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Abundant consumer data has made decision-making more complicated, rather than simple, for marketers. This raises an important question about which variables in the data contain reliable information for retailers to predict future consumer purchase value (CPV) to guide strategic decisions. The authors address this question by exploring the variables "distinctive choice of brand country of origin" (DBCOO) and "country of origin diversity" (COO diversity) as analytical tools to extract insights from consumer purchase data. Building on signaling theory, the authors theorize and empirically test that DBCOO and COO diversity in a consumer's purchase history can signal, and therefore help predict, CPV. Moreover, the authors explore high-involvement product categories and purchase frequency as boundary conditions to develop a comprehensive framework of COO signals as strategic analytical tools. They find that DBCOO in a consumer's purchase history indeed increases CPV and that this relationship is enhanced for high-involvement product categories but moderated curvilinearly by purchase frequency. Moreover, they find that the COO diversity–CPV link is positive but interacts negatively with both moderators. This allows retailers to successfully distinguish high- from low-CPV consumers and thus enables them to manage the marketing mix and resources more effectively. [ABSTRACT FROM AUTHOR]

Over the last decade there has been significant interest in international expansion of emerging market firms (EMFs) due to their distinctive patterns compared with developed market firms (DMFs). In this article, the authors develop an analytical model to generate prescriptive insights for pricing strategies when EMFs enter new foreign markets. Grounded in the international marketing and organizational learning literatures, the model accounts for local and multinational competition, the influence of country-of-origin effects, and the role of organizational learning in foreign markets. The results suggest that when an EMF enters a host market with a local competitor, it could generate higher profits even when charging a lower price than the local competitor. Additionally, the authors find that DMFs enjoy greater profitability than EMFs in foreign markets as a result of positive country-of-origin effects. Finally, the authors propose and validate the use of organizational learning as a process EMFs can use to surmount the negative impact of country-of-origin effects and achieve greater profitability than DMFs. [ABSTRACT FROM AUTHOR]

People demonstrate indirect support for a nation's identity by consuming products representing their nationality. In such context, this article focuses on how people react toward brands with national associations when the nation faces threats perpetrated by institutions. Institutions are important as they are one of the core elements defining national identity. Institutional threats to national identity can come from within the nation (internal threat) and from outside (external threat). Weekly supermarket scanner data from 2004 showed that sales of American-sounding brands declined in counties that saw higher coverage of the Abu Ghraib prison torture scandal (internal threat), and sales of American-sounding brands increased in counties with more war casualties (external threat). Seven additional experiments demonstrated that (1) self-enhancement derived from national identity mediates these main effects, (2) advertisements that refocus attention on how the brand helps cope with external threats mitigate the negative effects of internal threats for American brands, and (3) such advertisements do not mitigate the negative effects of internal threats for non-American brands. Qualitative surveys (N = 218), surveys (N = 1,603), experiments (N = 3,123), and secondary data analyses (encompassing sales of over 8,000 brands across more than 1,100 U.S. stores) were used to triangulate the results. [ABSTRACT FROM AUTHOR]