Country of origin effects on product evaluations pdf

Brand origin country can be specific depending on product type. Effects of subcultural differences on country and product. Countryoforigin effects on consumer product evaluation and purchase intention. 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. First, country of origin may activate concepts and knowledge that affect the interpretation of other available product attribute information. Specifically, the present study tested the relationship between brand names and source country on countryof origin effects. Since 1965, it has been extensively studied by researchers. 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. 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 issue is addressed by specifying conceptual relationships among three criterion variablesconsumer evaluations of product quality, perceived product value, and purchase intention in. Cognitive responses converged to show that consumers perceived linkages significantly influence the weight given to the country of origin in product evaluations.

Four hypotheses were raised concerning the cognitive processes underlying the effects of countryoforigin and specific attribute information on product evaluation. Subjects were given attribute information about a mountain bike made in either japan or the united states. Previous researchers working on the effects of coo take two complementary directions. This research has shown that knowing a products country of origin coo can significantly impact product evaluations, purchase intention etc. Abstract an exploratory study was conducted to examine the impact of countryoforigin effects upon consumers product evaluations. Country of origin, consumer behaviour, cognition, product evaluation introduction the country of origin of a product, normally communicated through the expression made in. To be specific, the country image of the product effects can. Pdf countryoforigin effects on product evaluations erik. This dissertation examines the influence of the country of origin of products on consumers product evaluations. This research explores the different effects of brand origin country and madein country on consumers product evaluations and purchase intention. Cultural variations in country of origin effects zeynep.

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. We determine the impact of source on respondents assessment of the quality and relevance of selected research abstracts. 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. A new methodological perspective, journal of marketing research, 5 3. Brand and countryoforigin effect on consumers decision. Consumer evaluations of a hybrid product paul chao university of northern iowa abstract. The influence of country of origin cues on product evaluation.

This paper investigates the effects of consumer ethnocentrism and countryoforigin perceptions on product evaluations by consumers in the emerging indian market. Country of origin, consumer behaviour, cognition, product evaluation introduction the country of origin of a product, normally communicated through the. 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. 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. The relevance of this topic was recognized already. Countryoforigin effects on product evaluations article pdf available in journal of international business studies 1. In the opposite situation where the country of the product and the brand are different, then there is no country of origin fit. Second, the cognitive mechanisms that mediate country of origin effects on product evaluations. However, the question of how much influence the country of origin.

A products countryoforigin can directly influence brand loyalty, brand association. This paper investigates the effects of consumer ethnocentrism and country of origin perceptions on product evaluations by consumers in the emerging indian market. Product quality is perceived lower when a brand from developed country is manufactured in. Results reported by han and terpstra 1988 show that country effects on consumer product perceptions can be mediated by brand. Warren j bilkey and erik nes additional contact information warren j bilkey. 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. 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. 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. Olga visbal 1, herreramendoza ketty 2, erick orozcoacosta 3, markus herzberg 4.

In brief, the country of origin effect measures the impact of the country in which the product is made on the consumers. Star cruise malaysia and royal caribbean lines usa were selected as the brands and countries for the study. 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. An empirical investigation is conducted to determine the effects of image variables on beliefs and attitudes in the multiattribute model framework. A field study is conducted to measure consumer ethnocentrism and perceived images of india, the united states, japan, and south korea as. Ethnocentrism, features, product quality, country of origin, product knowledge, face saving and conformity and purchase intention. Country image can be defined as the sum of information in the consumers mind about a nationcountry.

Abstract this study examines the effects of countryoforigin coo cues on product evaluation and purchase intention by considering the role of product. In a word, brand origin country can influence consumers product quality assessment. Hong and wyer 1989 found little evidence that a products country of origin influenced the way that other product information was interpreted. People routinely associate country images with products and services in order to judge and categorize them based on perceived quality and risk levels. Results from this study suggest that situational involvement moderates the effect of coo cue on product evaluation. It is found that madein cues have significant impacts on quality evaluation while brand origin cues influence purchase intention more prominently.

