Conclusion to the Country of Origin Effect on Decision-Making in Practice

Pegan, Giovanna; Vianelli, Donata; Luca, Patrizia De

doi:10.1007/978-3-030-33588-5_8

Cited by 6 publications

(8 citation statements)

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“…Similarly, the manufacturer should also develop the continuous training of its distribution channel partners through a direct presence in foreign markets. From the importer’s point of view, the manufacturer’s commitment to investing time in acquiring information about the foreign market is fundamental to fostering the E–I relationship (Pegan et al , 2020). A relationship fueled by direct contacts aimed at enhancing CCI can help to overcome the typical obstacles (geographical, cultural and psychological distance) that characterize the E–I relationship (Aykol and Leonidou, 2018).…”

Section: Discussionmentioning

confidence: 99%

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Effects of country of origin and importers’ innovativeness in new product trials

Pegan

Reardon

Vianelli

2022

JBIM

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Purpose The purpose of this study is to seek to investigate whether and how country of origin (COO) cues – category-country image (CCI) and typicality – and importers’ domain-specific innovativeness (DSI) influence importers’ propensity to the trial new value and premium products. Moreover, it aims to understand whether and how the relationship between the COO effect and industrial purchase intentions is moderated by importers’ propensity to innovate (DSI). Design/methodology/approach International importers completed a quantitative online survey. Factor analysis was used to summarize the latent constructs into orthogonal scores. General linear modeling was applied to the scores to test the hypotheses. Findings The results indicate that importers’ propensity to trial value products is directly influenced by CCI and importers’ DSI. For premium products, typicality has a positive effect on their propensity to trial. Also, CCI and DSI have positive effects on the trial of value products, and the effect is more pronounced than for premium products. Importers’ DSI positively moderates CCI in premium product trials, while it negatively moderates typicality in value products. Practical implications This research provides important managerial implications for practitioners seeking to increase foreign sales, strengthening importers’ product perceived value through COO cues. Exporters should distinguish between value and premium products and, in the selection of international channel partners, they must be attentive to importers’ personal characteristics, such as their propensity to innovate. Exporters selling value products should communicate CCI more clearly and, when targeting innovative importers, opt for atypical products instead of traditional ones. For premium products, which require more complex decisions, exporters should especially underscore product typicality and, with innovative importers, emphasize positive CCI. Originality/value By focusing on the two critical issues of product selection and price levels, this study’s original contribution is to emphasize that, for the same product category, in industrial purchasing decisions of value versus premium products, the COO effect can be different. It also highlights the importance of investigating the COO effect by concentrating on industrial buyers’ personal characteristics, here the DSI of importers, as moderating variables.

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Section: Discussionmentioning

confidence: 99%

“…Indeed, in the presence of a solid positive CCI, importers could increase their turnover because the CCI improves the quality and value of the product, as perceived by customers. This, in turn, allows importers to increase prices or sales volume because of a more attractive and desirable product image (Pegan et al , 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

Effects of country of origin and importers’ innovativeness in new product trials

Pegan

Reardon

Vianelli

2022

JBIM

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“…The region brand is designed to attract investors and tourists, ensure an increase in national and international political influence, establish a more productive partnership with other territorial units and introduce the place-of-origin effect (Aichner, 2013; Motsi & Park, 2020). It can also cause a kind of local pride among the territory’s inhabitants (Pegan, Vianelli, & De Luca, 2020). These aspects make the brand an indispensable tool in the hands of local authorities.…”

Section: Region Brand: a Theoretical Frameworkmentioning

confidence: 99%

Mazovia brand awareness among corporate customers: implications for local authorities

Młotkowska

Kowalik

2023

CEMJ

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PurposeThe aim of the study was to determine the region brand’s strength by measuring the awareness of the regional brand elements, associations and the perception of the region’s promotional activity in the corporate customers’ group.Design/methodology/approachTo obtain the necessary data, this study conducted computer-assisted web interviewing on a sample of 151 small and medium-sized enterprises (SMEs) registered in the Mazowieckie Voivodeship and engaged in furniture production and food and beverage production. Statistical data analysis included Pearson and Spearman’s rank correlation and chi-square tests.FindingsThe survey showed a high number of brand associations with the region of Mazovia, but the level of brand recognition was low. The awareness of the region’s logo among SMEs shows the strongest correlation with the belief that promotional activities increased the scope of company operations. Moreover, this evidences the perceived utility of the brand among those customers.Practical implicationsThe regional authorities should invest more in the frequency of promoting the region among certain strongly engaged user groups to increase their brand awareness level. Furthermore, local authorities should try establishing an umbrella brand that would cover several sub-brands promoting separate industries in the region.Originality/valueTo the best of the authors’ knowledge, this is the first study in Poland that focused on regional branding effects among entrepreneurs and using a quantitative method. The relationship between the studied entrepreneurs’ willingness to use the Mazovia brand and their range of operations indicates that some enterprises already enjoy greater trust thanks to the brand, which increases their loyalty toward the region.

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“…Categorising products related to provenance is one such strategy (Tseng and Balabanis, 2011). The inclusion of provenance or country symbols and imageries upon product labelling to signify a particular COO has long been utilised as a significant marketing communication strategy by manufacturers seeking to influence the categorisation process, thereby informing product evaluation and buying decisions of consumers (Pegan et al, 2020;Bilkey and Nes, 1982). Whilst often recognised as possessing weaker influence within the consumer decision-making process for FMCGs, provenance influence is malleable for such goods during political, economic or social turbulence as consumers infer alternative attributes from domestic goods (Loxton et al, 2020;Hartnett et al, 2007;Dube and Black, 2010).…”

Section: Literature Reviewmentioning

confidence: 99%

“…These three distinct constructs are often used to address an acknowledged lack of overarching theory that can explain the COO effect (And ehn and Decosta, 2018;Brijs et al, 2011), with such lines of inquiry successfully utilised within similar studies exploring provenance evaluation (i.e. Pegan et al, 2020;Tellstr€ om et al, 2006).…”

Section: Data Collection Proceduresmentioning

confidence: 99%

Reassuringly British: consumer engagement with domestic products and brands

Atkinson-Toal

2023

IJRDM

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PurposeThis paper investigates consumer engagement, evaluation and beliefs of domestic products and the influence of such associated attributes communicated via domestic COO labelling within the United Kingdom.Design/methodology/approachA visual ethnographic approach utilising the methods of autophotography and photo elicitation interviews was conducted to explore consumers' interaction with the domestic COO label and provenance advertising.FindingsThe results of photo elicitation interviews revealed both positive and negative cognitive, affective and normative implications of domestic provenance labelling of influence emerging within consumers.Research limitations/implicationsThe findings are applied to the context of the United Kingdom, with contextual limitations acknowledged of doing so. Convenience sampling limitations are also acknowledged.Practical implicationsThe findings provide UK-based FMCG manufacturers and retailers insight into the associated attributes of domestic brand and products interpreted by consumers, communicated via a COO label, to assist in their purchasing strategies.Originality/valueThis paper seeks to contribute towards the understanding of provenance labelling influence on consumers for products within the FMCGs sector, whilst specifically commenting upon attributes of reliance and influence that may assist navigation of changing priorities and national sentiments.

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Conclusion to the Country of Origin Effect on Decision-Making in Practice

Cited by 6 publications

References 0 publications

Effects of country of origin and importers’ innovativeness in new product trials

Effects of country of origin and importers’ innovativeness in new product trials

Mazovia brand awareness among corporate customers: implications for local authorities

Reassuringly British: consumer engagement with domestic products and brands

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