“…Rather, the COO label serves as interference to the brand signal, but that firm strategies, such as the branding strategy suggested here, can reduce this signal interference. This is consistent with previous research, which has shown that brand cues supersedes COO cues, as suggested by signaling theory (Ozretic-Dosen et al, 2007;Pharr, 2005) One can question whether it is a good strategy to "deceive" your customers of the true origin of your product? However, this might be a crucial first step that allows the EMF to establish a foothold in the developed market.…”
Section: Managerial Implicationssupporting
confidence: 90%
“…Additionally, they find that the brand name has a stronger impact on product perceptions, which is an indication that the COO cue only serves as noise in the product evaluation process, and is not a valid signal, although the perception of products whose brand name and made in... label are congruent is even more effective. Ozretic-Dosen et al (2007) also find that the brand cue is a more important factor than the COO cue for Croatian consumers.…”
Section: Country Of Origin Effects and Signaling Theorymentioning
Firms from emerging markets face several challenges when entering and trying to compete in developed markets. One of these obstacles to success is the negative counlry of origin effects that these firms face. By viewing the country of origin phenomenon through the lens of signaling theory, we propose that firms can reduce the noise caused by the made in... label by adopting a branding strategy that cotisumers connote with a positive country image. In an experiment focusing on brand names from Hungary and Vietnam, we find that this strategy neutralizes noise caused by the country of origin label and leads to favorable product evaluations.
“…Rather, the COO label serves as interference to the brand signal, but that firm strategies, such as the branding strategy suggested here, can reduce this signal interference. This is consistent with previous research, which has shown that brand cues supersedes COO cues, as suggested by signaling theory (Ozretic-Dosen et al, 2007;Pharr, 2005) One can question whether it is a good strategy to "deceive" your customers of the true origin of your product? However, this might be a crucial first step that allows the EMF to establish a foothold in the developed market.…”
Section: Managerial Implicationssupporting
confidence: 90%
“…Additionally, they find that the brand name has a stronger impact on product perceptions, which is an indication that the COO cue only serves as noise in the product evaluation process, and is not a valid signal, although the perception of products whose brand name and made in... label are congruent is even more effective. Ozretic-Dosen et al (2007) also find that the brand cue is a more important factor than the COO cue for Croatian consumers.…”
Section: Country Of Origin Effects and Signaling Theorymentioning
Firms from emerging markets face several challenges when entering and trying to compete in developed markets. One of these obstacles to success is the negative counlry of origin effects that these firms face. By viewing the country of origin phenomenon through the lens of signaling theory, we propose that firms can reduce the noise caused by the made in... label by adopting a branding strategy that cotisumers connote with a positive country image. In an experiment focusing on brand names from Hungary and Vietnam, we find that this strategy neutralizes noise caused by the country of origin label and leads to favorable product evaluations.
“…2, No. 2, Sept. 2015 si cabe; los consumidores no destinan mucho tiempo a la elección de este tipo de productos y confían en unas pocas señales, como la marca, que permite valorar la calidad global (Jones & Morgan, 1994;Ozretic-Dosen, Skare & Krupka, 2007;Li, Boyd & Pai, 2011) y la seguridad (Manning, 2007;Chrysochou, 2010), valorando en segundo lugar cuestiones como las características organolépti-cas o el packaging (Vranesevic & Stancec, 2003).…”
Section: Objetivos Del Estudio Y Fundamentos Teóricosunclassified
Este artículo toma como referencia a la empresa lacasa, líder en el mercadoespañol del chocolate, para ilustrar la importancia de la gestión de marcas y el lanzamiento de nuevos productos como meta para la consolidación y la consecución de la excelencia empresarial. A través de la realización de varias dinámicas de grupo y un experimento, se ha podido constatar la necesidad de acometer adecuadas estrategias de submarcas y de la utilización de personajes de marca como complemento a otras estrategias de marketing implementadas por la empresa.
“…Uma matéria publicada pelo Valor Econômico (2013) informa que o setor de suplementação alimentar movimenta cerca de R$ 1 bilhão por ano no Brasil, em decorrência do aumento da renda do brasileiro, da busca por uma qualidade de vida melhor, da prática de atividades físicas e do objetivo de ter um corpo perfeito.…”
Section: Introductionunclassified
“…De acordo com o MDIC (2013), no primeiro trimestre de 2013, apenas Nessa mesma perspectiva, Vieira (2003) acrescenta que os benefícios advindos da prática de exercícios físicos propiciam melhora no sistema cardiovascular e cardiorrespiratório, diminuição da gordura corpórea e equilíbrio dos níveis de colesterol.…”
RESUMOO efeito país de origem caracteriza-se por ser um atributo extrínseco, em que o mesmo pode agir de maneira positiva ou negativa no que tange as atitudes ou avaliações do consumidor a respeito de um produto ou serviço. Este estudo buscou avaliar a ocorrência do efeito país de origem no que diz respeito à qualidade percebida, intenção de compra e disposição de preço a pagar de whey protein de dois países, Estados Unidos e Brasil. No intuito da realização deste estudo, fez-se uso de uma pesquisa experimental, composta de dois estudos com design fatorial 3x1 e 3x2. Os resultados demonstram que o grupo do Brasil mostrou médias inferiores para qualidade percebida e intenção de compra, enquanto os Estados Unidos obteve valores superiores no construto disposição de preço a pagar. Além disso, a situação de preço alto não conseguiu amenizar o efeito negativo obtido pelo Brasil para qualidade percebida e intenção de compra do whey protein. Além do mais, o preço baixo foi capaz de evidenciar o lado positivo do produto americano. O preço baixo também foi capaz de suprimir o efeito país de origem para disposição de preço a pagar.Palavras-chave: Efeito país de origem. Qualidade percebida. Intenção de compra. Disposição de preço a pagar. Whey protein.
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