Global Branding and Country of Origin

Creativity and Passion

Gaetano Aiello, Raffaele Donvito, Tiziano Vescovi

• Publisher: Routledge
• Year: 2016
• ISBN:
  9781317625179
• Edition: 1
• Topic: Business
• Subtopic: Business General
• Index: Business

Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field.

This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective.

This book was originally published as a special issue of Journal of Global Scholars Marketing Science.

Creativity and passion between global branding and country of origin roots

Gaetano Aiello^a, Raffaele Donvito^b and Tiziano Vescovi^c

^aDepartment of Economics and Management, University of Florence, Florence, Italy; ^bDepartment of Economics and Management, University of Florence, Florence, Italy; ^cDepartment of Management, IMALab, International Management to Asia, Università Ca’ Foscari, Venice, Italy

This special issue of the Journal of Global Scholars of Marketing Science, “Creativity and Passion between Global Branding and Country of Origin Roots”, includes five articles selected from papers presented during the IMTC/KSMS Joint Symposium 2012 Global Marketing Conference held from 19 to 22 July 2012. The articles in this special issue consider recent issues in marketing theory, research, and practice which are of interest for marketing scholars and readers around the globe. Special issue topics embrace brand–consumer relationships in a global environment, country-of-origin impact on business-to-consumer and business-to-business markets, and creativity at the territorial level from a network perspective.

1.   Introduction

Creativity, global branding and country of origin (CoO) represent conceptual fields generating interest for both academics and practitioners. In the contemporary environment, businesses and customers are continuously developing multi-faceted relations. These are nurtured by global drivers, such as international brands, but also by embedded elements, such as territories and creativity rooted in specific geographical networks. Hence, the influence of brand and CoO on purchase decisions and the nature of the link between brand and consumers created by these decisions are once again key topics in the global management field.

The special issue “Creativity and Passion between Global Branding and Country of Origin Roots” provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. A total of 11 papers were submitted to the IMTC/KSMS Joint Symposium 2012 Global Marketing Conference held from 19 to 22 July 2012. This special issue features five articles selected through several full reviews. The topics of the articles include brand–consumer relationships in a global environment, country-of-origin impact on business-to-consumer and business to business markets, and creativity at the territorial level from a network perspective.

2.   Articles in the special issue

2.1   Modeling links between the decision-making process and luxury brand attachment: an international comparison (Godey et al., 2013)

This research extends the analysis of factors influencing consumer purchase of luxury goods. The effects of brand and country of origin (CoO) on purchase decisions are specifically considered in relation to seven countries (China, France, India, Italy, Japan, Russia, the USA). The research tests the scales of decision-making and brand attachment through exploratory and confirmatory factor analysis. It is also tested The causal model of relationships between decision-making and luxury brand attachment is also tested. The results are interesting in terms of management recommendations for luxury firms aiming to expand internationally into one of the geographic areas covered by this study.

2.2   Creative networks in Florence and Paris: empirical results on project networks (Donvito, Aiello, & Ranfagni, 2013)

This qualitative research addresses the topic of creativity at the territorial level from a network perspective. Its objective is to propose an innovative representational model of creative territorial networks that is suitable for analyzing the management of creativity. The perspective adopted is based on the constructs of “project network” and “network mobilizer”. The empirical research involves the territories of Florence and Paris, which have historically been distinguished by creativity. Managerial implications are derived from the proposed model; actors involved in territorial networks enhance their capability to know their network position and their contribution to creativity generation.

2.3   Country-of-origin effect and firm reputation influence in business-to-business markets with high cultural distance (Cedrola & Battaglia, 2013)

The article aims to verify if the country-of-origin effect matters in industrial sectors, with specific reference to business relations between firms belonging to markets with high cultural distance. The quali-quantitative empirical research analyzes the business models adopted by a sample of Italian firms for operation in the Chinese market, as well as the importance of the CoO effect in B2B relations between Italian and Chinese actors. The results of the analysis seem to confirm the importance of relationships and collaborations between the various actors located in China – corporate reputation and country reputation can jointly affect business relationships between actors belonging to markets with high cultural distance.

2.4   Does country of origin affect brand associations? The case of Italian brands in China (Checchinato, Disegna, & Vescovi, 2013)

In this article the authors aim to evaluate how CoO affects the network of associations generating brand image. An experiment based on correspondence analysis is conducted involving Chinese respondents to test the hypothesis that country stereotypes can be transferred to brands. The results support the recent idea that past research has inflated the influence of CoO information due to some biases in research methods. The authors suggest that marketers have to carefully consider the countries in which they are operating in order to take the decision of whether to use the CoO as an element of the brand identity or not. In emerging (or transitional) countries, a label referring to the macro region (e.g. Europe instead of a specific country) could be preferred.

