Linking product evaluations and purchase intention for. Effects of subcultural differences on country and product. Countryoforigin effects and their impact upon consumers. 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. This dissertation examines the influence of the country of origin of products on consumers product evaluations. Countryoforigin effects for uninational and binational. Although useful, the existing evidence for countryoforigin effects is limited in two ways.
The country of origin fit refers to whether the product and brand origin are the same. We determine the impact of source on respondents assessment of the quality and relevance of selected research abstracts. Spatial heterogeneity of countryoforigin effects within a country. 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. However, the question of how much influence the country of origin. Results from this study suggest that situational involvement moderates the effect of coo cue on product evaluation.
The influence of countryoforigin on consumer purchase. Country of origin, consumer behaviour, cognition, product evaluation introduction the country of origin of a product, normally communicated through the. 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. Specifically, group conformity also has significant relationship with purchase intention. Olga visbal 1, herreramendoza ketty 2, erick orozcoacosta 3, markus herzberg 4.
This issue is addressed by specifying conceptual relationships among three criterion variablesconsumer evaluations of product quality, perceived product value, and purchase intention in. The influence of country of origin cues on product. 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. 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.
Pdf countryoforigin effects on product evaluations. 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. Journal of international business studies, 1982, vol. A new methodological perspective, journal of marketing research, 5 3. With the political and economic changes in eastern europe, there is an increasing need to market successfully products from these countries in the industrialized world. This study also combines both quantitative and qualitative. Star cruise malaysia and royal caribbean lines usa were selected as the brands and countries for the study. This paper reports an experimental study concerned with the observed inconsistency between evaluative and behavioral data for countryoforigin coo effects. Abstract an exploratory study was conducted to examine the impact of country of origin effects upon consumers product evaluations.
Therefore, country of origin is among the important factors that might influence the consumer purchase intention. Bilkey university of wisconsinmadison erik nes gustav a. The final purchase decision of the consumer is then based on both factors the identity of the brand product, and the image of the country from which the product brand originates. An empirical investigation is conducted to determine the effects of image variables on beliefs and attitudes in the multiattribute model framework.
Brand and countryoforigin effect on consumers decision to. Specifically, the present study tested the relationship between brand names and source country on country of origin effects. Previous researchers working on the effects of coo take two complementary directions. People routinely associate country images with products and services in order to judge and categorize them based on perceived quality and risk levels. This paper investigates the effects of consumer ethnocentrism and countryoforigin perceptions on product evaluations by consumers in the emerging indian market. A structural equation model is developed and tested for this purpose. The relevance of this topic was recognized already.
This study examines country of origin co and brand effects on consumers quality perceptions, attitudes, and purchase intentions with respect to a service. This research explores the different effects of brand origin country and madein country on consumers product evaluations and purchase intention. Abstract this study examines the effects of countryoforigin coo cues on product evaluation and purchase intention by considering the role of product. Oct 11, 2008 this paper reports an experimental study concerned with the observed inconsistency between evaluative and behavioral data for country of origin coo effects. When a product s country of origin is presented in the context of information about specific attributes of the product, it potentially could have several direct and indirect effects on product evaluations. Countryoforigin effect on consumer perceptions and purchasing behaviors.
Hong and wyer 1989 found little evidence that a products country of origin influenced the way that other product information was interpreted. The country of origin may be an important element in the perceptions consumers have of products and. Brand origin country can be specific depending on product type. The impact of country of origin on pretrial and posttrial product evaluations. Although useful, the existing evidence for country of origin effects is limited in two ways. To this end, we construct an integrative framework that allows the effects of product nationality on consumption to be treated holistically. This paper investigates the effects of consumer ethnocentrism and country of origin perceptions on product evaluations by consumers in the emerging indian market. Countryoforigin effects on consumer product evaluation and purchase intention. Specifically, the present study tested the relationship between brand names and source country on countryof origin effects. Countryoforigin effects on product evaluations econpapers. 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. Results reported by han and terpstra 1988 show that country effects on consumer product perceptions can be mediated by brand. It takes the form of a multiattribute attitudinal model analyzed by means of a system of simultaneous equations. Four hypotheses were raised concerning the cognitive processes underlying the effects of country of origin and specific attribute information on product evaluation.
In recent years, there has been a lot of research on how the coo effect influences consumers and this has led to a renewed effort to associate and dissociate the products from the countries that they are made in. This research is designed to determine the effects of countryoforigin vs. Country of origin in the research literature the widespread availability of foreign goods over the last several decades has spurred a large research literature into the effects of product origins. Cognitive responses converged to show that consumers perceived linkages significantly influence the weight given to the country of origin in product evaluations. The results indicate that subcultural differences exist in the evaluation of culturally affiliated countries and their products. Countryoforigin effects on product evaluations springerlink. Subjects were given attribute information about a mountain bike made in either japan or the united states. Four hypotheses were raised concerning the cognitive processes underlying the effects of countryoforigin and specific attribute information on product evaluation.
