Studying coo effects on product evaluations has been a major research. Brand countryoforigin connection is the extent to which a brand is used to express ones patriotic national identity. A new methodological approach for examining the impact of country of origin on product evaluations is proposed. The countryoforigin effect is created in the minds of c. The issue is important for countries especially resourcepoor, developing countries that need to increase manufactured exports and for firms that source products in countries different from where sold. Community customs code nonpreferential origin rules when more than one country involved, country of origin determined by last, substantial, economically justified processing or working in an undertaking equipped for that purpose and resulting in the manufacture of a new product or representing an important stage of manufacture. The effects of countryrelated affect on product evaluations jstor. Countryoforigin effects on consumer product evaluation. A structural equation model is developed and tested for this purpose. Affect toward countries can be generated by people s personal experiences with the country or by targeted advertising.
Countryoforigin premiums for retailers in international. Along with the increasing needs of beauty and personal care in modern life, cosmetics become more and more necessary for not only women but also men all over the world. A study of imported powder milk, hoang tpm le, phuong v nguyen, ho phi di. Thus, in this research we analyze the coo as the country in which corporate headquarters of the company marketing the brand is located, regardless of the place in which. Multiple regression analysis of data from 379 res pondents was used to test three hypotheses. Countryoforigin effect and consumer decisionmaking aby. The country of origin effect coe, also known as the madein image and the nationality bias, is a psychological effect describing how consumers attitudes, perceptions and purchasing decisions are influenced by products country of origin labeling. Effects of country of origin and product features on. Assessing consumer preferences for countryoforigin.
First, the importance of country of origin in relation to other product attributes is considered. The purpose of this paper is to analyze how national stereotype, country of origin coo, and fashion brands images influence consumers brand evaluations and purchase intentions regarding fashion collections. The country of origin may be an important element in the perceptions consumers have of products and services especially where little other information is known. Designmethodologyapproach data were collected from residents of a large north american metropolitan. Country personality should be regarded as a complement to rather than as a substitute of coi, because it captures a country s symbolic meaning to a consumer.
Influence of ethnocentrism on consumers intention to buy. Country of origin beginning with dichter 1962, research investigating country of origin effects on product evaluations has become a major research field in international marketing jaffe and nebenzahl, 2001. This study proposes a conceptual model for evaluating the countryoforigin effect. Countryoforigin effects on product evaluations econpapers.
Individual difference moderators of countryoforigin effect on product evaluations. Country of origin as brand element wiley international. Country of origin effect definition for the past four decades, the effect of a products country of origin coo on buyer perception, evaluations and intentions has been one of the most widely studied phenomena in the international business, marketing and consumer behavior literatures. Impact of perceived brand name origin on fashion brands. Effects of country of origin and product features on customer. Third, the likely effect of country of origin on consumer choice across a range of product categories is studied with brand name and price held constant. The purpose of the study was to investigate the respective influences of price and country of origin as extrinsic cues on consumer evaluations of wine quality when all intrinsic cues are experienced through sensory perception. This paper discusses the influence of the countryof o rigin image, product knowledge and product involvement on consumer purchase decisions. The topic is focused on country of origin concept and its impact on consumer product evaluation process. European advances in consumer research volume 1, 1993 pages 191197. This paper tries to identify the effects of brands countryoforigin image on the formation of its brand equity. The effects of the country of brand and the country of.
Applying extensive foodservice knowledge and effective information tools to help our foodawayfromhome partners successfully build their business through opportunity identification, new product development and improved product brand performance. Consumer perception of product quality and the countryoforigin effect1 consumer attitudes to local and foreign products and the likely countryoforigin effect in buy local and made in. This study examines coo in terms of the fit between. A framework for managing countryoforigin effects martin s. Refers to the extent to which the place of course hero. The roots of the study originate from past research, which clearly indicate that rather influencing consumer purchase intentions coo more successfully effects consumers product evaluations. Second, country of origin is assessed as a surrogate indicator of product quality. Country of origin, consumer behaviour, cognition, product evaluation introduction the country of origin of a product, normally communicated through the expression made in. For these categories of goods, countryoforigin a ects product evaluations and consumers decisions. In this paper, we assess consumer willingness to pay for a mandatory countryoforigin labeling cool program applied to beef ribeye steaks, chicken breasts, and pork chops, all labeled as certified u. Pdf countryoforigin effects on product evaluations.
