Résumés
Abstract
This article focuses on understanding the role of employee branding capability (EmpBCap) in leveraging country-of-origin image (COI) as a firm resource. Drawing from the resource-based theory and signalling theory, we identify that EmpBCap enhances COI as a country-specific advantage (COI-CSA). Three sets of data were gathered, with 1,060 observations of executives working within internationalised Portuguese and Brazilian firms. Using psychometric procedures and SEM, the findings show that EmpBCap capability is an antecedent of COI-CSA and exerts an indirect effect on firm performance. The article extends previous research on COI from the supplier perspective by addressing calls for COI management research and provides further knowledge on internal brand management.
Keywords:
- Country-of-Origin Image,
- Country-Specific Advantage,
- Capabilities,
- Employee Branding Capability,
- Resource-based Theory,
- Signalling Theory
Résumé
Cet article vise la compréhension du rôle de la capacité de branding des employés (EmpBCap), comme ressource de l’entreprise, dans l’amélioration de l’image du pays d’origine (IPO). En nous appuyant sur la perspective de la théorie des ressources et celle du signal, nos résultats démontrent que la EmpBCap améliore l’IPO comme avantage spécifique au pays (IPO-ASP). Nous avons collecté et analysé trois jeux de données, comprenant au total 1 060 observations de dirigeants oeuvrant au sein d’entreprises internationalisées basées au Portugal et au Brésil. À l’aide dee procédures psychométriques et d’analyse structurelle des équations simultanées, les résultats montrent que la EmpBCap est un antécédent du IPO-ASP et exerce un effet indirect sur la performance globale de l’entreprise.
Mots-clés :
- Image du pays d’origine,
- Avantage spécifique au pays,
- Capacités,
- Capacité de branding des employés,
- Théorie des ressources,
- Théorie du signal
Resumen
Este artículo se enfoca en comprender el papel de la capacidad de marca del empleado (EmpBCap) en la explotación de la imagen del país de origen (IPO) como un recurso estratégico de la empresa. Basándonos en la teoría de los recursos y la teoría de la señalización, identificamos que EmpBCap potencia la IPO como una ventaja específica del país (IPO-VEP). Se recolectaron tres conjuntos de datos, con un total de 1.060 observaciones de ejecutivos que trabajan en empresas internacionalizadas con sede en Portugal y Brasil. Mediante el uso de procedimientos psicométricos y análisis estructural de ecuaciones simultáneas, los resultados muestran que la capacidad EmpBCap constituye un antecedente de la IPO-VEP y ejerce un efecto indirecto sobre el desempeño de la empresa.
Palabras clave:
- Imagen del país de origen,
- Ventaja específica del país,
- Capacidades,
- Capacidad de marca de los empleados,
- Teoría de los recursos,
- Teoría de la señalización
Parties annexes
Bibliography
- Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum. California Management Review, 42(4), 8–23. https://doi.org/10.2307/41166051
- Anand, G., & Ward, P. T. (2004). Fit, flexibility and performance in manufacturing: Coping with dynamic environments. Production and Operations Management, 13(4), 369–385. https://doi.org/10.1111/j.1937-5956.2004.tb00224.x
- App, S., & Büttgen, M. (2016). Lasting footprints of the employer brand: Can sustainable HRM lead to brand commitment? Employee Relations, 38(5), 703-723. https://doi.org/10.1108/ER-06-2015-0122
- Atuahene-Gima, K. (2005). Resolving the capability–rigidity paradox in new product innovation. Journal of Marketing, 69(4), 61–83. https://doi.org/10.1509/jmkg.2005.69.4.61
- Aurand, T. W., Gorchels, L., & Bishop, T. R. (2005). Human resource management’s role in internal branding: an opportunity for cross-functional brand message synergy. Journal of Product & Brand Management, 14(3), 163–169.https://doi.org/10.1108/10610420510601030
- Bah, T., Catanzaro, A., & Ndione, L. C. (2020). L’internationalisation (régionale) des entreprises sénégalaises: déterminants et modalités? Management International, 24(3), 78–91. https://doi.org/10.7202/1072624ar
- Baker, M. J., & Ballington, L. (2002). Country of origin as a source of competitive advantage. Journal of Strategic Marketing, 10(2), 157–168. https://doi.org/10.1080/09652540210125297
