University of Hertfordshire

By the same authors

Standard

Temporal Dynamism in Country-of-Origin Effect: The Malleability of Italians’ Perceptions Regarding the British Sixties. / Halliday, Sue; Morris, Jonathan; Amatulli, Cesare; de Angelo, Matteo; Mulazzi, Floriana.

In: International Marketing Review, Vol. 36, No. 6, 11.11.2019, p. 955-978.

Research output: Contribution to journalArticle

Harvard

APA

Vancouver

Author

Halliday, Sue ; Morris, Jonathan ; Amatulli, Cesare ; de Angelo, Matteo ; Mulazzi, Floriana. / Temporal Dynamism in Country-of-Origin Effect: The Malleability of Italians’ Perceptions Regarding the British Sixties. In: International Marketing Review. 2019 ; Vol. 36, No. 6. pp. 955-978.

Bibtex

@article{ee692f8416f945428e8eee157b73b4e0,
title = "Temporal Dynamism in Country-of-Origin Effect: The Malleability of Italians{\textquoteright} Perceptions Regarding the British Sixties",
abstract = "Purpose: The purpose of this paper is to enrich country of origin (COO) effect in international marketing theory by adding the understanding of temporal dynamism into COO research. Design/methodology/approach: Utilizing a qualitative and interdisciplinary phenomenological approach, this paper analyses historical and contemporary sources triangulated with contemporary primary interview data. The example of how perceptions of Italians about the values typical of the British Sixties varied over time periods is presented. Findings: COO perceptions are both malleable and in evolution. Results show that values from earlier peak periods of appeal can be combined and recombined differently over time due to the varying historical and contemporary resonances of COO values. Research limitations/implications: This study focuses on COO applied to two product areas, fashion and music, over a limited time period, in a two-country study and so the findings are not fully generalizable, but rather are transferable to similar contexts. Practical implications: The fact that COO is neither static nor atemporal facilitates a segmented approach for international marketing managers to review and renew international brands. This enriched COO theory provides a rich and variable resource for developing and revitalizing brands. Originality/value: The major contribution of this paper is that temporal dynamism, never before discussed in international marketing theory, renders COO theory more timeless; this addresses some critiques recently made about its relevance and practicality. The second contribution is the original research design that models interdisciplinary scholarship, enabling a thorough historical look at international marketing.",
keywords = "Country of origin, Fashion, Heritage branding, Music, Temporality",
author = "Sue Halliday and Jonathan Morris and Cesare Amatulli and {de Angelo}, Matteo and Floriana Mulazzi",
note = "{\textcopyright} Emerald Publishing Limited 2019. This accepted manuscript is deposited under the Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). Any reuse is allowed in accordance with the terms outlined by the licence, here: https://creativecommons.org/licenses/by-nc/4.0/. To reuse the AAM for commercial purposes, permission should be sought by contacting permissions@emeraldinsight.com.",
year = "2019",
month = nov,
day = "11",
doi = "10.1108/IMR-08-2016-0165",
language = "English",
volume = "36",
pages = "955--978",
journal = "International Marketing Review",
issn = "0265-1335",
publisher = "Emerald",
number = "6",

}

RIS

TY - JOUR

T1 - Temporal Dynamism in Country-of-Origin Effect: The Malleability of Italians’ Perceptions Regarding the British Sixties

AU - Halliday, Sue

AU - Morris, Jonathan

AU - Amatulli, Cesare

AU - de Angelo, Matteo

AU - Mulazzi, Floriana

N1 - © Emerald Publishing Limited 2019. This accepted manuscript is deposited under the Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). Any reuse is allowed in accordance with the terms outlined by the licence, here: https://creativecommons.org/licenses/by-nc/4.0/. To reuse the AAM for commercial purposes, permission should be sought by contacting permissions@emeraldinsight.com.

PY - 2019/11/11

Y1 - 2019/11/11

N2 - Purpose: The purpose of this paper is to enrich country of origin (COO) effect in international marketing theory by adding the understanding of temporal dynamism into COO research. Design/methodology/approach: Utilizing a qualitative and interdisciplinary phenomenological approach, this paper analyses historical and contemporary sources triangulated with contemporary primary interview data. The example of how perceptions of Italians about the values typical of the British Sixties varied over time periods is presented. Findings: COO perceptions are both malleable and in evolution. Results show that values from earlier peak periods of appeal can be combined and recombined differently over time due to the varying historical and contemporary resonances of COO values. Research limitations/implications: This study focuses on COO applied to two product areas, fashion and music, over a limited time period, in a two-country study and so the findings are not fully generalizable, but rather are transferable to similar contexts. Practical implications: The fact that COO is neither static nor atemporal facilitates a segmented approach for international marketing managers to review and renew international brands. This enriched COO theory provides a rich and variable resource for developing and revitalizing brands. Originality/value: The major contribution of this paper is that temporal dynamism, never before discussed in international marketing theory, renders COO theory more timeless; this addresses some critiques recently made about its relevance and practicality. The second contribution is the original research design that models interdisciplinary scholarship, enabling a thorough historical look at international marketing.

AB - Purpose: The purpose of this paper is to enrich country of origin (COO) effect in international marketing theory by adding the understanding of temporal dynamism into COO research. Design/methodology/approach: Utilizing a qualitative and interdisciplinary phenomenological approach, this paper analyses historical and contemporary sources triangulated with contemporary primary interview data. The example of how perceptions of Italians about the values typical of the British Sixties varied over time periods is presented. Findings: COO perceptions are both malleable and in evolution. Results show that values from earlier peak periods of appeal can be combined and recombined differently over time due to the varying historical and contemporary resonances of COO values. Research limitations/implications: This study focuses on COO applied to two product areas, fashion and music, over a limited time period, in a two-country study and so the findings are not fully generalizable, but rather are transferable to similar contexts. Practical implications: The fact that COO is neither static nor atemporal facilitates a segmented approach for international marketing managers to review and renew international brands. This enriched COO theory provides a rich and variable resource for developing and revitalizing brands. Originality/value: The major contribution of this paper is that temporal dynamism, never before discussed in international marketing theory, renders COO theory more timeless; this addresses some critiques recently made about its relevance and practicality. The second contribution is the original research design that models interdisciplinary scholarship, enabling a thorough historical look at international marketing.

KW - Country of origin

KW - Fashion

KW - Heritage branding

KW - Music

KW - Temporality

UR - http://www.scopus.com/inward/record.url?scp=85066833060&partnerID=8YFLogxK

U2 - 10.1108/IMR-08-2016-0165

DO - 10.1108/IMR-08-2016-0165

M3 - Article

VL - 36

SP - 955

EP - 978

JO - International Marketing Review

JF - International Marketing Review

SN - 0265-1335

IS - 6

ER -