Country Image, Country Brand Equity and Product Preferences: A Test of two Models
- Author(s)
- Marian Montesinos, Katharina Roth, Adamantios Diamantopoulos, Enrique J. Bigné
- Abstract
This paper applies the construct of brand equity to measure the value of brands originating from a specific country and explores its relationships with country image and product preferences. Specifically, a country brand equity scale is developed (based on Yoo and Donthu¿s (2001) brand equity scale) and empirically tested for its psychometric properties. Subsequently, two models linking country image and product preferences are specified and tested, with country brand equity as an intervening variable. The results indicate (a) that country brand equity is influenced by country image perceptions, (b) that country brand equity positively impacts on product preferences, and (c) that the latter are not directly influenced by country image perceptions. Implications of the findings for future research and managerial practice are considered.
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- External organisation(s)
- Universitat de València
- No. of pages
- 12
- Publication date
- 2006
- Austrian Fields of Science 2012
- 5020 Economics
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/9c256298-fe3e-4043-add1-5d59544b04f1