- Bal, P. M., Kooij, D. T., & de Jong, S. B. (2013). How do developmental and accommodative HRM enhance employee engagement and commitment? The role of psychological contract and SOC strategies. Journal of Management Studies, 50(4), 545–572. https://doi.org/10.1111/joms.12028
- Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
- Barney, J. B. (1995). Looking inside for competitive advantage. Academy of Management Perspectives, 9(4), 49–61. https://doi.org/10.5465/ame.1995.9512032192
- Barney, J. B. (2014). How marketing scholars might help address issues in resource-based theory. Journal of the Academy of Marketing Science, 42(1), 24–26. https://doi.org/10.1007/s11747-013-0351-8
- Barney, J. B., & Wright, P. M. (1998). On becoming a strategic partner: The role of human resources in gaining competitive advantage. Human Resource Management, 37(1), 31–46. https://doi.org/10.1002/(SICI)1099-050X(199821)37: 1<31: : AID-HRM4>3.0.CO;2-W
- Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
- Baumgarth, C., & Schmidt, M. (2010). How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’ in a business-to-business setting. Industrial Marketing Management, 39(8), 1250–1260. https://doi.org/10.1016/j.indmarman.2010.02.022
- Berger-Remy, F., & Michel, G. (2015). How brand gives employees meaning: Towards an extended view of brand equity. Recherche et Applications en Marketing (English Edition), 30(2), 30–54. https://doi.org/10.1177/2051570715579651
- Borgerson, J. L., Schroeder, J. E., Magnusson, M. E., & Magnusson, F. (2009). Corporate communication, ethics, and operational identity: A case study of Benetton. Business Ethics: A European Review, 18(3), 209–223. https://doi.org/10.1111/j.1467-8608.2009.01558.x
- Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. Journal of Brand Management, 12(4), 279-300. https://doi.org/10.1057/palgrave.bm.2540223
- Casas, A. (2019). Natura Paris - Projetos. Arthur Casas. Retrieved January 23, 2022, from https://www.arthurcasas.com/pt/projetos/natura-paris/
- Chattopadhyay, A., Batra, R., & Ozsomer, A. (2012). The new emerging market multinationals: Four strategies for disrupting markets and building brands. McGraw Hill Professional.
- Churchill Jr., G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73. https://doi.org/10.1177/002224377901600110
- Čirjevskis, A. (2021). Brazilian Natura & Co: Creating cosmetic powerhouse. Empirical evidence of competence-based synergies in M&A processes. Academia Revista Latinoamericana de Administracion, 34(1), 18–42. https://doi.org/10.1108/ARLA-03-2020-0047
- Connelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling Theory: A Review and Assessment. Journal of Management, 37(1), 39–67. https://doi.org/10.1177/0149206310388419
- Covin, J. G., Slevin, D. P., & Covin, T. J. (1990). Content and performance of growth-seeking strategies: A comparison of small firms in high-and low technology industries. Journal of business venturing, 5(6), 391–412. https://doi.org/10.1016/0883-9026(90)90013-J
- Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334. https://doi.org/10.1007/BF02310555
- Crouch, R. C., Lu, V. N., Pourazad, N., & Ke, C. (2020). Investigating country image influences after a product-harm crisis. European Journal of Marketing, 55(3), 894-924. https://doi.org/10.1108/EJM-10-2018-0689
- Cuervo-Cazurra, A., Luo, Y., Ramamurti, R., & Ang, S. H. (2018). The impact of the home country on internationalization. Journal of World Business, 53(5), 593–604. https://doi.org/10.1016/j.jwb.2018.06.002
- Cuervo-Cazurra, A., & Un, A. (2015). Country-of-Origin, Government-and Consumer-Based Advantage and Disadvantage of Foreignness, and FDI. In: Academy of management proceedings, January 2015 (p. 15760). Academy of Management. https://doi.org/10.5465/ambpp.2015.15760abstract
- Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37–52. https://doi.org/10.1177/002224299405800404
- Day, G. S. (2014). An outside-in approach to resource-based theories. Journal of the Academy of Marketing Science, 42(1), 27–28. https://doi.org/10.1007/s11747-013-0348-3
- De Chernatony, L., Cottam, S., & Segal-Horn, S. (2006). Communicating services brands’ values internally and externally. The Service Industries Journal, 26(8), 819–836. https://doi.org/10.1080/02642060601011616
- DeVellis, R. F. (2016). Scale development: Theory and applications (vol. 26). Thousand Oaks, CA: Sage Publications.
