The Influence And Spillover Effects Of Global Brands On Country Brand Image

Topics regarding Emerging Markets Brand Globalization and Nation Branding have become fad academic focus in International Marketing,while how global brands from emerging markets influence country brand image has remained to be solved in academic research.To address this gap,this article introduced “perceived quality” and“brand knowledge” constructs from classic customer-based brand equity theory,“perceived globality” and “perceived prestige” constructs from global brand equity theory as independent variables,employed BCI(Basic Country Image),PCI(Product Country Image)and CCI(Category Country Image)as direct dependent variables,“brand attitude within/outside the same category” as indirect result variable,based on COO theory and inverse COO theory,to explore whether the different dimensions of Brand Equity can affect Country Brand Image and also generate spillover effects for brands within/outside the same category through country brand image.We selected 12 global brands from China as stimulus and collect data from various Chinese consumers to examine our assumptions.Research results show that under the environment of emerging markets,both customer-based brand equity and global brand equity of global brands can enhance Country Brand Image,and through the Country Brand Image further influence consumers' brand attitude within/outside the product category.To be specifically,perceived quality,brand knowledge,perceived globality and perceived reputation can significantly influence BCI.Perceived quality and perceived globality can directly influence PCI.Perceived quality and brand knowledge can directly influence CCI.Both PCI and CCI can erect significant influence on brand attitude within category and further outside category,with CCI being proven to be the most significant.BCI can only realize this spillover effect through PCI or PCI-CCI chain effect.The empirical research of this paper enriches and expands the “inverse” COO effect research.Besides,it provides a new perspective and empirical inspiration for the brand globalization research in emerging markets.In terms of managerial implications,enterprises from China can be inspired to strategically create and manage their brand assets in the process of globalization,and by doing so,to better reshape their origin country image and build their country into a big Power Brand.On the other hand,Country can be also enlightened to promote nation brand image from various angles,effectively integrate commercial brand resources to generate synergy nation branding effect,and accelerate the great revival of “made in China”.