WHAT HAPPENS TO 'BRAND JAPAN' WHEN TOYOTA SUDDENLY ACCELERATES? THE SPILLOVER EFFECTS OF BRAND TRANSGRESSIONS ON COUNTRY IMAGE AND RELATED BRANDS

摘要

Country of origin (COO) continues to be one of the most important phenomenon in the international marketing literature (e.g., Balabanis and Diamantopoulos 2011; Magnusson, Westjohn, and Zdravkovic 2011; Sharma 2011). Extant COO research has largely viewed the cause-and-effect relationship between country and brands as the country is the "cause" and the brand is the "effect." For example, Pharr's (2005) major review of the COO literature graphically depicts the causal relationship as country-specific beliefs a country-of-origin related thoughts a country-of-origin brand evaluations a purchase intentions.