- Diamantopoulos, A., Florack, A., Halkias, G., & Palcu, J. (2017). Explicit versus implicit country stereotypes as predictors of product preferences: Insights from the stereotype content model. Journal of International Business Studies, 48(8), 1023–1036. https://doi.org/10.1057/s41267-017-0085-9
- Eddleston, K. A., Sarathy, R., & Banalieva, E. R. (2019). When a high-quality niche strategy is not enough to spur family-firm internationalization: The role of external and internal contexts. Journal of International Business Studies, 50(5), 783–808. https://doi.org/10.1057/s41267-018-0199-8
- Edwards, M. R. (2010). An integrative review of employer branding and OB theory. Personnel Review, 39(1), 5–23. https://doi.org/10.1108/00483481011012809
- Edwards, M. R., & Edwards, T. (2013). Employee responses to changing aspects of the employer brand following a multinational acquisition: A longitudinal study. Human Resource Management, 52(1), 27–54. https://doi.org/10.1002/hrm.21519
- Erdem, T., & Swait, J. (2001). Brand equity as a signaling. Journal of Consumer Psychology, 7(2), 131–157. https://doi.org/10.1207/s15327663jcp0702_02
- Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: A cross-country validation study. Journal of Marketing, 70(1), 34-49. https://doi.org/10.1509/jmkg.70.1.034.qxd
- Eroglu, S. A., & Machleit, K. A. (1989). Effects of Individual and Product-specific Variables on Utilising Country of Origin as a Product Quality Cue. International Marketing Review, 6(6). https://doi.org/10.1108/EUM0000000001525
- Fornell, & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
- Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in branding–exploring antecedents and consequences of brand authenticity. European journal of marketing, 51(2), 324-348. https://doi.org/10.1108/EJM-10-2014-0633
- Glaveli, N., & Karassavidou, E. (2011). Exploring a possible route through which training affects organizational performance: The case of a Greek bank. The International Journal of Human Resource Management, 22(14), 2892–2923. https://doi.org/10.1057/emr.2008.19
- Haggerty, J. & Wright, P. (2010). Strong situations and firm performance: A proposed reconceptualization of the role of the HR function. In: A. Wilkinson, N. Bacon, T. Redman, & S. Snell (Eds.), The Sage handbook of human resource management. London: Sage Publications.
- Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis (8th ed.). Hampshire: Cengage Learning.
- Hatch, M. J., & Schultz, M. (2017). Toward a theory of using history authentically: Historicizing in the Carlsberg Group. Administrative Science Quarterly, 62(4), 657-697. https://doi.org/10.1177/0001839217692535
- Helfat, C. E., Finkelstein, S., Mitchell, W., Peteraf, M. A., Singh, H., Teece, D. J., & Winter, S. G. (2007). Dynamic capabilities: Foundations. Dynamic Capabilities: Understanding strategic change in organizations, 30–45.
- Helfat, C. E., & Peteraf, M. A. (2003). The dynamic resource-based view: Capability lifecycles. Strategic Management Journal, 24(10), 997–1010. https://doi.org/10.1002/smj.332
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
- Herstein, R., Berger, R., & Jaffe, E. D. (2014). How companies from developing and emerging countries can leverage their brand equity in terms of place branding. Competitiveness Review, 24(4), 293–305. https://doi.org/10.1108/CR-04-2013-0046
- Iyer, P., Davari, A., Srivastava, S., & Paswan, A. K. (2021). Market orientation, brand management processes and brand performance. Journal of Product & Brand Management, 30(2), 197–214. https://doi.org/10.1108/JPBM-08-2019-2530
- Jean, R. J., Kim, D., Zhou, K. Z., & Cavusgil, S. T. (2021). E-platform use and exporting in the context of Alibaba: A signaling theory perspective. Journal of International Business Studies, 1–28. https://doi.org/10.1057/s41267-020-00396-w
- Jones, G., & Pinho, R. R. (2006, August 15). Natura: Global beauty made in Brazil. Harvard Business School Case 807-029.
- Jorgensen, T. D., Pornprasertmanit, S., Schoemann, A. M., & Rosseel, Y. (2021). semTools: Useful tools for structural equation modeling. The Comprehensive R Archive Network.
- Josiassen, A., & Harzing, A. W. (2008). Comment: Descending from the ivory tower: reflections on the relevance and future of country-of-origin research. European Management Review, 5(4), 264–270. https://doi.org/10.1057/emr.2008.19
- Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. London: Kogan Page Publishers.