Assessing the impact of country of origin on product. The country of origin not only had a direct influence on product evaluations, but also appeared to stimulate subjects to think more extensively about other product attribute. 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. The impact of country of origin on pretrial and posttrial product evaluations. Countryoforigin effects for uninational and binational. This research is designed to determine the effects of country of origin vs. It takes the form of a multiattribute attitudinal model analyzed by means of a system of simultaneous equations.

Conceptualizing, measuring, and managing customerbased brand equity, journal of marketing, 57 1. The cognitive processes underlying country of origin. This paper explores the extent to which the risk attitudes, political convictions, and countryoforigin associations of individuals affect the buying decision of a. The role of involvement in countryoforigin effects on product. Second, the cognitive mechanisms that mediate countryoforigin effects on product evaluations. The influence of countryoforigin on consumer purchase. Countryoforigin effects on product evaluations econpapers. The results indicate that subcultural differences exist in the evaluation of culturally affiliated countries and their products. 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. Bilkey university of wisconsinmadison erik nes gustav a. Although useful, the existing evidence for countryoforigin effects is limited in two ways.

Although useful, the existing evidence for country of origin effects is limited in two ways. Lastly, ethnocentrism has a negative effect on product quality and purchase intention. This study examines country of origin co and brand effects on consumers quality perceptions, attitudes, and purchase intentions with respect to a service. 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. Countryoforigin effects on product evaluations springerlink. Product quality is perceived lower when a brand from developed. Assessing the impact of country of origin on product evaluations. Countryoforigin effects and their impact upon consumers. Abstract an exploratory study was conducted to examine the impact of country of origin effects upon consumers product evaluations.

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. Results reveal that consumer perceptions differ significantly on the basis of product service and country of origin. Brand and countryoforigin effect on consumers decision to. Results reveal that consumer perceptions differ significantly on the basis of productservice and country of origin. This study also combines both quantitative and qualitative. Image variables in multiattribute product evaluations. Effects of consumer expertise and attribute strength of product evaluations.

Spatial heterogeneity of countryoforigin effects within a country. 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. This research is designed to determine the effects of countryoforigin vs. Respondents in japan evaluated the product that originated in. Countryoforigin effect on consumer perceptions and purchasing behaviors. The country of origin fit refers to whether the product and brand origin are the same. The role of involvement in country of origin effects on product evaluation. 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. Specifically, group conformity also has significant relationship with purchase intention. The influence of country of origin cues on product. Hong and wyer 1989 found little evidence that a product s country of origin influenced the way that other product information was interpreted.

Journal of international business studies, 1982, vol. The target product was described as either superior or inferior to competition. Therefore, country of origin is among the important factors that might influence the consumer purchase intention. In an effort to correct methodological problems with previous research on effects of country. A structural equation model is developed and tested for this purpose. The role of involvement in countryoforigin effects on product evaluation. Ozsomer and others published countryoforigin effects on product evaluations. Consumer perception of product quality and the countryof.

This paper reports an experimental study concerned with the observed inconsistency between evaluative and behavioral data for countryoforigin coo effects. To this end, we construct an integrative framework that allows the effects of product nationality on consumption to be treated holistically. The country of origin may be an important element in the perceptions consumers have of products and. Countryoforigin effects on consumer product evaluation.

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. In this study, information about a product was presented under two different taskobjective conditions. Pdf countryoforigin effects on product evaluations. When a products country of origin has a reputation for manufacturing highquality products, there may be a positive impact on product judgments. A new methodological approach for examining the impact of country of origin on product evaluations is proposed. Linking product evaluations and purchase intention for.

Countryoforigin perceptions, consumer ethnocentrism, and. The role of involvement in countryoforigin effects on. Specifically, the present study tested the relationship between brand names and source country on country of origin effects. Recent cases in strategic alliances observed in the u. 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. 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. 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. Many of these studies accentuate the significant effect the coo has on consumers product attribute evaluations. Four hypotheses were raised concerning the cognitive processes underlying the effects of country of origin and specific attribute information on product evaluation. 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. The effects of brand origin country and madein country on. 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. 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.