publication . Article . 2011

Towards an integrative framework of brand country of origin recognition determinants : a cross-classified hierarchical model

Cerviño, Julio;
Open Access English
  • Published: 01 Jan 2011
  • Publisher: Emerald
  • Country: Spain
Abstract
To propose a framework integrating the types and levels of the determinants of brand CO recognition and to provide evidence on Internet users’ brand CO recognition rates using a sample of multi-regional and global brands from a variety of product categories and countries. We integrate 'level-1' consumer and brand characteristics and 'level-2' product category and country effects in a single framework. Data obtained through an original on-line survey hosted by Yahoo provide the basis for the empirical analysis. Seven hypotheses are tested using a two-level cross-classified random-effect model (‘HCM2’) : (a) Education is positively related with brand CO recognitio...
Subjects
free text keywords: Brand awareness, Country of origin, Brand CO recognition, Cross-classified hierarchical model, International marketing, Empresa
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