The country of distribution effect on the brand attitude change

Authors

  • José Mauro da Costa Hernandez Centro Universitário da FEI
  • Patrícia da Costa Medeiros Centro Universitário da FEI

DOI:

https://doi.org/10.18568/1980-4865.9220-38

Keywords:

Country of distribution effect, Country of origin effect, Brand management, Brand globalness, Consumer behavior

Abstract

This research investigates the country of distribution effect on the change of attitudes towards a brand. Country of distribution is defined as the results (positive or negative) obtained by a brand when it communicates to be distributed in a foreigner locale. The results of three experiments demonstrate that the country of distribution effect is higher when the country is a traditional manufacturer (vs. non-traditional manufacturer) of the brand’s product category. Further, the country of distribution effect is higher for high quality (vs. low quality) brands and is moderated by the perceived success of the brand in the distribution country.

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Author Biographies

José Mauro da Costa Hernandez, Centro Universitário da FEI

Professor no Programa de Mestrado Acadêmico em Administração no Centro Universitário da FEI

Patrícia da Costa Medeiros, Centro Universitário da FEI

Mestre em Administração pelo Centro Universitário da FEI

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Published

2014-08-25

How to Cite

Hernandez, J. M. da C., & Medeiros, P. da C. (2014). The country of distribution effect on the brand attitude change. Internext - International Business and Management Review, 9(2), 20–38. https://doi.org/10.18568/1980-4865.9220-38

Issue

Vol. 9 No. 2 (2014): MAIO/AGOSTO

Section

Fórum de Marketing Internacional

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