Awards for Excellence

Citation

(2006), "Awards for Excellence", Journal of Product & Brand Management, Vol. 15 No. 7. https://doi.org/10.1108/jpbm.2006.09615gaa.002

Awards for Excellence

The following article was selected for this year’s Outstanding Paper Award for Journal of Product & Brand Management

"Countering negative country-of-origin with low prices: a conjoint study in Vietnam"

Mark SpeeceBangkok University, Bangkok, Thailand

Duc Phung NguyenAsian Institute of Technology, Bangkok, Thailand

Purpose – Aims to view two key issues, the importance of country-of-origin (COO) and perceptions of individual brands across different segments of consumers, and whether price cutting helps overcome negative perceptions.

Design/methodology/approach – Uses conjoint methods to investigate whether low prices can be used to overcome negative images for TVs among Vietnamese consumers.

Findings – The results show that price cuts by the Korean brands do little to attract customers away from the higher perceived quality Japanese brands. Perceived quality differentials are too large to gain most customers who buy Japanese brands at any realistic level of price cuts.

Originality/value – While most non-Japanese Asian brands have not yet built strongly positive brand images, there are now some, such as Acer, which are making quite good progress, so there are some examples to examine. Future research should focus on which tactics a brand with negative COO image could use to build a stronger association with quality.

Keywords Brands, Consumer behaviour, Country of origin, Pricing, Vietnam

www.emeraldinsight.com/10.1108/1061042051058373

This article originally appeared in Volume 14 Number 1, 2005, of Journal of Product & Brand Management

The following article were selected for this year’s Highly Commended Award

"Successful brand management in SMEs: a new theory and practical hints"

Frank B.G.J.M. Krake

"How screening criteria change during brand development"

John Saunders

Veronica Wong

Chris Stagg

Mariadel Mar Souza Fontan

These articles originally appeared in Volume 14 Number 4, 2005, of Journal of Product & Brand Management

"Brand sickness and health following major product withdrawals"

Lynne Eagle

Jacinta Hawkins

Philip J. Kitchen

Lawrence C. Rose

This article originally appeared in Volume 14 Number 5, 2005, of Journal of Product & Brand Management