To read this content please select one of the options below:

The expanded halo model of brand image, country image and product image in the context of three Asian countries

Hongjoo Woo (Department of Clothing and Textiles, Yonsei University, Seoul, South Korea)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 28 February 2019

Issue publication date: 21 August 2019

2434

Abstract

Purpose

The purpose of this paper is to examine an alternate halo model across the context of South Korea, China and India, and provide expanded interrelationships among their major brands’ brand images, country images, general product images and category-specific images (electronics and fashion handbags).

Design/methodology/approach

The proposed hypotheses in the alternate halo model were tested through a quantitative (survey) approach.

Findings

The results of analyzing 305 American consumers’ responses suggest theoretical and marketing implications for Asian countries in utilizing brand image effect and cross-category halo effects in marketing products in the global market.

Originality/value

The study proposes an alternate country image model that can be applied to the context of Asian countries with relatively immature country image, which is expanded from the traditional models in literature.

Keywords

Citation

Woo, H. (2019), "The expanded halo model of brand image, country image and product image in the context of three Asian countries", Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 4, pp. 773-790. https://doi.org/10.1108/APJML-05-2018-0173

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

Related articles