Utilitarian versus hedonic brands: Cognitive and affective country image components

Lopez, Carmen and Balabanis, George (2020) Utilitarian versus hedonic brands: Cognitive and affective country image components. In Academy of Marketing Science Annual Conference: Marketing Opportunities and Challenges in a Changing Global Marketplace. Springer. pp. 417-418 . (doi:10.1007/978-3-030-39165-2_167).

Abstract

Research acknowledges a variety of sources that can influence country image, including a country’s economic, political, and social conditions; culture and traditions; citizens; tourism; sports; historical events; and the media (Anholt 2002; Jaffe and Nebenzahl 2006; Kotler and Gertner 2002; O’Shaughnessy and O’Shaughnessy 2000; Papadopoulos and Heslop 2002). Our study examines the neglected area of country image formation by focusing on the role of a country’s brands. Specifically, we assess the influence of the dominant type of recalled brands (hedonic vs. utilitarian) on the affective and cognitive components of country image. The study is based on empirical evidence provided by collecting quantitative data through an online panel comprised of British people. Respondents were asked to retrieve from memory as many brands as they could about Italy and South Korea, respectively. Then they evaluated the country image (the cognitive and affective elements) of Italy and South Korea. To test the hypotheses, we classified the retrieved brands into hedonic and utilitarian categories. The results suggest that the link between hedonic (utilitarian) brands and the affective (cognitive) is complex and may be moderated by other variables. Theoretically and managerially, it is crucial to determine how a country’s brands contribute to shape the country’s image. Understanding the makeup of a country’s image and the contribution of each element can shed better light on the mechanisms underlying the country of origin effects and help identify the elements in a country’s image that are crucial to the activation of such effects. The results of this study should help practitioners allocate resources in nation-branding campaigns.

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Contributors

Author: Carmen Lopez

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