1. Brand origin: conceptualization
... (Dutch), Beck (German), and Coors, whose ads place their brewery in Colorado and present their chief officer talking to consumers against a backdrop of the Rockies. Aaker (1991) also notes that vodka brand names and advertising tend to emphasize national origins, with Stolichnaya (Russia), Absolut (Swedish), Finlandia (Finland) and Icy (Iceland) being the most prominent examples. In other ... , besides the one proffered by Tanaka (1993), may lie in the consumer ethnocentrism of the Japanese. Consumer ethnocentrism has been defined by Shimp and Sharma (1987), following the sociological li...
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