Purpose

The objective of this study is to offer a longitudinal examination of country image, consumers’ brand origin recognition accuracy, and how their effects on brand evaluations have evolved over the last decade.

Design/methodology/approach

The authors compare data gathered in 2020 against data gathered in 2008. Each data set consists of more than 500 American consumers evaluating approximately 12 different brands from three separate industries (i.e. auto, television, and fashion).

Findings

The findings indicate that country image can evolve over time and that its effect on brand evaluation persists even when inaccurate brand origin associations are made. The study offers meaningful insights for managers in understanding how brands’ country associations affect corresponding brand attitudes.

Originality/value

Significant research attention has been focused on the effects of country image. However, longitudinal analysis of the same research questions has been rare. This study offers a valuable comparison of how several important country-image related issues have evolved over time.

中文翻译：

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国家形象与品牌起源效应的纵向分析

目的

本研究的目的是对国家形象、消费者的品牌来源识别准确性以及它们对品牌评估的影响在过去十年中的演变进行纵向检查。

设计/方法/方法

作者将 2020 年收集的数据与 2008 年收集的数据进行了比较。每个数据集由 500 多名美国消费者组成，他们评估来自三个不同行业（即汽车、电视和时尚）的大约 12 个不同品牌。

发现

研究结果表明，国家形象会随着时间的推移而演变，即使做出不准确的品牌起源联想，它对品牌评价的影响也会持续存在。该研究为管理者了解品牌的国家联想如何影响相应的品牌态度提供了有意义的见解。

原创性/价值

重要的研究注意力集中在国家形象的影响上。然而，对相同研究问题的纵向分析很少见。这项研究提供了一个有价值的比较，比较了几个重要的国家形象相关问题是如何随着时间的推移而演变的。