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NCN GRANT - PROJECT RE BRAND STRATEGY IN TERMS OF COBO

3/29/2020 category: grants 

Project “International brand strategies applied by the companies from the emerging markets in terms of the country of brand origin (COBO) effect and the consumers` behaviors financed by the National Science Center (NCN), contract no UMO-2017/25/B/HS4/00372


 

Project manager: Associate Professor Marzanna Katarzyna Witek-Hajduk

Performer: dr Anna Grudecka

 

The research project aims at a conceptualization of the international brand strategies of companies from emerging countries in terms of the country of brand origin (COBO) effect and their impact on the purchase intentions of consumers from emerging markets (consumers` behavior perspective) and conceptualization of the COBO effect from the strategic perspective by identifying the perceived importance and ways of applying it in the international brand strategies of companies from emerging markets, including Polish firms (cognitive objective), development of the model of relations between the type of the international brand strategies applied by the companies from emerging markets in terms of the COBO effect and consumers` purchase intentions (methodological objective) and verification of this model.

 

The following research questions were formulated:

(1) What is the perceived importance of applying the COBO effect in the international brand strategies of companies from emerging markets?

(2) What are the ways of applying of the COBO effect in the international brand strategies of companies from emerging markets, including Polish firms?

(3) If the type of the international brand strategy applied by a company from the emerging market in terms of the COBO effect [international/global brand acquired by this company; new „occidental-style” brand; brand previously used in the home market; new „local go global” brand] differentiates purchase intentions of Polish consumers?

(4) If psychographic factors (consumer ethnocentrism, materialism) differentiate the relationship between the international brand strategy applied by the company from the emerging market in terms of the COBO effect and the purchase intentions of Polish consumers?

(5) If demographic factors (age, gender, educational background, occupational status, disposable income per household member) differentiate the relationship between the international brand strategy applied by the company from the emerging market in terms of the COBO effect and the purchase intentions of Polish consumers?

(6) What are the reasons for ignoring or paying attention to the COBO by the domestic (Polish) consumers purchasing the consumer durable goods’ brands (specifically household products), in particular choosing foreign brands vs. brands of domestic (Polish) origin?

 

In order to answer the above research questions, the authors had made a conceptualization of the international brand strategies of companies from emerging countries, COBO effect and their impact on the consumers` purchase intentions (consumers` behavior perspective). To conceptualize the COBO effect from the strategic perspective, the qualitative empirical research in the form of 9 in-depth, face-to-face and semi-structured interviews with managers of international companies from emerging countries operating on the Polish household products market and responsible for the brand strategy were carried out. Following the interviews, the authors had developed a model of relations between the type of the international brand strategy and consumers’ purchase intentions.

 

To verify the model, a quantitative empirical research were conducted using CAWI (Computer-Assisted Web Interview) method on a random nationwide sample of 1012 Polish consumers at the age of 18-65 years. Sourced data were analyzed using experimental conjoint analysis procedure available at SPSS and using multilevel linear models.

 

To better understand the reasons for ignoring or paying attention to the country of brand origin by Polish consumers choosing foreign brands of household products (including those from emerging markets) vs. brands of domestic (Polish) origin, qualitative empirical research in a form of 25 in-depth, semi-structured interviews with Polish consumers at the age of 18-65 years were carried out.

 

Publications based on the project results:

1) Marzanna K. Witek-Hajduk, Anna Grudecka, 2019. Country of origin from a management perspective of emerging market companies, International Journal of Management and Economics, 55(3), pp. 1-18, https://doi.org/10.2478/ijme-2019-0015.

2) Marzanna K. Witek-Hajduk, Anna Grudecka, Country-of origin brand marketing strategies of companies from emerging markets – case studies of the household appliances brands, International Journal of Emerging Markets, after reviews.

 

Presentation of research results at scientific conferences:

1) Marzanna K. Witek-Hajduk, Anna Grudecka, “Country of origin from a management perspective of managers of companies from emerging markets, “International Conference World Economy 2019 Learning from the Past and Designing the Future” organized by Collegium of World  Economy, SGH Warsaw School of Economics, 9-10.05.2019, Warsaw, Poland.

2) Marzanna K. Witek-Hajduk, Anna Grudecka, “Country of origin and marketing communication of companies from emerging markets - case studies of the household appliances' brands”. “6th International Scientific Conference New Trends in Management and Production Engineering- Regional, Cross-Border and Global Perspectives”, organized by the WSB University, Faculty of Applied Sciences (Poland), University of Žilina, Department of Management Theories (Slovakia), VŠB – Technical University of Ostrava, Faculty of Economics (Czech Republic), 06– 07.06.2019, Brenna, Poland.

3) Marzanna K. Witek-Hajduk, Anna Grudecka, ”International brand strategies applied by the companies from emerging markets in terms of the country of brand origin (COBO)”, “Vaasa Conference on International Business” organized by the University of Vaasa, 19-21.08.2019, Vaasa, Finland.

4) Marzanna K. Witek-Hajduk, Anna Grudecka, “The impact of brand type applied by the emerging market companies in terms of the country of brand origin on customer purchase intentions: evidence from conjoint analysis, „45th EIBA Annual Conference What Now? International Business in a Confused World Order”, organized by the University of Leeds, 13-15.12.2019, Leeds, UK.​

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