Brand origin identification by consumers: A classification perspective

The authors apply a classification perspective to (1) examine the extent to which consumers can identify the correct country of origin (COO) of different brands of consumer durables, (2) investigate the factors facilitating/hindering correct COO identification, and (3) trace the implications of correct/incorrect COO identification on brand evaluation. The results from a U.K. sample indicate that consumers' ability to classify brands correctly according to their origin is limited and also reveal substantial differences in the classification of different brands to their COO. Moreover, the key antecedent of correct COO identification is consumer ethnocentrism, with sociodemographics (e.g., age, gender) also playing a role. Finally, the authors find that though there are differences in brand evaluations depending on whether the correct COO was identified, such differences are not observed for all brands investigated

The Role of Market Orientation in Advertising Spending during Economic Collapse: The Case of Turkey in 2001

The authors investigate the role of market orientation in advertising spending during economic contraction. They use the 2001 economic collapse in Turkey as the empirical context in which to test hypotheses regarding why some firms increase their advertising spending in a contraction period while the majority of firms cut back. Analyzing market orientation at the level of its intelligence and responsiveness facets, they find the responsiveness facet to be positively associated with increases in advertising spending but observe the intelligence facet to be negatively associated with advertising spending. Importantly, positive shifts in advertising spending during the economic contraction predict better subsequent business performance. The opposing roles of the intelligence and responsiveness facets disappear in a subsequent economic expansion period. These findings have managerial and theoretical implications. Firms that nurture the responsiveness facet of market orientation during economic contractions go against the tide to increase their advertising spending and experience the performance benefits that such countercyclical actions can amass. © 2014, American Marketing Association

On what do consumer product preferences depend?:Determining domestic versus foreign product preferences in an emerging economy market

This study investigates consumer preferences for domestic products in an emerging economy market. We argue that consumer preferences are contingent on the level of consumer ethnocentrism, preferences for different product categories from specific country clusters and those of importers, and consumers’ previous experience with products. The findings suggest that there are significant variations in consumer evaluations of products across specific product categories, country-of-origin, and other multicues. We also find a significant influence of consumer ethnocentrism on preferences for different product categories from specific country clusters when controlling for background variables. Implications for theory and practice and suggestions for future research are discussed