Country reputation, brand reputation and company reputation: their importance in business-to-business industries

Elena Cedrola; Loretta Battaglia; Anna Grazia Quaranta

doi:10.1007/978-3-319-29877-1_97

Country reputation, brand reputation and company reputation: their importance in business-to-business industries

Elena Cedrola^*, Loretta Battaglia, Anna Grazia Quaranta

^*Corresponding author

University of Bologna

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Abstract

Literature and research studies on Country of Origin (COO henceforth) have mainly focused on its effect in business to consumer (B2C) markets. Among the few scholars who have analysed industrial sectors, some believe that COO has similar importance and the same function in B2B markets as in B2C markets. In contrast, others argue that industrial customers are less influenced by this phenomenon. To contribute to this debate, we selected a group of Italian companies in different industries operating in at least one foreign market. We administered electronic questionnaires, collecting data and information on the internationalization of these enterprises, the country of origin effect and its relevance, namely, the elements that most influence the COO effect. The data also enabled us to examine the importance of company and brand reputation in the internationalization of B2B industries.

Original language	English
Title of host publication	Rediscovering the Essentiality of Marketing
Editors	L. Petruzzellis, S. Winer Russell
Pages	475-490
Number of pages	16
DOIs	https://doi.org/10.1007/978-3-319-29877-1_97
Publication status	Published - 2016
Externally published	Yes

Publication series

Name	DEVELOPMENTS IN MARKETING SCIENCE: PROCEEDINGS OF THE ACADEMY OF MARKETING SCIENCE

Keywords

business to business
country of origin

Access to Document

10.1007/978-3-319-29877-1_97

Cite this

Cedrola, E., Battaglia, L., & Quaranta, A. G. (2016). Country reputation, brand reputation and company reputation: their importance in business-to-business industries. In L. Petruzzellis, & S. Winer Russell (Eds.), Rediscovering the Essentiality of Marketing (pp. 475-490). (DEVELOPMENTS IN MARKETING SCIENCE: PROCEEDINGS OF THE ACADEMY OF MARKETING SCIENCE). https://doi.org/10.1007/978-3-319-29877-1_97

Cedrola, Elena ; Battaglia, Loretta ; Quaranta, Anna Grazia. / Country reputation, brand reputation and company reputation: their importance in business-to-business industries. Rediscovering the Essentiality of Marketing. editor / L. Petruzzellis ; S. Winer Russell. 2016. pp. 475-490 (DEVELOPMENTS IN MARKETING SCIENCE: PROCEEDINGS OF THE ACADEMY OF MARKETING SCIENCE).

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title = "Country reputation, brand reputation and company reputation: their importance in business-to-business industries",

abstract = "Literature and research studies on Country of Origin (COO henceforth) have mainly focused on its effect in business to consumer (B2C) markets. Among the few scholars who have analysed industrial sectors, some believe that COO has similar importance and the same function in B2B markets as in B2C markets. In contrast, others argue that industrial customers are less influenced by this phenomenon. To contribute to this debate, we selected a group of Italian companies in different industries operating in at least one foreign market. We administered electronic questionnaires, collecting data and information on the internationalization of these enterprises, the country of origin effect and its relevance, namely, the elements that most influence the COO effect. The data also enabled us to examine the importance of company and brand reputation in the internationalization of B2B industries.",

keywords = "business to business, country of origin, business to business, country of origin",

author = "Elena Cedrola and Loretta Battaglia and Quaranta, {Anna Grazia}",

year = "2016",

doi = "10.1007/978-3-319-29877-1_97",

language = "English",

isbn = "978-3-319-29877-1",

series = "DEVELOPMENTS IN MARKETING SCIENCE: PROCEEDINGS OF THE ACADEMY OF MARKETING SCIENCE",

pages = "475--490",

editor = "L. Petruzzellis and {Winer Russell}, S.",

booktitle = "Rediscovering the Essentiality of Marketing",

}

Cedrola, E, Battaglia, L & Quaranta, AG 2016, Country reputation, brand reputation and company reputation: their importance in business-to-business industries. in L Petruzzellis & S Winer Russell (eds), Rediscovering the Essentiality of Marketing. DEVELOPMENTS IN MARKETING SCIENCE: PROCEEDINGS OF THE ACADEMY OF MARKETING SCIENCE, pp. 475-490. https://doi.org/10.1007/978-3-319-29877-1_97

Country reputation, brand reputation and company reputation: their importance in business-to-business industries. / Cedrola, Elena; Battaglia, Loretta; Quaranta, Anna Grazia.
Rediscovering the Essentiality of Marketing. ed. / L. Petruzzellis; S. Winer Russell. 2016. p. 475-490 (DEVELOPMENTS IN MARKETING SCIENCE: PROCEEDINGS OF THE ACADEMY OF MARKETING SCIENCE).

Research output: Chapter in Book/Report/Conference proceeding › Chapter

TY - CHAP

T1 - Country reputation, brand reputation and company reputation: their importance in business-to-business industries

AU - Cedrola, Elena

AU - Battaglia, Loretta

AU - Quaranta, Anna Grazia

PY - 2016

Y1 - 2016

N2 - Literature and research studies on Country of Origin (COO henceforth) have mainly focused on its effect in business to consumer (B2C) markets. Among the few scholars who have analysed industrial sectors, some believe that COO has similar importance and the same function in B2B markets as in B2C markets. In contrast, others argue that industrial customers are less influenced by this phenomenon. To contribute to this debate, we selected a group of Italian companies in different industries operating in at least one foreign market. We administered electronic questionnaires, collecting data and information on the internationalization of these enterprises, the country of origin effect and its relevance, namely, the elements that most influence the COO effect. The data also enabled us to examine the importance of company and brand reputation in the internationalization of B2B industries.

AB - Literature and research studies on Country of Origin (COO henceforth) have mainly focused on its effect in business to consumer (B2C) markets. Among the few scholars who have analysed industrial sectors, some believe that COO has similar importance and the same function in B2B markets as in B2C markets. In contrast, others argue that industrial customers are less influenced by this phenomenon. To contribute to this debate, we selected a group of Italian companies in different industries operating in at least one foreign market. We administered electronic questionnaires, collecting data and information on the internationalization of these enterprises, the country of origin effect and its relevance, namely, the elements that most influence the COO effect. The data also enabled us to examine the importance of company and brand reputation in the internationalization of B2B industries.

KW - business to business

KW - country of origin

KW - business to business

KW - country of origin

UR - http://hdl.handle.net/10807/88846

U2 - 10.1007/978-3-319-29877-1_97

DO - 10.1007/978-3-319-29877-1_97

M3 - Chapter

SN - 978-3-319-29877-1

T3 - DEVELOPMENTS IN MARKETING SCIENCE: PROCEEDINGS OF THE ACADEMY OF MARKETING SCIENCE

SP - 475

EP - 490

BT - Rediscovering the Essentiality of Marketing

A2 - Petruzzellis, L.

A2 - Winer Russell, S.

ER -

Cedrola E, Battaglia L, Quaranta AG. Country reputation, brand reputation and company reputation: their importance in business-to-business industries. In Petruzzellis L, Winer Russell S, editors, Rediscovering the Essentiality of Marketing. 2016. p. 475-490. (DEVELOPMENTS IN MARKETING SCIENCE: PROCEEDINGS OF THE ACADEMY OF MARKETING SCIENCE). doi: 10.1007/978-3-319-29877-1_97

Country reputation, brand reputation and company reputation: their importance in business-to-business industries

Abstract

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Keywords

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