Effects Of Country Of Origin On The Samsung

Customer perception of a brand is based on how the company positions its brand in the marketing to generate that impression in their minds. This positioning is based on the company’s market position and its competitors’ positions.

Research on brand origin and perceived value. D 'Antone and Merunka (2015) found that brand origin (BO) inferences influence brand meanings and consumers rely on impoverished forms of origin-related brand exemplars when BO is unclear. They argued that including

Customer’s perception about the particular product is defined as a brand image. In recent days, building a strong brand has been proved to bring financial rewards to organization and becomes a top priority. It is regarded as hard core of any products and services, from small fruit juice shop to multinational organizations. The food manufacturing companies

Regarding the issue of consumer behaviour, organisations could improve their perceived quality of their brands (Keller 2001) whilst adjusting their marketing strategies to enhance the brand image (Simmons 2007)

Company has to make the marketing strategies for making the product success in the market. And those general strategies would be effecting in different context throughout the company. To enter into the global market company has to use different signs, symbols, shape, slogans, by which is easily understandable to that country because if the product is not easily memorable to customers then they will easily move to the substitute product and then the product will have a chance for failure in that market. So before entering into the global market company has to research all the taste and preference of that country because to enter in to the new market it wants a very huge expense.

Perceived value is depended on extrinsic and intrinsic characteristic directly as two journals that studied on the effects of extrinsic perceived cues consumer perception of quality, sacrifice and value (R. Kenneth Teas, and Sanjeev Agarwal 2000). Cross- National applicability of a perceived quality model (Sanjeev Agarwal and R. Kenneth Teas 2002) explained extrinsic attribute as Brand Name and store Name. The two characteristic are positively direct to perceived value. The redemption effort is likely to have a negative influence on perceptions of the value (Jeanne Lauren Munger; Dhruv Grewal 2001), perceived quality, value perception, price acceptability are positively associate purchase intentions. (Sanjeev Agarwal and R. Kenneth Teas 2004) investigation the generalizability of a model that predicts consumers’ perception of value based upon extrinsic cues – such as brand name, price, retailer reputation, location and country of origin – and their perceptions of quality, sacrifice, and

University of Cincinnati To date, considerable research effort has been made to determine whether country of origin affects consumers ' product evaluations. Previous studies in industrial (for example White, 1977; White and Cundiff, 1978) and consumer buying (see for example, Andersen and Cunningham, 1972; Lillis and Narayana, 1974; Gaedeke, 1973; Han and Terpstra, 1988) have shown the country of origin to be a salient cue in buyers ' evaluations of

One of the challenges for international expansion is to know how to deal with cultural difference. “Some companies tend to overcompensate and become oversensitive to local culture - enough so that they lose the identity of the brand that made them successful in other markets.” (Top Challenges for International Expansion, 2012) Culture is a necessary item that need to consider because the awareness of real market needs is increasing. The most difficult section is to know how to modify the products according to different countries. At the same time, the firm also need to be careful cannot lose their core value. It is hard for the firm to maintain the balance when expand the firm internationally. The failure of many ventures and product launches in foreign countries is be traced largely to the marketer’s lack of familiarity with the foreign culture, customers and languages. (Marketing,

Although it is apparent that customer-based brand equity has multiple dimensions, there is no general agreement in current marketing literature as to the nature and content of these dimensions. Previous research has proposed two (e.g., Faircloth, Capella, & Alford, 2001; Keller, 1993), three (e.g., Han & Collins, 2002; Netemeyer et al., 2004), four (e.g., Aaker, 1991; Yoo et al., 2000), five (e.g., Lassar, Mittal, & Sharma, 1995), and even eight (e.g., Vazquez, Del Rio, & Iglesias, 2002) dimensions. However, many of these brand equity dimensions have not been systematically measured or validated within a nomological framework (Netemeyer et al., 2004). For example, the existence and function of trust have not been fully investigated within the context of brand equity. On the globalization front, branding has received increasing attention from marketing academicians. The two prominent reasons for this are increased cross-border population mobility and electronic mobility, both of which

In recent years, a number of studies have been done on cultural factors and cross culture comparisons in different areas by great researchers (such as Kim, Forsythe and Gu 2002; Sokling, S, 2004; Monika and Morven 2005). Moreover times in the previous studies have been discussed and compared cultural differences between two, or more than two nations and regions and in some cases it explains the effects of cultural factors in customer values, needs and behaviour. The research investigate the customer’s needs, beliefs and buying nature and to gain customer loyalty in two different countries. The research concluded that consumers in different cultural environments will be affected by their cultural values, needs and behaviours when choosing some brand and so retain their brand loyalty (Kim et al, 2002)

The worldwide economy has been growing rapidly again since 2002, after the recession in the US economy which had a huge impact on the global economy. People have more money to spend on luxury items. Emergent markets in China and the rest of Asia are also great opportunities for the manufacturers of high-end consumer electronics. The economy here is growing rapidly every year and the culture is becoming more “westernized”. This new direction the economy is moving in, is resulting in more capitalistic view of these countries. Therefore there are more potential buyers for the mobile phone manufacturers, since the mobile phone is associated with a status symbol in these emerging countries as well.

Nowadays brands become an important part of daily life in different cultures across the world. Branding is a unique form of communication that talks to consumers in a scene of products/services with a promise to satisfy their needs/wants. Marketing academics believe that the strategy of building a strong brand are nearly equal across the world. One of the reasons to bring a business to a new geographical place is understanding that there are unmet needs or wants around the globe and that a global marketing work can make the life of people better(Cayala & Arnould, 2008, p. 87). For the past recent years, globalization of markets showed

The brands of today are evolving and changing faster than ever. Face to face interaction, sentiment, and loyalty are now less valued by the consumer than they were years ago. We talk about how to gain this loyalty and sentiment later in the report. Technology and e-commerce have changed the values of the consumer and now we value speed, ease, and low prices. The idea of a brand changes with time due many social and economic trends but the effect it has on consumer buying behavior will be researched and noted like it always has been. Our purpose of this exploratory project will be to determine the effect of brand awareness/brand image on consumer buying behavior and loyalty. We will be researching at how effective or ineffective brand

When a brand is creating marketing strategy it is very important that they understand and take into account the cultural factors inherent to each market or situation and adapt the product. This plays a major role in the perception, habits, behavior or expectations of the consumers. Specifically take into account for brands in markets such as savory snacks, soda pop and alcoholic beverages. Usage and consumptions are not the same in all areas of the world.

A brand is a name that has the power to influence a buyer. Brand influence could be as a result of a set of mental associations and relationship built up over time among customers or distributors. Brand equity is the differential effect of a brand knowledge on a consumer response to the marketing of a brand. The present study focuses on the study of the basic four dimensions of customer-based brand equity on consumer`s perceptions of a brand viz. brand awareness, brand loyalty, brand image, brand performance. This is based on the assumption that all these dimensions of customer-based brand personality have