The Impacts of Country-of-Origin and Country-of-Consumption Image on Perceived Product Attitude and Purchase Intention
Date Issued
2010
Date
2010
Author(s)
Huang, Kuan-Chieh
Abstract
Country-of-origin (COO) effects is broadly explored and investigated in the literature, the concept furnishes consumptions with only supply-side information from a manufacturer’s view. As global reconfiguration of value chain rises and MNCs expands their production activity across the border, country-of-origin seems loosing its premium on product evaluations. From consumptions’ perspective, we propose a new concept, country-of-consumption (COC) is not only to compensate for the demand-side information insufficiency of COO , but also to offer negative COO countries a potential marketing instrument. We propose that COC influences product evaluations based on different theories.
Therefore, in order to distinct from the traditional view of “country label” effects, we consider a new factor COC to take consumption’s perspective to complement country label effects. In addition, We compare halo effect with summary construct to examined which is a better path to measure .
Finally, we test of significance between COO and COC. We suggest that COC effects consumptions’ attitude, but not effects consumptions’ intention, may open up an exciting avenue for international marketing research. Strategic implications are considered and future research directions are identified. Conclusions and managerial implications are provided in this article. Further research directions are suggested to gain more significant insight to this most researched international consumption behavior.
Subjects
country of origin effects
country of consumption effects
country image
halo effect
summary construct
attitude
intention
Type
thesis
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