2.5   Managing favorable product–country match in international markets: the case of “Made in Gessi” (Matarazzo & Resciniti, 2013)

This qualitative research analyzes the case of Gessi, a Made in Italy firm operating in the furnishing industry. The authors aim to interpret how Gessi manages the “Made in Country” and “Made in Brand” constructs in its international marketing strategy. The findings suggest that while Gessi emphasizes the Italian origin of its products, in place of using “Made in Italy”, it has decided to focus on the “Made in Gessi” slogan. It is another specific case of the various relationship typologies between global branding and country of origin constructs.

3.   Conclusion

This special issue aims to provide a real connection between global researchers and practitioners to share ideas and research results in a global marketing perspective. We wish to thank all the authors for giving the editors of this special issue of the Journal of Global Scholars of Marketing Science the opportunity to consider their works. We are very grateful to all the reviewers for their cooperation and efforts. The reviewers had an indispensable role in making the publication of this special issue possible and in refining the quality of each article through their comments. We are thankful for the opportunity to share the latest research and practice in this special issue of the Journal of Global Scholars of Marketing Science, connecting marketing scholars and readers all around the world.

References

Cedrola, E., & Battaglia, L. (2013). Country of origin effect and firm reputation influence in business-to-business markets with high cultural distance. Journal of Global Scholars of Marketing Science, 23(4), 394––408. doi:10.1080/21639159.2013.818280

Checchinato, F., Disegna, M., & Vescovi, T. (2013). Does country of origin affect brand associations? The case of Italian brands in China. Journal of Global Scholars of Marketing Science, 23(4), 409–421. doi:10.1080/21639159.2013.818281

Donvito, R., Aiello, G., & Ranfagni, S. (2013). Creative networks in Florence and Paris: Empirical results on project networks. Journal of Global Scholars of Marketing Science, 23(4), 379–393. doi:10.1080/21639159.2013.818282

Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Tsuchiya, J., Skorobogatykh, I. I., … Singh, R. (2013). Modeling links between the decision-making process and Luxury Brand attachment: An international comparison. Journal of Global Scholars of Marketing Science, 23(4), 361–378. doi:10.1080/21639159.2013.818283

Matarazzo, M., & Resciniti, R. (2013). Managing favorable product-country match in international markets: The case “Made in Gessi”. Journal of Global Scholars of Marketing Science, 23(4), 422–434. doi:10.1080/21639159.2013.818284

Modeling links between the decision-making process and luxury brand attachment: An international comparison

Bruno Godey^a, Daniele Pederzoli^a, Gaetano Aiello^b, Raffaele Donvito^b, Priscilla Chan^c, Junji Tsuchiya^d, Irina Ivanovna Skorobogatykh^e, Bart Weitz^f, Hyunjoo Oh^f and Rahul Singh^g

^aRouen Business School, Mont Saint Aignan, France; ^bDepartment of Management and Economics, University of Florence, Florence, Italy; ^cManchester Metropolitan University, Manchester, United Kingdom; ^dWaseda University, Tokyo, Japan; ^ePlekhanov Russian Academy of Economics, Moscow, Russia; ^fUniversity of Florida, Gainesville, USA; ^gBirla Institute of Management Technology, Greater Noida, Noida, India

This research aims to extend the analysis of the factors influencing consumer purchase of luxury goods. The effects of brand and country of origin (CoO) on the purchase decision are specifically considered. A total sample of 1103 respondents in seven countries (China, France, India, I...

Table of contents

• Cover
• Half Title
• Title Page
• Copyright
• Contents
• Citation Information
• Notes on Contributors
• 1. Creativity and passion between global branding and country of origin roots
• 2. Modeling links between the decision-making process and luxury brand attachment: An international comparison
• 3. Creative Networks in Florence and Paris: empirical results on project networks
• 4. Country-of-origin effect and firm reputation influence in business-to-business markets with high cultural distance
• 5. Does country of origin affect brand associations? The case of Italian brands in China
• 6. Managing favorable product–country match in international markets: The case of “Made in Gessi”
• 7. Effects of atmospherics on emotions and intention with respect to involvement in different shopping environments
• 8. What’s going on in SNS and social commerce?: Qualitative approaches to narcissism, impression management, and e-WOM behavior of consumers
• Index