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Correlations between the country of origin (COO), marketing mix elements and the brand value

Published online by Cambridge University Press:  26 November 2012

T. VUKASOVIČ
T. VUKASOVIČ*
Affiliation:
International School for Social and Business Studies, Mariborska cesta 7, SI - 3000 Celje, Slovenia
*
Corresponding author: tina.vukasovic@mfdps.si
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Abstract

The main aim of this paper is to create an original model of correlations between the country of origin (COO), marketing mix elements and the brand name value from an external point of view of perception of the Croatian consumers. Based on the quantitative research we note the relationship between the origin of the poultry product, marketing mix elements, and the brand name value. Emphasis is placed on establishing how the origin of the product and marketing mix elements impact on the brand name value. It has been found that the origin of the product has at least such a statistically significant influence on the brand name value as the marketing mix elements. This article presents the model of conceptual relationships between the origin of the poultry product, marketing mix elements and brand name value, which was tested with a structural model of written relationships. Furthermore it presents a measuring instrument and procedures for checking the reliability and validity of the structural model of brand name value of product.

Keywords

country of originmarketingbrand name valuepoultry product
Type
Review Article
Information
World's Poultry Science Journal , Volume 68 , Issue 4 , December 2012 , pp. 627 - 636
Copyright
Copyright © World's Poultry Science Association 2012

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