Conceptualizing, measuring, and managing customerbased brand equity, journal of marketing, 57 1. According to johansson 1985, ozsomer and cavusgil 1991, the home country for the company can be used to define the country of origin of the product. Jun 01, 2002 this study examines country of origin co and brand effects on consumers quality perceptions, attitudes, and purchase intentions with respect to a service. This research has shown that knowing a products country of origin coo can significantly impact product evaluations, purchase intention etc. 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. The role of involvement in countryoforigin effects on. First, country of origin may activate concepts and knowledge that affect the interpretation of other available product attribute information. Assessing the impact of country of origin on product. The role of involvement in countryoforigin effects on product evaluation. The role of involvement in country of origin effects on product evaluation. Pdf countryoforigin effects on product evaluations erik. The role of involvement in countryoforigin effects on product. Introduction as the recent growth of globalization and the widespread of international trade, many firms have explored opportunities for distributing their products around the world.
In brief, the country of origin effect measures the impact of the country in which the product is made on the consumers. This paper explores the extent to which the risk attitudes, political convictions, and countryoforigin associations of individuals affect the buying decision of a. 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. On one hand, they consider the composition of productcountry images agrawal and kamakura, 1999, roth and diamantopoulos, 2009, roth and romeo, 1992, usunier and cestre, 2007.
Second, the cognitive mechanisms that mediate country of origin effects on product evaluations. Product quality is perceived lower when a brand from developed country is manufactured in. Image variables in multiattribute product evaluations. Cultural variations in country of origin effects zeynep. It is found that madein cues have significant impacts on quality evaluation while brand origin cues influence purchase intention more prominently. 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. Abstract an exploratory study was conducted to examine the impact of countryoforigin effects upon consumers product evaluations. Many of these studies accentuate the significant effect the coo has on consumers product attribute evaluations. The authors examine the extent to which cultural orientation influences country of origin effects on product evaluations in two countries japan and the united states. Simultaneous equation regression is used to estimate a model linking a particular type of image variable, country of origin, to attitudes and beliefs obtained through a survey of evaluations of.
Consumer perception of product quality and the countryof. A products countryoforigin can directly influence brand loyalty, brand association. When a products country of origin is presented in the context of information about specific attributes of the product, it potentially could have several direct and indirect effects on product evaluations. Respondents in japan evaluated the product that originated in. Consumer evaluations of a hybrid product paul chao university of northern iowa abstract. For example, japan has good brand origin country image in automobile and electronics. Brand and countryoforigin effect on consumers decision. This research is designed to determine the effects of country of origin vs. Assessing the impact of country of origin on product 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 article pdf available in journal of international business studies 1. Results reveal that consumer perceptions differ significantly on the basis of productservice and country of origin. In this study, information about a product was presented under two different taskobjective conditions. To be specific, the country image of the product effects can.
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. Countryoforigin perceptions, consumer ethnocentrism, and. Since 1965, it has been extensively studied by researchers. In an effort to correct methodological problems with previous research on effects of country. In the opposite situation where the country of the product and the brand are different, then there is no country of origin fit. A field study is conducted to measure consumer ethnocentrism and perceived images of india, the united states, japan, and south korea as. Second, the cognitive mechanisms that mediate countryoforigin effects on product evaluations. Ethnocentrism, features, product quality, country of origin, product knowledge, face saving and conformity and purchase intention. Countryoforigin effects on consumer product evaluation and. First, much of this evidence is based on single cue studies, with country of origin the only information cue available to respondents bilkey and nes 1982.
Product quality is perceived lower when a brand from developed. Country of origin, consumer behaviour, cognition, product evaluation introduction the country of origin of a product, normally communicated through the expression made in. Effects of consumer expertise and attribute strength of product evaluations. Countryoforigin effects on consumer product evaluation. Ozsomer and others published countryoforigin effects on product evaluations. The effects of brand origin country and madein country on. In a word, brand origin country can influence consumers product quality assessment. The influence of country of origin cues on product evaluation. The target product was described as either superior or inferior to competition. Lastly, ethnocentrism has a negative effect on product quality and purchase intention. Country image can be defined as the sum of information in the consumers mind about a nationcountry. Hong and wyer 1989 found little evidence that a product s country of origin influenced the way that other product information was interpreted. The cognitive processes underlying country of origin.
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