Country Resources,Country Image,and Exports: Country Branding and International Marketing Implications

ABSTRACT

A country's economic, political, and socio-cultural institutions have always been regarded as important determinants of a company's exports and international marketing strategies. With the recent thinking about countries becoming more like a brand, these factors should impact a country's marketing and branding strategies. There has been a call for more research on how countries can use their institutions and resources to enhance their globalization efforts. This study intends to fill this gap by examining the relationships between country institutions and resources, country image, and exports based on institution theory and resource advantage theory. Both archival and primary data for 24 countries over 12 years (1995–2006) were used to assess a random-effects panel data model. The results reveal the significance of economic development and communication infrastructure on exports. In addition, country image was found to indirectly affect exports. The theoretical and practical implications on country branding and international marketing conclude the article.     

Consumer ethnocentrism,product necessity and quality perceptions of Russian consumers

Retail buyers in Russia have indicated that some customers have expressed a desire to purchase domestically produced products over imports. Consumer ethnocentrism has been proposed as a measure to provide retail buyers with the information necessary to market to these consumers. The purpose of this research is to determine if perceived product quality of products differs based on country of origin, product necessity and consumer ethnocentric tendency. A repeated measures ANOVA test indicates that perceived quality differs by necessity, by product, by country. A consumer ethnocentrism effect on the overall model, however, was not significant. We conclude that Russian consumers do perceive differences in product quality based on country of origin and product necessity, but that consumer ethnocentrism does not have an effect on perceived product quality.     

Advertising as Unfavorable Self-Presentation: The Dirty Laundry Effect

Identity appeals—marketing communications that invoke one of the target market's identities—are typically well liked by consumers. In contrast with this notion, this research examines a situation when consumers respond negatively to identity appeals in advertising. Through three studies, we find that identity appeals fail when consumers judge an identity-congruent ad as portraying information about them that they would rather not have widely broadcast. In these cases, self-presentation concerns arise, leading to ad dislike. Thus, although identity-congruent ads resonate with consumers, such ads may lead to negative responses if consumers believe the ad airs their “dirty laundry.” We discuss implications for targeted advertising and identity marketing strategies.     

Individual differences in price responsiveness within and across food brands

Various researchers have reported that in routine grocery shopping the quantity consumers buy varies little across shopping occasions. Even in the presence of promotions, the largest part of promotional sales peaks has been attributed to brand switching. Recent investigations, however, indicated that the quantity consumers buy may include complex intra- and inter-consumer and intra- and inter-brand choice patterns. Using panel data from more than 1500 British consumers purchasing four food products during 52 weeks, the present study examined whether such complex patterns occur and assessed their relative contribution to overall quantity elasticity. Results showed that consumers buy larger quantities when paying lower prices, both within and across brands, and that consumers who buy larger quantities tend to pay lower prices, both within and across brands. The results also indicated that intra-brand price variations, especially those associated with consumers switching across package sizes, account for the largest portion of changes in quantity. Methodological differences might explain discrepancies among previous findings such as the duration of the sample used, the number of brands examined, and the conceptualization of a brand as including or excluding different package sizes.     

Pricing policies for services by facilities with Weibull lifetimes

To make good profits, pricing is a competitive weapon of service firms. This paper is concerned with pricing strategies for services with substantial facility maintenance costs. To address the problem, a mathematical framework that incorporates service demand and facility deterioration is proposed. The facility and customers constitute a service system driven by Poisson arrivals and exponential service times. The most common log-linear customer demand and Weibull-distributed facility lifetime are also adopted. By examining the linkage between customer demand and facility deterioration in profit model, pricing policies of the service are investigated. Then analytical conditions of customer demand and facility lifetime are derived to achieve a unique optimal pricing policy. Finally, numerical examples are presented to illustrate the effects of parameter variations on the optimal pricing policy.     

Problems of migrant workers' return to their home countries

Germany's migration statistics for 1982 and 1983 show, for the first time in some years, an excess of out migration over immigration of foreign workers and their families. What are the problems facing the returnees? How can their modernizing influence on their societies be increased?     

DIMENSIONS OF SATISFACTION WITH PURCHASES OF WOMEN'S DRESSES: BEFORE AND AFTER GARMENT CARE

The purpose of this research was to assess the appropriateness of grouping evaluative criteria used by women in their dress purchases according to instrumental, expressive, and market aspects. Respondents from a random telephone sample were divided into two groups, ‘Care’ and ‘Nocare’, according to whether or not the consumers had cared for (washed or cleaned) their dresses at the time satisfaction was measured. For both groups, factors were generated which were representative of the three aspects of evaluative criteria proposed. The factors reflected expressive, price, selection/size, and performance dimensions of clothing satisfaction. Hence, in analysing clothing satisfaction, researchers must recognize that several functions are served by clothing and reflect these in the research methodology.     

Avoiding a “me” versus “we” dilemma: Using performance management to turn teams into a source of competitive advantage

Teams are pervasive in today's world of work. Unfortunately, in many cases teams do not live up to their promise and, instead, lead to disappointing results. In this installation of Human Performance, we discuss how to design and implement performance management systems that include a good combination of both “me” and “we” considerations. We offer the following research-based recommendations: (1) use measures of individual and team performance, (2) use measures of processes and outcomes, (3) develop performance measures using input from inside and outside the team, (4) gather performance information using sources from inside and outside the team, (5) foster team learning and development, and (6) reward both individual and team performance. We discuss implementation guidelines for each of these recommendations that will help maximize individual and team performance as well as alignment among individual, team, and organizational goals. Implementing performance management systems following our recommendations will help organizations turn teams into an inimitable and sustainable source of competitive human capital advantage.     

Consumer workers as immaterial labour in the converging media markets: three value‐creation practices

This paper takes a practice‐based approach to consumer studies and focuses on the strategic and productive roles that consumers play as immaterial labour or consumer workers in the converging media markets. Based on a case study of a print media organization and its customers, the aim is to discuss the collaborative practices through which value is created in the market. By means of a textual analysis of online and interview data, three value‐creation practices are abstracted and illustrated: constructing a sense of belonging and collective identity, mutual helping and peer support, and building pride and self‐respect. Overall, the paper suggests that in global media environments, consumer‐customers are playing increasingly significant strategic roles in the practices and processes through which value is co‐created in the market. It is therefore concluded that the idea of consumers, and media audiences in particular, as recipients of communication and targets of marketing activities needs to be problematized and the dynamic strategic roles that consumers currently play in the market need to be acknowledged and actively incorporated into the business praxis of media corporations.