- Karanges, E., Johnston, K. A., Lings, I., & Beatson, A. T. (2018). Brand signalling: An antecedent of employee brand understanding. Journal of Brand Management, 25, 235–249. https://doi.org/10.1057/s41262-018-0100-x
- Katsikeas, C. S., Leonidou, L. C., & Morgan, N. A. (2000). Firm-level export performance assessment: Review, evaluation, and development. Journal of the academy of marketing science, 28(4), 493–511. https://doi.org/10.1177/0092070300284003
- Kirmani, A., & Rao, A. R. (2000). No pain, no gain: A critical review of the literature on signaling unobservable product quality. Journal of Marketing, 64(2), 66–79. https://doi.org/10.1509/jmkg.64.2.66.18000
- Klein, H. J., Molloy, J. C., & Brinsfield, C. T. (2012). Reconceptualising workplace commitment to redress a stretched construct: Revisiting assumptions and removing confounds. Academy of management review, 37(1), 130-151. https://doi.org/10.5465/amr.2010.0018
- Koromyslov, M., Walliser, B., & Roux, E. (2013). Marques françaises de luxe: Effets de la délocalisation de la fabrication et du design sur les évaluations des clients. Management international, 17(3), 36-48. https://doi.org/10.7202/1018265ar
- Kumar, N., & Steenkamp, J. B. E. (2013). Brand breakout: How emerging market brands will go global (Vol. 18). New York: Palgrave Macmillan.
- Lee, Y., & Kim, K. H. (2021). Enhancing employee advocacy on social media: the value of internal relationship management approach. Corporate Communications: An International Journal, 26(2), 311-327. https://doi.org/10.1108/CCIJ-05-2020-0088
- Lim, K., & O’Cass, A. (2001). Consumer brand classifications: an assessment of culture-of-origin versus country-of-origin. Journal of product & brand management, 10(2), 120-136. https://doi.org/10.1108/10610420110388672
- Löhndorf, B., & Diamantopoulos, A. (2014). Internal branding: Social identity and social exchange perspectives on turning employees into brand champions. Journal of Service Research, 17(3), 310–325. https://doi.org/10.1177/1094670514522098
- Lopez, C., & Balabanis, G. (2021). The influence of a country’s brands and industry on its image. European Journal of Marketing. 55(1), 27-62. https://doi.org/10.1108/EJM-06-2018-0414
- Lu, I. R., Heslop, L. A., Thomas, D. R., & Kwan, E. (2016). An examination of the status and evolution of country image research. International Marketing Review, 33(6), 825–850. https://doi.org/10.1108/IMR-03-2015-0036
- MacKenzie, S. B., Podsakoff, P. M., & Podsakoff, N. P. (2011). Construct measurement and validation procedures in MIS and behavioral research: Integrating new and existing techniques. MIS Quarterly, 35(2), 293–334. https://doi.org/10.2307/23044045
- Magnusson, P., Westjohn, S. A., & Sirianni, N. J. (2019). Beyond country image favorability: How brand positioning via country personality stereotypes enhances brand evaluations. Journal of International Business Studies, 50(3), 318–338. https://doi.org/10.1057/s41267-018-0175-3
- Martin, G., Beaumont, P., Doig, R., & Pate, J. (2005). Branding: A new performance discourse for HR? European Management Journal, 23(1), 76–88. https://doi.org/10.1016/j.emj.2004.12.011
- Martin, G., & Cerdin, J. L. (2014). Employer branding and career theory: New directions for research. In: Sparrow, P., Scullion, H. and Tarique, I. (eds.) Strategic Talent Management: Contemporary Issues in International Context. Cambridge: Cambridge University Press.
- McClean, E., & Collins, C. J. (2011). High-commitment HR practices, employee effort, and firm performance: Investigating the effects of HR practices across employee groups within professional services firms. Human Resource Management, 50(3), 341–363. https://doi.org/10.1002/hrm.20429
- McDonald, R. P. (1999). Test theory: A unified treatment (1st ed.). Mahwah, NJ: Lawrence Erlbaum Associates Publishers.
