Marc Fetscherin

The determinants and measurement of a country brand: the country brand strength index

Purpose – A strong country brand can stimulate exports, attract tourism, investments, and immigration. The purpose of this paper is to construct and present a country brand strength index (CBSI) which assesses the strength of a country brand based on objective secondary data.Design/methodology/approach – By applying a company‐based brand equity approach, we present a standardized CBSI.Findings – The results show that the countries with the strongest country brand are smaller, developed countries in Europe. The proposed index leads to results similar to the widely‐used Anholt GfK Roper nation brand index (NBI), which measures perceptions of a country brand based on subjective survey data. Countries that are perceived positively (based on NBI) have a stronger country brand (CBSI) and countries perceived negatively (based on the NBI) have a weak country brand (CBSI). The two indexes are highly and significantly correlated, indicating they measure the same phenomena, although they use different approaches, me...

Corporate Branding: An Interdisciplinary Literature Review

Purpose – This paper aims to examine how scholarly research on corporate branding has evolved using bibliometric author co‐citation analysis of articles published between 1969 and 2008 on corporate branding.Design/methodology/approach – The bibliography was compiled using the ISI Web of Science database. The authors searched articles published between 1969 and 2008 that used terms in their title related to their research scope. Then they used citation mapping to visualize the relationships between and among key works in the field.Findings – The search resulted in 264 papers by 412 authors in 150 journals. The field is notably interdisciplinary, with articles published mainly in business, management, architecture, arts and communications disciplines. The authors found three main approaches to corporate branding research (internal, transactional, external) with seven core research streams: product, service and sponsorship evaluation; corporate and visual identity; employment image and application; corporate...

The effect of product category on consumer brand relationships

Purpose – This paper aims to investigate the effect of product category on consumer brand relationships. Design/methodology/approach – Based on a total of 800 consumers, respondents evaluated their relationship with their favorite brand in one of the four product categories studied (soft drink, mobile phone, shoes, cars). EFA, subsequent CFA, SEM and ANOVA were used to assess these relationships and the product category effect. Findings – The authors find that brand love positively influences brand loyalty and both, influence positively WOM and purchase intention. Looking at the directionality of these relationships, the results show no product category differences. However, the authors found significant differences in terms of their intensity and their effect on the explanation power of the brand outcome variables WOM and purchase intention. Research limitations/implications – The survey was conducted in Brazil and future research should assess the same product categories in other cultural settings as we...

What Type of Relationship Do We Have With Loved Brands

Purpose – The purpose of this paper is to provide a discussion, testing and comparing two different relationship theories and their underlying scales as applied to brand love. Current brand love studies neglect a detailed discussion and analysis of the appropriate relationship theory and underlying measurement scale to be used. Design/methodology/approach – We use a 2 × 2 experimental design where we compare two relationship theories (interpersonal versus parasocial) across two samples (USA and Japan). Model testing were conducted using exploratory factor analysis, confirmatory factor analysis and multi-group structural equation modeling techniques assessing the type of relationship consumers have with loved brands. Findings – Our results show conceptualizing and measuring “brand love” as a parasocial relationship, as compared to interpersonal relationship, leads overall to equal and, in some instances, better results. For both samples, we get stronger relationships between brand love and purchase intenti...

Chinese International Investments

List of Tables List of Figures and Graphs Foreword by Peter Buckley Acknowledgments Notes on Contributors Introduction Ilan Alon, Marc Fetscherin, and Philippe Gugler Part 1: Macro-Environmental Determinants of Chinese Foreign Direct Investment Chapter 1: An Institutional Perspective and the Role of the State for Chinese OFDI Bing Ren, Hao Liang, and Ying Zheng Chapter 2: Home Country Macroeconomic Determinants of Chinese OFDI William Wei, Ilan Alon, and Liqiang Ni Chapter 3: The Role of Country of Origin and Chinese OFDI Paz Estrella Tolentino Chapter 4: Chinese SWFs : At the Crossroad between the Visible and the Invisible Hand Philippe Gugler, Michael Keller, and Laura Vanoli Part 2: Micro-Environmental Determinants of Chinese Foreign Direct Investment Chapter 5: Motives and Patterns of Reverse FDI by Chinese Manufacturing Firms Xiaobo Wu, Wanling Ding, and Yongjiang Shi Chapter 6: A Two-way Causal Link between Internationalization and CEO Equity Ownership in Chinese Firms Xiaohui Liu and Jiangyong Lu Chapter 7: Effects of Absorptive Capacity on International Acquisitions of Chinese Firms Ping Deng Part 3: Chinese FDI in Europe and North America Chapter 8: Push and Pull Factors for Chinese OFDI in Europe Yun Schuler-Zhou, Margot Schuller, and Magnus Brod Chapter 9: The rise of Chinese outward FDI in Europe Jan Knoerich Chapter 10: Chinese M&A in Germany Yipeng Liu and Michael Woywode Chapter 11: Chinese Migration in Europe Anja Michaela Fladrich Chapter 12: Chinese State-Controlled Funds and Entities in Canada Xiaohua Lin and Qianyu Chen Part 4: Chinese FDI in the Africa Chapter 13: Chinese OFDI in Africa: Trends, Prospects and Threats Gayle Allard Chapter 14: Chinese OFDI in Sub-Saharan Africa Raphael Kaplinsky and Mike Morris Part 5: Cases of Chinese Foreign Direct Investment Chapter 15: The Case of Florida Splendid China Wenxian Zhang Chapter 16: Benelli and QJ Compete in the International Motorbike Arena Francesca Spigarelli, William Wei, and Ilan Alon Chapter 17: Geelys Internationalization and Volvos Acquisition Philippe Gugler and Marc Fetscherin Final Reflections Ilan Alon, Marc Fetscherin, and Philippe Gugler

