The expanded halo model of brand image, country image and product image in the context of three Asian countries

Purpose: The purpose of this paper is to examine an alternate halo model across the context of South Korea, China and India, and provide expanded interrelationships among their major brands’ brand images, country images, general product images and category-specific images (electronics and fashion handbags). Design/methodology/approach: The proposed hypotheses in the alternate halo model were tested through a quantitative (survey) approach. Findings: The results of analyzing 305 American consumers’ responses suggest theoretical and marketing implications for Asian countries in utilizing brand image effect and cross-category halo effects in marketing products in the global market. Originality/value: The study proposes an alternate country image model that can be applied to the context of Asian countries with relatively immature country image, which is expanded from the traditional models in literature.