How can Country-of-Origin image be leveraged to create global sporting goods brands? (original) (raw)
2014, Sport Management Review
AI-generated Abstract
This paper investigates how innovative New Zealand-based firms leverage Country-of-Origin (CoO) image to create value in global sporting goods brands. Utilizing a qualitative comparative case method, the study explores the influence of New Zealand's sport product category-country associations on brand creation. Findings highlight that alignment between CoO reputation and brand values facilitates the establishment of strong brands in the outdoor sport sector. Contributions extend understanding of branding by integrating location and product category, and the study outlines future directions for research in brand management.
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