How emerging-market brands can overcome a weak country image

Purpose This study offers a comprehensive analysis of the relative effectiveness of different strategies that emerging-market brands can use to mitigate a weak country image. Design/methodology/approach This study employs discrete choice conjoint analysis to evaluate the relative effectiveness of store image, warranty duration, third-party certification and corporate engagement on US consumers’ perceptions of products from China and Cambodia. China, representing an advanced emerging market, and Cambodia, representing a less advanced market, were selected to provide a diverse context for comparison. The study examines electric scooters (relatively more hedonic) and refrigerators (relatively more utilitarian) to test the robustness of the findings across different product categories. Findings The study demonstrates that retail store image is the most influential factor in mitigating negative COO effects. An extensive warranty emerges as the second most effective mitigation strategy, followed closely by third-party certification. In contrast, corporate social engagement is found to be the least effective strategy across all studies. The study further explores moderating influences on these preferences. The findings are largely robust, with only minimal effects of age, gender, product home country and product type on the relative effectiveness of the identified mitigation strategies. Practical implications The findings offer valuable insights for managers of emerging-market brands, suggesting a prioritization of marketing efforts. Originality/value The study enhances the theoretical understanding of COO effects, presenting a nuanced view of how various strategies can be deployed to mitigate negative perceptions of brands associated with emerging markets.