The Importance of Country-of-Origin Construct Dimensions in Destination Brand Building
Purpose – The primary purpose of this paper is to analyze the relationship between the country-of-origin (COO) construct and destination brand building (DBB) to reveal whether the COO construct and its dimensions are important for DBB. More specifically, the paper explores whether COO construct dime...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2021-01-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/392410 |
| _version_ | 1797206811917418496 |
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| author | Zoran Krupka Mateja Mirt Đurđana Ozretić Došen |
| author_facet | Zoran Krupka Mateja Mirt Đurđana Ozretić Došen |
| author_sort | Zoran Krupka |
| collection | DOAJ |
| description | Purpose – The primary purpose of this paper is to analyze the relationship between the country-of-origin (COO) construct and destination brand building (DBB) to reveal whether the COO construct and its dimensions are important for DBB. More specifically, the paper explores whether COO construct dimensions can impact destination branding.
Design/Methodology/Approach – The research was conducted using a self-administered questionnaire on a sample of 409 respondents from the United States and Croatia. SPSS was used for data analysis.
Findings and implications – While the COO is relevant for DBB, it cannot be used in the same manner as in product/service branding. Certain COO dimensions which are extremely important for product/service brands (e.g., level of technological development, standard of living) are not as critical for DBB. The political situation and perceived safety are COO dimensions that have proven to be important in the context of DBB.
Limitations – The main limitation of the paper arises from sampling, relying on Facebook and LinkedIn for questionnaire distribution.
Originality – With this research, we are decomposing the COO construct and investigating the impact of its dimensions on DBB. |
| first_indexed | 2024-04-24T09:12:57Z |
| format | Article |
| id | doaj.art-a2d952350c87468f9e78d5b35e4a26d8 |
| institution | Directory Open Access Journal |
| issn | 0353-4790 1849-1383 |
| language | English |
| last_indexed | 2024-04-24T09:12:57Z |
| publishDate | 2021-01-01 |
| publisher | Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) |
| record_format | Article |
| series | Tržište |
| spelling | doaj.art-a2d952350c87468f9e78d5b35e4a26d82024-04-15T17:30:17ZengFaculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)Tržište0353-47901849-13832021-01-0133222123810.22598/mt/2021.33.2.221The Importance of Country-of-Origin Construct Dimensions in Destination Brand BuildingZoran Krupka0Mateja Mirt1Đurđana Ozretić Došen2University of Zagreb, Faculty of Economics & BusinessCoca Cola Hellenic Bottling CompanyUniversity of Zagreb, Faculty of Economics & BusinessPurpose – The primary purpose of this paper is to analyze the relationship between the country-of-origin (COO) construct and destination brand building (DBB) to reveal whether the COO construct and its dimensions are important for DBB. More specifically, the paper explores whether COO construct dimensions can impact destination branding. Design/Methodology/Approach – The research was conducted using a self-administered questionnaire on a sample of 409 respondents from the United States and Croatia. SPSS was used for data analysis. Findings and implications – While the COO is relevant for DBB, it cannot be used in the same manner as in product/service branding. Certain COO dimensions which are extremely important for product/service brands (e.g., level of technological development, standard of living) are not as critical for DBB. The political situation and perceived safety are COO dimensions that have proven to be important in the context of DBB. Limitations – The main limitation of the paper arises from sampling, relying on Facebook and LinkedIn for questionnaire distribution. Originality – With this research, we are decomposing the COO construct and investigating the impact of its dimensions on DBB.https://hrcak.srce.hr/file/392410country of originbrand buildingdestination brand |
| spellingShingle | Zoran Krupka Mateja Mirt Đurđana Ozretić Došen The Importance of Country-of-Origin Construct Dimensions in Destination Brand Building Tržište country of origin brand building destination brand |
| title | The Importance of Country-of-Origin Construct Dimensions in Destination Brand Building |
| title_full | The Importance of Country-of-Origin Construct Dimensions in Destination Brand Building |
| title_fullStr | The Importance of Country-of-Origin Construct Dimensions in Destination Brand Building |
| title_full_unstemmed | The Importance of Country-of-Origin Construct Dimensions in Destination Brand Building |
| title_short | The Importance of Country-of-Origin Construct Dimensions in Destination Brand Building |
| title_sort | importance of country of origin construct dimensions in destination brand building |
| topic | country of origin brand building destination brand |
| url | https://hrcak.srce.hr/file/392410 |
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