International brand strategies applied by companies from emerging markets in terms of the country of brand origin (COBO) effect and consumer behaviours

Research problem: the importance and methods of applying the country of origin (COBO) effect in the international branding of companies from emerging markets and the impact of the type of brand used by these companies in terms of the COBO effect according to the typology of Chailan and Ille (2015) on the purchase intentions of consumers from emerging markets on the example of Polish consumers, taking into account their socio-demographic and psychographic characteristics and the reasons why consumers from emerging markets ignore or pay attention to the country of origin of the brand when choosing foreign brands vs. those from the home market (Polish).

Cognitive and methodological goals of the project:

1. Conceptualization of brand strategies of international enterprises from emerging markets due to the country of origin (COBO) effect and their impact on the purchase intentions of consumers from emerging markets from the perspective of consumers and conceptualisation of the COBO effect from a strategic perspective by identifying the perceived significance and methods of applying the COBO effect in the brand strategies of international companies from emerging markets, including Polish companies, and identifying the reasons for ignoring / paying attention to the country of brand origin when selecting a brand (foreign brands vs. domestic brands) (cognitive goal);
2. developing a model of the relationship between the type of international brand strategy used by companies from emerging markets due to the COBO effect and the purchase intentions of consumers (methodological goal);
3. verification of the model using quantitative empirical research.