.... Brand knowledge is an associative network that consists of brand awareness and brand image. Brand origin misperception Country image Brand strength Research Committee of University of Macau Festinger (1957) defined inconsistency as “x and y are dissonant...

...Dana-Nicoleta Lascu; Zafar U. Ahmed; Irfan Ahmed; Tan Hui Min Purpose Previous research has posited country image to operate at two levels: the country’s macro image, based on general politico-economic descriptors of the country, and the country’s micro image, based on perceptions of products from...

... country image and global consumers’ materialism level on the quality evaluation of Korean cosmetics among consumers in four countries. Design/methodology/approach Data from 900 participants were collected from consumers aged 20 or older living in economically developed countries (the USA and France...

...Hongjoo Woo Purpose The purpose of this paper is to examine an alternate halo model across the context of South Korea, China and India, and provide expanded interrelationships among their major brands’ brand images, country images, general product images and category-specific images (electronics...

... at: byungkwanlee@hotmail.com 21 08 2017 19 02 2018 15 03 2018 17 03 2018 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Country image Brand fit Consumer product knowledge Country-of-origin fit Cross-border strategic brand alliance...

...Haritz Gorostidi-Martinez; Weimin Xu; Xiaokang Zhao Purpose As part of a cross-cultural research, the purpose of this paper is to provide further insights into the existing product-country image (PCI) of the Chinese consumers’ perceptions of Spain, its products, and its people, thereby providing...

...Hongjoo Woo; Byoungho Jin; Bharath Ramkumar Purpose Country image determines consumers’ beliefs toward the country’s products, through halo effect. While the relevant literature is predominantly focused on the context of well-known products from traditionally leading exporters, the purpose...

...Haritz Gorostidi-Martinez; Weimin Xu; Xiaokang Zhao Purpose The purpose of this paper is to facilitate and clarify the perceptions of Spanish consumers towards China, its people, and its products, while outlining the overall contemporary Chinese product-country image (PCI) within the Spanish...

...) review these differences and examine the relationship between the concept of country-related affect (CRA) and country-related product (CRP). Some studies have developed measurement scales of country images (e.g. Martin and Eroglu, 1993 ; Pisharodi and Parameswaran, 1992 ; Parameswaran...

... application. Yamen Koubaa can be contacted at: yamen.koubaa@france-bs.com © Emerald Group Publishing Limited 2014 Modeling Country image Branding models The structural equation modeling (SEM) has got special attention from researchers in the marketing field. Over one-third...