Brand Origin Recognition Accuracy: Perspectives from Emerging Markets


Lascu D., Bilgin F. Z. , Wuehrer G. A.

16th World Business Congress, Maastricht, Netherlands, 4 - 08 July 2007, vol.16, pp.544-545 identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 16
  • City: Maastricht
  • Country: Netherlands
  • Page Numbers: pp.544-545

Abstract

This research measures and tests a concept referred to as brand origin recognition accuracy (BORA - cf. Samiee, Shimp, Sharma 2005) in the emerging market of Turkey. We explore consumers' knowledge of brand origins based on the model advanced by Samiee et al. (2005) using a small judgment sample of managers and junior managers attending a master's program at one of Turkey's premier graduate schools in Istanbul completed a structured, self-administered questionnaire. These individuals were then enlisted by to researchers in creating a respondent-driven snowball sampling design. Research has demonstrated that snowball samples are well suited to make estimates about social networks (Salganik and Heckathorn 2004), such as networks of managers in a particular industry. We asked the respondents to identify colleagues in their firms who held positions of managers, assistant managers, or managers-in-training, and to ask them to complete the self-administered questionnaires.