Universität zu Köln

Klein, Kristina ORCID: 0000-0002-2876-7671, Voelckner, Franziska, Bruno, Hernan A., Sattler, Henrik and Bruno, Pascal (2019). Brand Positioning Based on Brand Image-Country Image Fit. Mark. Sci., 38 (3). S. 516 - 539. CATONSVILLE: INFORMS. ISSN 1526-548X

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Abstract

This article proposes that managers may use local consumer culture (LCC), or the culture of one's home country, in their brand-building activities by adapting the brand's positioning to the country image the brand targets. It introduces the concept of brand image-country image (BICI) fit, which measures the extent to which consumers in a specific country perceive a brand image as being congruent with their home country's image. Using more than 350,000 brand-respondent observations across three countries, we develop and empirically illustrate a multiattribute methodology for operationalizing BICI fit and provide robust evidence that BICI fit is positively associated with consumers' brand evaluations. A large number of validity and robustness tests support the proposed BICI fit metric and the findings derived from it. For example, we find that age, education, being female, and need for structure enhance the BICI fit effect, whereas materialism diminishes it. Furthermore, BICI fit matters more in categories that are closely tied to a local cultural context or that are characterized by high purchase risk. Given its multiattribute nature, the proposed BICI fit metric identifies concrete image attributes and thereby provides managers with an effective way to develop or revise LCC positioning plans for their brands.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Klein, Kristina UNSPECIFIED orcid.org/0000-0002-2876-7671 UNSPECIFIED Voelckner, Franziska UNSPECIFIED UNSPECIFIED UNSPECIFIED Bruno, Hernan A. UNSPECIFIED UNSPECIFIED UNSPECIFIED Sattler, Henrik UNSPECIFIED UNSPECIFIED UNSPECIFIED Bruno, Pascal UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-148820
DOI:	10.1287/mksc.2019.1151
Journal or Publication Title:	Mark. Sci.
Volume:	38
Number:	3
Page Range:	S. 516 - 539
Date:	2019
Publisher:	INFORMS
Place of Publication:	CATONSVILLE
ISSN:	1526-548X
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language CONSUMER ATTITUDES; PERSONAL NEED; LOCAL BRANDS; SELF; IMPACT; CATEGORY; IDENTITY; BEHAVIOR; CULTURE; ROLES Multiple languages Business Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/14882