The Main Determinants of Bollywood Movie Box Office Sales

ABSTRACT The Indian film industry produces more movies and sells more tickets than any other movie industry, with revenues second only to those of the U.S. film industry. We employ a two-by-two research design to investigate the main determinants of Indian movie sales overseas using two measures of movie performance for two countries of destination. By examining data and testing our hypotheses on a sample of 330 films, we identify effects related to brand, product, distribution, and consumers during opening week as well as total box office sales both individually and collectively. Results show that the groups of variables affecting Bollywood opening week sales for both countries of destination are identical in sequence and importance (distribution, product, brand, consumer variables). For total box office sales, they are similar, with the exception of the first group. For the United Kingdom, consumer-related variables predominate while distribution-related variables predominate in the United States, followed then for both countries by product- and brand-related variables. Results underscore previous findings for Hollywood movies, indicating that movie success factors are global rather than regional or national.

The State of Research on Multinationals and Emerging Markets

The purpose of this article is to investigate the state of research on multinationals and emerging markets. For this we look at existing literature from the disparate fields in which multinationals and emerging markets have been explored in the last forty years (1968‐2008). The paper finds that there is a plethora of material on multinationals and emerging markets and our bibliographical search resulted in 1,282 articles with 2,174 authors published in 514 journals. The three dominant disciplines and their underlying journals are management, business and economics accounting together about seventy percent of all publications. In the case of the management and business journals, the top ten percent account for fourty‐three percent of all publications and fifty percent of all citations. The most productive and influential journals are JIBS and HBR.

Country of Origin Effect on U.S. Consumers’ Brand Personality Perception of Automobiles from China and India

Chinese and Indian car manufacturers are entering developed markets. The question arises how they will be perceived by consumers from those countries. Using the multi‐dimensional brand personality scale, this paper provides an explorative study of the country of origin effect on U.S. consumers’ brand perception of automobiles from China and India. Our multivariate analysis of variance shows differences in terms of brand excitement, brand competence, brand sophistication, and brand ruggedness. Our results indicate that the Chinese car is perceived to be more daring, up‐to‐date, and outdoorsy than the Indian and U.S. car; more intelligent, successful, and upper‐class than the Indian car; and more charming than the U.S. car. The U.S. car is perceived as more successful than the Indian car.

Determinants and outcomes of brand hate

Purpose The purpose of this paper is to explore and discuss the concept of brand hate. The authors present a taxonomy of the main determinants and outcomes of brand hate and empirically assess our model. Design/methodology/approach A survey design using cross-sectional primary data from 224 German consumers was used. Hypotheses related to determinants and outcomes of brand hate were tested by means of structural equation modelling. Findings Findings show that brand hate is triggered by three determinants (negative past experience, symbolic incongruity, ideological incompatibility) and leads to three behavioral outcomes (brand avoidance, negative word-of mouth, brand retaliation). Originality/value This paper explores and outlines theoretically and empirically the determinants and outcomes of brand hate. It also provides a useful taxonomy of brand hate.

Export competitiveness patterns in Indian industries

Purpose – The purpose of this paper is to measure and analyze industry export competitiveness of India and it tries to achieve this by presenting a multi‐dimensional framework for measuring and illustrating industry export competitiveness.Design/methodology/approach – The framework considers industry specialization, industry export growth rate, and relative export market share for a dataset of 97 different Indian industries over a five year period (2001‐2005).Findings – The analyses identifies four different types of industry groups, namely domestic static, domestic dynamic, global dynamic and global static. The result shows that the majority of Indian industries are dynamic and growing faster than the world export growth rate for the period of study. A total of 40 percent of Indias industries are more global, in terms of industry specialization, compared to the world average, with such highly specialized industries as silk, gums, carpets and textiles, floor coverings, pearls, precious stones and metals....