Do demographics have an impact on country of origin effects?

Schaefer, Anja

doi:10.1080/0267257x.1997.9964513

Cited by 17 publications

(15 citation statements)

References 43 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Apart from these general discussions, there seems to be a lack of research into factors which might influence COO effects, such as demographics, personality and situational variables (Schaefer, 1997). Previous research has identified the possible link between demographics and COO effects (Schooler, 1971;Schaefer, 1997). None to our knowledge examined the impact of demographics on the magnitude of COO effect of lager beer from the New Zealand perspective.…”

Section: Introductionmentioning

confidence: 90%

“…(Schaefer, 1997). In an early study, Schooler (1971) investigated the effect of some demographic variables (i.e., age, gender, ethnicity and educational level) on foreign product evaluation by American consumers.…”

Section: Coo Effects and Demographicsmentioning

confidence: 99%

“…business to business (Dzever & Quester, 1999). Apart from these general discussions, there seems to be a lack of research into factors which might influence COO effects, such as demographics, personality and situational variables (Schaefer, 1997). Previous research has identified the possible link between demographics and COO effects (Schooler, 1971;Schaefer, 1997).…”

Section: Introductionmentioning

confidence: 99%

“…These impressions impact on whether consumers try, and adopt, the product. There are study in the context of durable products (see, for example, Ozden & Maksudunov, 2012;Insch & McBride, 2004;Liu & Johnson, 2005), non-durable consumer goods (see, for example, Richardson, 2012;Schaefer, 1997); in terms of consumer purchasing behavior, i.e. business to consumer (Chao & Rajendran, 1993) and industrial purchasing behavior, i.e.…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

The Effect of Country-of-Origin on New Zealand Consumers Beer Purchasing Behavior

Khan¹,

Zuo²,

Rivers³

2017

jmk

View full text Add to dashboard Cite

Country of Origin (COO) sits along with marketing mix factor in the global market place. Given the importance of COO, studies have touched the field of COO effects, though studies pertaining to alcoholic beverage purchase behavior, particularly in the New Zealand remains limited. This study explores the potential impact of demographics on the magnitude of Country of Origin effects for two lager beer products. The data was collected via survey format from 211 respondents living in Auckland, New Zealand. The results from this study suggest that older consumers are more dependent upon the country of origin information when evaluating a product and, particularly when presented with unfamiliar brands, they tend to perceive imported lager beer as being of higher quality, more trendy and more value for money. Also customer perceptions differ based on the customer's socio-economic status. Middle income customers are more likely to have favorable opinions about imported products, whereas, lower and higher income customers tend to have weaker views on this issue.

show abstract

Section: Introductionmentioning

confidence: 90%

Section: Coo Effects and Demographicsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The Effect of Country-of-Origin on New Zealand Consumers Beer Purchasing Behavior

Khan¹,

Zuo²,

Rivers³

2017

jmk

View full text Add to dashboard Cite

show abstract

“…This is not a phenomenon that a concept of country of origin (COO) or even countryof-origin of brand (COB) can explain very well. COO only refers to the place where the products were made or assembled and COB is usually defined as the country to which a brand is perceived to belong to, by its target consumers (Schaefer 1997). Clearly, country of origin effects and brands are significant factors which determine an organisations international competitiveness.…”

Section: Introduction: China and Brand Ownershipmentioning

confidence: 99%

Can China overcome the difficulties of establishing successful global brands?

2011

View full text Add to dashboard Cite

It is clear to most observers that China is taking an increasing role in world trade not only through political interventions but as a result of its strategy regarding acquisitions. There have been a significant number of these recently, some of which like the Rover take over in the UK and more recently Geely taking over Volvo, have been high profile. This paper provides a brief overview of these developments. It is then argued that an important issue facing the Chinese companies involved in these take overs is one of brand equity and country of origin effects. This issue is of equal importance to China's global competitors as well. A review of the literature shows that consumer perception constructs, such as perceived quality, have been well researched through numerous country-of-origin papers. A key issue to explore here however, is the extent to which the new nationality of brand ownership will have an impact on consumer perception constructs of brand equity. This paper discusses these two areas and examines their relationship in conceptual terms. A research agenda is then suggested, which forms the basis of a proposed interpretative project aimed at establishing the views of consumers regarding the phenomenon of well known brands being taken over by a new country of origin -evidence from the car industry draws on the progress being made in this area. The research aims to examine the implications for consumer based valuations of brand equity and the types of new strategic thinking this could engender. It is argued that the Chinese brand lacks the main components for global success in several areas though in time these factors will be addressed. .In the short term more focus will be made on supplying the local Chinese market though experienced gained from increased exports of components and collaboration in research from abroad as shown in the examples of the car industry will help strengthen the reputation of Chinese products in the longer term as well as helping to establish more Chinese global brands.

show abstract