Introduction & Definition of Brand Psychological Ownership (BPO) Brand Psychological Ownership (BPO) represents a seminal construct in consumer psychology and marketing, derived from the broader concept of psychological ownership developed primarily by Pierce, Kostova, and Dirks. Fundamentally, BPO is defined as the state where consumers feel that a specific brand is “theirs” or belongs to […]
Introduction and Definition of the Brand-Nation Connection The concept of the Brand-Nation Connection represents a critical intersection within consumer psychology and international marketing, describing the deep, often subconscious, linkage forged in the consumer’s mind between a specific commercial entity—the brand—and its perceived country of origin (COO). This connection is far more nuanced than simple logistics […]