- Melewar, T. C., Gotsi, M., & Andriopoulos, C. (2012). Shaping the research agenda for corporate branding: avenues for future research. European Journal of Marketing, 46(5), 600-608. https://doi.org/10.1108/03090561211235138
- Miles, S. J., & Mangold, G. (2004). A conceptualization of the employee branding process. Journal of Relationship Marketing, 3(2–3), 65–87. https://doi.org/10.1300/J366v03n02_05
- Morgan, N. A., Kaleka, A., & Katsikeas, C. S. (2004). Antecedents of export venture performance: A theoretical model and empirical assessment. Journal of Marketing, 68(1), 90–108. https://doi.org/10.1509/jmkg.68.1.90.24028
- Mukherjee, D., Makarius, E. E., & Stevens, C. E. (2018). Business group reputation and affiliates’ internationalization strategies. Journal of World Business, 53(2), 93–103. https://doi.org/10.1016/j.jwb.2017.12.003
- Mukherjee, D., Makarius, E. E., & Stevens, C. E. (2021). A reputation transfer perspective on the internationalization of emerging market firms. Journal of Business Research, 123, 568–579. https://doi.org/10.1016/j.jbusres.2020.10.026
- Munjal, S., Budhwar, P., & Pereira, V. (2018). A perspective on multinational enterprise’s national identity dilemma. Social Identities, 24(5), 548–563. https://doi.org/10.1080/13504630.2017.1386375
- Murillo, E., & King, C. (2019). Examining the drivers of employee brand understanding: A longitudinal study. Journal of Product & Brand Management, 28(7), 893–907. https://doi.org/10.1108/JPBM-09-2018-2007
- Newburry, W. (2012). Waving the flag: The influence of country of origin on corporate reputation. Oxford Handbook of Corporate Reputation, 240–259.
- Piehler, R., King, C., Burmann, C., & Xiong, L. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. European Journal of Marketing, 50(9/10). https://doi.org/10.1108/EJM-11-2014-0725
- Podsakoff, P. M., MacKenzie, S. B., & Podsakoff, N. P. (2012). Sources of Method Bias in Social Science Research and Recommendations on How to Control It. Annual Review of Psychology, 63(1), 539–569. https://doi.org/10.1146/annurev-psych-120710-100452
- Punjaisri, K., Evanschitzky, H., & Wilson, A. (2009). Internal branding: An enabler of employees’ brand-supporting behaviours. Journal of service management, 20(2), 209-226. https://doi.org/10.1108/09564230910952780
- Punjaisri, K., & Wilson, A. (2011). Internal branding process: Key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521‑1537. https://doi.org/10.1108/03090561111151871
- R Core Team. (2013). R: A language and environment for statistical computing. Vienna: R Foundation for Statistical Computing. Retrieved from https://www.r-project.org/
- Rademaker, M. E. (2021). Package “cSEM” Composite-Based Structural Equation Modeling. The Comprehensive R Archive Network.
- Rahman, M., Rodríguez-Serrano, M. Á., & Lambkin, M. (2018). Brand management efficiency and firm value: An integrated resource based and signalling theory perspective. Industrial Marketing Management, 72, 112–126. https://doi.org/10.1016/j.indmarman.2018.04.007
- Rao, A. R., Qu, L., & Ruekert, R. W. (1999). Signaling unobservable product quality through a brand ally. Journal of marketing research, 36(2), 258-268. https://doi.org/10.1177/002224379903600209
- Roemer, E., Schuberth, F., & Henseler, J. (2021). HTMT2—an improved criterion for assessing discriminant validity in structural equation modeling. Industrial Management & Data Systems, 121(12), 2637–2650. https://doi.org/10.1108/IMDS-02-2021-0082
- Rosseel, Y., Jorgensen, T. D., & Rockwood, N. (2020). lavaan: Latent variable analysis. The Comprehensive R Archive Network. https://doi.org/https://cran.r-project.org/web/packages/lavaan/lavaan.pdf
- Roth, K., & Diamantopoulos, A. (2009). Advancing the country image construct. Journal of Business Research, 62(7), 726–740. https://doi.org/10.1016/j.jbusres.2008.05.014
- RStudio Team. (2020). RStudio: Integrated Development for R. Boston, Massachusetts. Retrieved from http://www.rstudio.com/
- Rugman, A. M., & Verbeke, A. (2002). Edith Penrose’s contribution to the resource-based view of strategic management. Strategic Management Journal, 23(8), 769–780. https://doi.org/10.1002/smj.240