The country, the type of product, the image of the company, and companys brand all have an effect on whether the country of origin will engender a positive or negative reaction. In simple terms country of origin refers to country in which the product has been developed or we can say the country to which product belongs to and identifies with. Coo effect is no longer a major issue for international marketing. Marketing inferences are drawn, and implications for future research are developed. Country of origin is an important cue to influence consumers perception of a brand as reported and documented by the literature. The study of country of origin coo effects examines how consumers perceive products emanating from a particular country.
An information processing perspective sungtai hong roberts. Consumers view of country of origin is equated to attitudes towards product evaluations nagashima, 1970. Marjorie wall, university of guelph, ontario, canada the data reported herein were supported in part by strategic grants from the social. Korea seoul and overseas new york and paris collections are compared and analyzed. The eu product safety and market surveillance package. Country of origin effect definition for the past four decades, the effect of a products country of origin coo on buyer perception, evaluations and intentions has been one of the most widely studied phenomena in the international business. In a metaanalysis including 41 studies and 278 estimates on the effect of country of origin, verlegh and steenkamp argue that the countryoforigin effect can be classified as a substantial factor in product evaluations p. In analyzing, attempt was made from cognitive perspective of. Specifically, group conformity also has significant relationship with purchase intention. Country image can be defined as the sum of information in the consumers mind about a nationcountry. A framework for managing country of origin effects martin s. The target product was described as either superior or inferior to competition. Such coobased equity might even extend to other product categories due to stereotypical bias. Purpose this study was designed to extend knowledge of cognitive processing of country of origin cues by re.
The effects of countryrelated affect on product evaluations. Effects of country of origin and product features on customer purchase intention. Integrated marketing has done wonders for both marketers and customers in reducing the impact of mythical country of origin stereotyping. The influence of countryoforigin on consumer purchase. Four hypotheses were raised concerning the cognitive processes underlying the effects of country of origin and specific attribute information on product evaluation. Matching product catgeory and country image perceptions. Helping develop winning product solutions and strategies for the food awayfromhome industry. Effects of consumer expertise and attribute strength on product evaluations durairaj maheswaran this research identifies consumer expertise and the type of attribute information as moderating the effects of country of origin on product evaluations. This paper investigates the effects of consumer ethnocentrism and countryoforigin perceptions on product evaluations by consumers in the emerging indian market. Individual difference moderators of countryoforigin effect on. Effects of countryoforigin and productattribute information on product evaluation. Lastly, ethnocentrism has a negative effect on product quality and purchase intention. Country of origin is believed has positively influence consumers perception of product quality han and terpstra, 1988.
Countryoforigin effects on product evaluations article pdf available in journal of international business studies 1. Organic food, certification label, countryoforigin effect, trust, quality perception. A pakistani university teachers perspective a thesis submitted to university of salford in partial fulfilment of the requirements for the degree of doctor of philosophy amna shahzad salford business school, university of salford, manchester, july, 2014. A conjoint analysis of the united states, canada, germany and the netherlands, european journal of marketing on deepdyve, the largest online rental service for scholarly research with thousands of academic publications available at your fingertips. This thesis intends to provide a better understanding of the influence of country of origin on consumers product evaluations. First, the importance of country of origin in re lation to other product attributes is considered. Apr 28, 2015 in this paper, we assess consumer willingness to pay for a mandatory countryoforigin labeling cool program applied to beef ribeye steaks, chicken breasts, and pork chops, all labeled as certified u. Assessing the impact of country of origin on product. Country image is recognized as one of the most relevant research streams in the international marketing literature. Assessing consumer preferences for countryoforigin labeling. The impact of country of design and country of manufacture on consumer perceptions of binational products quality. Subjects were given attribute information about a mountain bike made in either japan or the united states. Researchers have demonstrated that country of origin has an important impact on consumer evaluations of products and brands hong and wyer 1990. Ozsomer and others published countryoforigin effects on product evaluations.
Countryoforigin premiums for retailers in international trades. The impacts of country of origin, price, and brand on. We determine the impact of source on respondents assessment of the quality and relevance of selected research abstracts. The study of countryoforigin coo effects examines how consumers perceive products emanating from a particular country. Country personality should be regarded as a complement to rather than as a substitute of coi, because it captures a countrys symbolic meaning to a consumer. The association between place of origin of a product and its effect on consumer preference has been in existence and researched for long.
