I hope the below paper can help you. Its a good way to start your search. I suggest you to follow Dr. Ravi Pappu
Article Consumer-based brand equity and country-of-origin relationsh...
Hi, Irma:
A recent research study (Lee, Chen, & Guy, 2014) examined the country-of-origin (COO)'s effect on brand equity, especially when the acquirer brand is afflicted by a low COO image and the acquired brand enjoys a high COO image.
The authors also examined the impact of brand redeployment strategies on brand equity. An online questionnaire in Taiwan was an integral part of the study, and the results indicated that brand redeployment strategies have a positive influence on every dimension of brand equity, while the target dominant strategy has the greatest impact. Regarding the COO effect, the high variance of COO after mergers and acquisitions has more influence on dimensions of brand equity than low variance. In addition, COO variance has the greatest impact on brand loyalty!
- Lee, H., Chen, T., & Guy, B. S. (2014). How the Country-of-Origin Image and Brand Name Redeployment Strategies Affect Acquirers’ Brand Equity After a Merger and Acquisition. Journal Of Global Marketing, 27(3), 191-206.
Hope this helps!
Nadeem
Hello Irma, You can look these few papers from our institute...
The last link is of researcher, who is involved in doing similar researches.
https://www.researchgate.net/profile/Sher_Bhakar2/publications
Chapter A Procedural Guide to Write a Research Paper 60 2 Country of...
Chapter Country of Origin Effect on Consumer Willingness to Buy Fore...
Country of origin also acts as an expressive or image attribute. Expressive motives would embrace esteem, social and self-actualization needs. Image attributes reveal how product use and/or ownership associate the consumer with a group, role or self-image
http://brage.bibsys.no/xmlui/bitstream/id/250889/Dulal.pdf
Irma, you will get some leads this way which might help you deal with a short-term emergency. If, however, you are researching in this general area you need to satisfy yourself that you have checked the whole body of literature and have identified all the relevant major works. Otherwise how can you say with any authority what the state of knowledge is about this subject?
I hope these papers would help support your topic, They Did in my Marketing seminar paper.
Article Does image of country-of-origin matter to brand equity?
Article Country of Origin vs. Consumer Perception: A Literature Review
Hello Irma,
I just posted an article which analyzes COO, Generation Y, and fashion brands, if that's of use. Let me know if you can't access it
Best Regards
Article Customer-based brand equity and firms' performance in the te...
My co-authors and I have written three papers related to this topic and I'd be happy to share them.
In one paper, we introduce the concept of Country of Origin (COO) fit which relates to the consistency or lack of it between brand origin and country of manufacture, which acts as a source of ambiguity. All else equal, this inconsistency reduces product evaluations. This effect is moderated by factors such as: consumers' ambiguity tolerance or a brand's global versus country-specific reputation.
Article Country-of-origin fit: When does a discrepancy between brand...
This work was based off of some work that began in my PhD program in which my co-authors and I first introduced the concept of COO fit, but did not examine the concept in depth.
Article Brand Origin or Product Origin? The Effects of Country of Or...
It led to a more recent article that showed one boundary condition of this effect. In particular, if a brand chooses to manufacture outside of its brand origin in a country of manufacture with a stronger reputation, this leads to improved evaluations.
Article Country of origin non-fit: When country of origin non-fit en...
I hope that this helps!
Dear Irma Shyle,
1. Pappu, R., Quester, P. G., & Cooksey, R. W. (2006). Consumer-based brand equity and country-of-origin relationships: some empirical evidence. European Journal of marketing, 4(5/6), 696-717.
2. Hamzaoui-Essoussi, L., Merunka, D., & Bartikowski, B. (2011). Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality. Journal of Business Research, 64(9), 973-978.
Best regards
Interesting to read so many articles in this area. Not many studies have been carried out in Pakistan.
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