- Saini, G. K., Lievens, F., & Srivastava, M. (2022). Employer and internal branding research: A bibliometric analysis of 25 years. Journal of Product & Brand Management, 31(8), 1196-1221. https://doi.org/10.1108/JPBM-06-2021-3526
- Saleem, F. Z., & Iglesias, O. (2016). Mapping the domain of the fragmented field of internal branding. Journal of Product & Brand Management, 25(1), 43-57. https://doi.org/10.1108/JPBM-11-2014-0751
- Samiee, S., Katsikeas, C. S., & Hult, G. T. M. (2021). The overarching role of international marketing: Relevance and centrality in research and practice. Journal of International Business Studies, 52(8), 1429-1444. https://doi.org/10.1057/s41267-021-00433-2
- Santos-Vijande, M. L., del Río-Lanza, A. B., Suárez-Álvarez, L., & Díaz-Martín, A. M. (2013). The brand management system and service firm competitiveness. Journal of Business Research, 66(2), 148-157. https://doi.org/10.1016/j.jbusres.2012.07.007
- Sartain, L. (2005). Branding from the inside out at Yahoo!: HR’s role as brand builder. Human Resource Management, 44(1), 89–93. https://doi.org/10.1002/hrm.20045
- Sharma, S., Mukherjee, S., Kumar, A., & Dillon, W. R. (2005). A simulation study to investigate the use of cutoff values for assessing model fit in covariance structure models. Journal of Business Research, 58(7), 935–943. https://doi.org/10.1016/j.jbusres.2003.10.007
- Sirianni, N. J., Bitner, M. J., Brown, S. W., & Mandel, N. (2013). Branded service encounters: Strategically aligning employee behavior with the brand positioning. Journal of Marketing, 77(6), 108-123. https://doi.org/10.1509/jm.11.0485
- Spence, M. (1973). Job market signaling. Quarterly Journal of Economics, 87, 355–-374. https://doi.org/10.2307/1882010
- Srivastava, R. K., Shervani, T. A., & Fahey, L. (1998). Market-based assets and shareholder value: A framework for analysis. Journal of marketing, 62(1), 2-18. https://doi.org/10.1177/002224299806200102
- Steenkamp, J. E. M., & Baumgartner, H. (1998). Assessing Measurement Invariance in Cross-National Consumer Research. Journal of Consumer Research, 25(1), 78–107. https://doi.org/10.1086/209528
- Stevens, C. E., & Makarius, E. E. (2015). Overcoming information asymmetry in foreign entry strategy: The impact of reputation. Global Strategy Journal, 5(3), 256–272. https://doi.org/10.1002/gsj.1099
- Stiglitz, J. E. (2000). The contributions of the economics of information to twentieth century economics. Quarterly Journal of Economics, 115, 1441v1478. https://doi.org/10.1162/003355300555015
- Suter, M. B., Borini, F. M., Floriani, D. E., da Silva, D., & Polo, E. (2018). Country-of-origin image (COI) as a country-specific advantage (CSA): Scale development and validation of COI as a resource within the firm perspective. Journal of Business Research, 84, 46–58. https://doi.org/10.1016/j.jbusres.2017.11.006
- Suter, M. B., Munjal, S., Borini, F. M., & Floriani, D. (2021). Conceptualizing country-of-origin image as a country-specific advantage: An insider perspective. Journal of Business Research, 134, 415-427. https://doi.org/10.1016/j.jbusres.2021.05.034
- Thøgersen, J., Aschemann-Witzel, J., & Pedersen, S. (2020). Country image and consumer evaluation of imported products: Test of a hierarchical model in four countries. European Journal of Marketing. https://doi.org/10.1108/EJM-09-2018-0601
- Voorhees, C. M., Brady, M. K., Calantone, R., & Ramirez, E. (2016). Discriminant validity testing in marketing: An analysis, causes for concern, and proposed remedies. Journal of the Academy of Marketing Science, 44(1), 119–134. https://doi.org/10.1007/s11747-015-0455-4
- Wilden, R., Gudergan, S., & Lings, I. (2010). Employer branding: Strategic implications for staff recruitment. Journal of Marketing Management, 26, 56–73. https://doi.org/10.1080/02672570903577091
- Zeugner-Roth, K. P., & Bartsch, F. (2020). COO in print advertising: Developed versus developing market comparisons. Journal of Business Research, 120, 364–378. https://doi.org/10.1016/j.jbusres.2019.08.035
10.7202/1072624ar