The country of distribution effect on the brand attitude change

Abstract

This research investigates the country of distribution effect on the change of attitudes towards a brand. Country of distribution is defined as the results (positive or negative) obtained by a brand when it communicates to be distributed in a foreigner locale. The results of three experiments demonstrate that the country of distribution effect is higher when the country is a traditional manufacturer (vs. non-traditional manufacturer) of the brand’s product category. Further, the country of distribution effect is higher for high quality (vs. low quality) brands and is moderated by the perceived success of the brand in the distribution country.

Keywords

• efeito país de comercialização
• efeito país de origem
• gestão e internacionalização de marcas
• comportamento do consumidor