Country image in advertising across European countries: A corpus analysis of consumer culture positioning and COO markers in France, Germany, Italy and Spain.
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2015-08-24
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en
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Abstract
Brands can position themselves as part of a global segment in order to obtain an international character, or they can profit from positive stereotypes of a country by promoting the country-of-origin (COO) of the brand or its products in terms of specific local or foreign cultural attributes. The purpose of this study was to examine whether differences exist between product categories and between countries in how brands are positioned in advertisements (global, local or foreign) and how COO markers are manifested. In total, 1,863 advertisements from France, Germany, Italy and Spain were examined. The findings indicated that consumer culture positioning strategies and COO markers were indeed used differently across product categories and across countries. Furthermore, three new COO markers have been identified, namely COO in the body copy, COO written near the brand name and COO words in the product name. It appeared that! these st rategies occurred regularly.
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Faculteit der Letteren