Abstract
In 1996, the Ssanyong-Musso, a new Korean-made recreational vehicle, was released into the Australian market. The product, distributed through the Mercedes-Benz retail network, was advertised as having a Mercedes-Benz engine. The link between a new unknown brand and a well-established prestigious one, via the explicit promotion of one component, appears to be critical for the positioning of Ssangyong in the luxury car market Even though this multi-branding strategy does not necessarily represent a trend, it may reflect one consequence of the globalisation of the automotive industry.
Chapter PDF
Similar content being viewed by others
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
References
Greider, W. (1997), One World. Ready or Not: The Manic Logic of Global Capitalism. New York: Touchstone, Simon and Schuster.
Han, C. K. (1990), “Testing the Role of Country Image in Consumer Choice Behaviour”, European Journal of Marketing. 24, 24-40.
Samiee, S. (1994), “Customer Evaluation of Products in a Global Market”, Journal of International Business Studies. 25, 579-603.
Santucci, M. (1997), “Executive Insights: Globalization of the Auto Parts Industry”, Journal of International Marketing. 5, 85-89.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Karunaratna, A.R., Quester, P.G., Johnson, L.W. (2015). Do Component Systems and Country-of-Origin Information Influence Product-Brand Evaluations?. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_145
Download citation
DOI: https://doi.org/10.1007/978-3-319-17356-6_145
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
eBook Packages: Business and EconomicsBusiness and Management (R0)