Temporal dynamism in country of origin effect The malleability of Italians’ perceptions regarding the British sixties (original) (raw)
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Product-country images in the arts: a multi-country study
International Marketing Review, 2008
Purpose -The country-of-origin literature has focused mainly on tangible products and has neglected largely intangible services and products such as the arts. The objective of this study is to examine the impact that country of origin may have on consumer perceptions of artistic and cultural products and to explore the variables that explain how consumers form their perceptions of countries as producers of cultural products. Design/methodology/approach -A survey was conducted among adult consumers in Australia, Canada, Italy, Switzerland, and the USA that assessed participants' perceptions of 16 countries with respect to their reputation for nine cultural products. Findings -The results indicate that product-country images in the arts are affected by country and product familiarity as well as consumers' openness to foreign cultures and home country bias. Countries more proximate to the participants' home country were also better evaluated, especially when the proximity factor played a significant role in the consumption of cultural products. Research limitations/implications -While almost all of the hypotheses were supported, additional research is needed to examine the cultural products of non-Western and emerging markets as well as product-country perceptions in these markets. Originality/value -This study extends our understanding of country-of-origin effects in the context of aesthetic, intangible, and complex products that elicit both cognitive and affective responses. It demonstrates that familiarity with a country of origin has a stronger association with positive perceptions of product-country reputation than does product familiarity, and that openness to foreign cultures, home country bias, and proximity have a positive effect on product-country evaluations.
Effects of Country of Origin in Product Categories: A Study Concerning Italy and Great Britain
This study examines country-of-origin in terms of the fit between two countries (Italy and Great Britain) and product categories. A framework is suggested which matches the importance of product category dimensions with the perceived image of the country-of-origin along the same dimensions. Such matches (or mismatches) can influence or not the customers in their decision-making process in a different manner concerning the country. Data collected from consumers in Italy and Great Britain demonstrate that strategic implications can increase sales in some category. This study has underlined the presence of an important domestic bias concerning convenience goods category, especially in food purchases. Instead, in specialty goods category, the customer seems to identify and prefer specific countries, and goods are critically evaluated for their origin.
Foreign Uncontrollable Elements of Marketing: Roots of Cultural Forces
International Journal of Social Sciences, 2014
Among the uncontrollable elements of international marketing cultural forces are in the focus of the present paper. In the globalised world it is not enough to be familiar "only" with the geographical, economic, legal, infrastructural, social, etc. environment of the partner country. We should not forget, that we, people are different. This difference originates from our culture. Practice often proves that geographical closeness of the foreign market does not always equal to cultural closeness. It may happen that our product, because of cultural reasons, can be more easily sold in a faraway country instead of in any of our neighbouring countries. But what do we mean by culture? How can we define it? How it is build up of? How it works? How can it cause so extreme differences and sometimes unexpected similarities between people? Building on the research of recognised scientists we are investigating the origin of cultural differences and similarities.
Bogazici Journal
Country of origin research in cross-cultural marketing has been criticised due to its varying operationalizations. One group of researchers has considered country of origins as the countries that are the origins of brands, while others have assumed that they represent the widely known countries that offer high quality products. In other words, the association of country of origin either with products or with brands and a lack of a clear conceptualization have caused confusion among researchers. This paper aims to suggest newly developed constructs such as "country-of-brand" and "product-of-country" that can be used instead of country of origin variable in future studies. Thus, the factor that is measured can be better explained. Additionally, the other factors that influence consumers' foreign product purchases are explained and a conceptual model is developed.
Personal values and the ‘country-of-origin effect’: the moderating role of consumers' demographics
International Journal of Consumer Studies, 2009
This article has addressed the following research problem: what consumers' personal values most influence the country-of-origin effect? Furthermore, it has verified whether there are differences on this influence, in terms of consumers' demographic characteristics such as gender, age and country familiarity. A descriptive and quantitative empirical research has been used to analyse the product category of Chinese home appliances, using a sample of Brazilian executives. Results have shown that consumers' personal values exert different influences on the evaluation of foreign products. Most influences of personal values on the country-of-origin effect are negative; the more important the personal values, the more negative the products are evaluated. Exceptions are for women. With the results of this research, marketing professionals and theoreticians may better manage the use of a product's country of origin as a marketing tool in international marketing activities. Socio-demographic variables and the country-of-origin effect Although there seems to be a consensus on the fact that the country of origin has an impact on the product evaluation, there is, at the same time, a constant debate about the magnitude of this effect. Particularly, this debate considers the strength of other intrinsic and extrinsic information about the product as well as environmental and cultural factors that may facilitate or inhibit the trust in the country of origin. Characteristics that may have an influence on the country-oforigin effect are consumers' level of education and conservatism, age and gender, fluency in the language of the country, the number of clues about the product, the need for cognition, motivation, degree of involvement and familiarity with the brand and culture
Country of Origin and Consumer Perceptions
International Journal of Business Strategy and Automation, 2020
Different products and brands come from different countries. Consumer perceptions and country images are developed because of country of origin. Country of origin affects global brands. Consumer perceptions about global brands are related to stereotyping, ethnocentrism, industrialization, technological developments, and fads. Consumer perceptions create influences on brand choices and acceptance of brands. Consumer perceptions about country of origin should be improved. Companies adopt a number of strategies and initiatives to overcome and improve country-of-origin perceptions. A proper understanding of consumer perceptions about country of origin is required for managers to realize consumer preferences about global brands and the connections between consumer perceptions and country of origin. All these will allow companies to establish their products and brands in foreign markets, sell their brands, and achieve business excellence.
Emerald, 2017
ㅇ Purpose The purpose of this paper is to provide an understanding of the country-of-origin (COO) effect on overseas distributors’ behaviour in international marketing channels. Integrating the theory of planned behaviour (TPB) and the concepts of country-induced biases, the current study develops an empirically testable model that explains and predicts overseas distributors’ behaviour in international marketing channels. ㅇ Design/methodology/approach Hypotheses were tested using primary data stemmed from a survey of channel relationships between exporters and their overseas distributors. Data were collected from 103 distributors in the USA. ㅇ Findings Empirical evidence shows that attitude towards foreign brands, social valuation of the origin of brands, and perceived behavioural control affect overseas distributors’ intention to place foreign brands. In addition, country-induced bias factors – buyer animosity and country-related affect to the origin of manufacture – are considered to be the antecedents of attitude towards foreign brands. ㅇ Research limitations/implications Because this study adopted a cross-sectional design, the limitations of this method can be applied to the study. In addition, because of the research context, the results of the present research may lack generalizability. This manuscript, however, integrated the TPB and the concepts of country-induced biases and addressed the calls for research on the COO effects on overseas distributors’ decision in international marketing channels. ㅇ Practical implications The manuscript suggests that to build positive attitudes towards foreign brands, a firm should focus on promotions through various media in international markets to lower animosity and the perceived risk to the origin of manufacture. In addition, firms with foreign brands need to identify and target a segment that feels comfortable about spending their resources on those brands. Finally, international marketers should focus on creating positive attitudes towards foreign brand goods and proper pricing strategies. ㅇ Originality/value This manuscript fills the knowledge gap of the COO effect on organizational buyer behaviour in international marketing channels.