Country of origin effect: a study with Brazilian consumers in the luxury market

Impact of Value Co-Creation on International Customer Satisfaction in the Airsoft Industry: Does Country of Origin Matter?

“…For academics, it highlights the necessity of verifying the impact of country-of-origin not only in service industries, but also in manufacturing industries, which have been omitted so far. Researchers tend to pay attention to the country-of-origin effect concentrating on the product origin, not the users' one (Montanari et al 2018;Sevanandee and Damar-Lakadoo 2018). Moreover, this paper contributes much to the methodology of the research, as it suggests the employment of the Kruskal-Wallis's Test and post-hoc (Dunn-Bonferroni) test in order to verify the impact of the geographical area of origin on the evaluation of measures of customer satisfaction.…”

Consumer Ethnocentrism and Country of Origin: Effects on Online Consumer Purchase Behavior in Times of a Pandemic

“…The COO effect is generated from customer views of a country's identity, which means that goods and companies benefit from and face criticism based on preconceived notions. Examples are high or low quality, newly attractive or old fashion and lousy design, simply by being recognized worldwide as typical for that country [24,47,48]. As per [49], it has been recognized that this is due to that nation's culture, tradition, and history.…”

“…What is more, there is a lack of explicitly evaluating consumer behavior through internet purchases during a pandemic in this framework. Nevertheless, there is mounting evidence that COO and CE are significant determinants of product assessments and purchasing choices [23,24]. Consequently, this research emphasized the roles of COO and CE in understanding consumer purchasing behavior.…”

The influence of changes in brand origin and country of manufacture on willingness to pay for a brand: an experimental study with Brazilian consumers

“…In this setting, there are other extrinsic cues more relevant to consumers than COO (BO and COM), such as brand or price (Ahmed et al, 2004;D'Astous & Ahmed, 1999;Godey et al, 2012;Montanari, Rodrigues, Giraldi, & Neves, 2018). For instance, strong brands can reverse COO effect and counterbalance a less favorable country image (Castro & Giraldi, 2012).…”

“…Several studies (see Ahmed et al, 2004;Coskun & Burnaz, 2016;D'Astous & Ahmed, 1999;Eng et al, 2016;Ettenson, 1993;Ettenson et al, 1988;Godey et al, 2012;Ho et al, 2018;Jegethesan et al, 2012;Lang & Crown, 1993;Montanari et al, 2018;Okechuku, 1994;Srinivasan et al, 2004;Veale & Quester, 2009) employed price as a competing variable to COO and its subcomponents (country of design, country of parts, country of assembly, country of manufacture, country of brand/brand origin) in order to verify its relative importance associated with these cues, instead of considering this concept a consequence of COO. Overall, their conclusions indicated that price is a more important information than country of origin to consumers' decisions, without demonstrating the size of the effect.…”