based on their perceived country of origin. Moreover, the authors provide strategic recommendations to brands based on their origin perception and the country's economic situation.
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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