Countryoforigin perceptions, consumer ethnocentrism, and. The impact of country of design and country of manufacture. The effects of intrinsic, countryoforigin and price cues. Impact of perceived brand name origin on fashion brands perceived luxury 156 although widely accepted, implies some operationalization difficulties. Introduction globalisation has resulted in increased competition as businesses extend their coverage to include a range of domestic and international markets. Countryoforigin effect and consumer decisionmaking. Since 1965, it has been extensively studied by researchers. Pull strategies a subset of source effects is referred to as country of origin effects, or the extent to which the place of manufacturing influences product evaluations. John liefeld, university of guelph, ontario, canada. So the conclusion is that the possible countryoforigin effect on the perception of organic certification label is not tested to be significant in this research. Effects of country of origin on consumer product evaluations. Four hypotheses were raised concerning the cognitive processes underlying the effects of countryoforigin and specific attribute information on product evaluation. The aim of the research was to determine consumer perceptions of meat product regarding its origin and a potential impact of its origin on the sensorical.
Indeed, many surveybased studies in the marketing literature, summarized by roth and diamantopoulos 2009, emphasize the role of countryoforigin labels in setting consumer perceptions of quality. However, so far, no study has empirically investigated how the symbolic value of a country impacts consumer evaluations and product preferences. Objectives the source of research may influence ones interpretation of it in either negative or positive ways, however, there are no robust experiments to determine how source impacts on ones judgment of the research article. Data were collected by a questionnaire from college students. In this regard, sullivan mort and han 2000 said, the less information we have about a given country the more dangers the sales of its products will encounter. The country of origin not only had a direct influence on product evaluations, but. Consumer perception of product quality and the countryof. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Based on the papers with relevant theories and literature included, this study gave an overview of the impact of extrinsic cues related to cosmetic products such as brand, price and countryoforigin coo on. A field study is conducted to measure consumer ethnocentrism and perceived images of india, the united states, japan, and south korea as. Country related affect cra systematically influences product evaluations depending on the valence as well as the warmth or competence associations of cra.
Consumer behavior, public policy, and countryoforigin. Effects of consumer expertise and attribute strength on product evaluations durairaj maheswaran this research identifies consumer expertise and the type of attribute information as moderating the. The effect of country of origin can often go beyond. This dissertation examines the influence of the country of origin of products on consumers. An information processing perspective sungtai hong robert s. In four experiments, this research examines the effect of country related affect cra on the evaluations of products originating from the country. Various theories have been advanced to explain how country of origin influences consumer product evaluations. Countryoforigin effects on consumer product evaluation and purchase intention. Country of origin coo is an important concept in international business research because of its ability to influence purchase behavior and other critical outcomes. It takes the form of a multiattribute attitudinal model analyzed by means of a system.
A field study is conducted to measure consumer ethnocentrism and perceived images of india, the united states, japan, and south korea as countries, and evaluations. The countryoforigin effect coe, also known as the madein image and the nationality bias, is a psychological effect describing how consumers attitudes, perceptions and purchasing decisions are influenced by products country of origin labeling. Countryoforigin effects on product evaluations springerlink. Keywords country of origin, product design, perception, consumer behaviour, emerging markets. Based on the papers with relevant theories and literature included, this study gave an overview of the impact of extrinsic cues related to cosmetic products such as brand, price and country of origin coo on female consumers. Country of origin effects and consumer product evaluation process md afnan hossain lecturer, school of business studies, southeast university, dhaka, bangladesh abstract. Foodservice market research product evaluations, inc. Pdf countryoforigin effects on consumer product evaluations. Applying extensive foodservice knowledge and effective information tools to help our foodawayfromhome partners successfully build their business through opportunity identification, new product development and improved productbrand performance.
This paper investigates the effects of consumer ethnocentrism and country of origin perceptions on product evaluations by consumers in the emerging indian market. The association between place of origin of a product and its effect on. Country of origin effects on brand image, brand evaluation. Bauer college of business, university of houston, houston, tx 77204, united states b international business school, brandeis university, waltham, ma 02454, united states abstract. A products countryoforigin can directly influence brand loyalty, brand association, brand awareness and perceived quality respectively and therefore have an indirect impact on brand equity.
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