Introduction to the Country of Origin Effect in International Marketing Strategies

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

doi:10.1007/978-3-030-33588-5_1

Cited by 1 publication

(2 citation statements)

References 65 publications

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“…The concept of COO effects has received considerable attention in the international marketing literature (Pegan et al , 2020; Ranasinghe et al , 2017). The earliest definition of COO was provided by Nagashima (1970), who referred to it as how consumers associate a country's national characteristics and economic and political background with the image, reputation and stereotype of services or brand originated from that particular nation.…”

Section: Literature Reviewmentioning

confidence: 99%

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Understanding Chinese consumers' pre-purchase value expectations: the role of country of origin effect

Quach

Thaichon

et al. 2021

APJML

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PurposeThis study aims to examine the effect of country of origin (COO) on customers' value expectation and willingness to pay by employing signalling theory and cue utilisation.Design/methodology/approachThe data were collected from 386 customers via an online survey in the context of Australian food retail franchise stores in China.FindingsThe findings indicate that COO origin is an important determinant of customer expectations including service quality, social value, emotional value, monetary price, behavioural price and reputation. Furthermore, the only social value was a significant predictor of willingness to pay. Although the direct effect of COO on willingness to purchase was not significant, the COO had a significant indirect effect on willingness to pay via social value. Finally, the COO has a stronger effect on monetary price expectation among customers who were aware of the country brands than those who were unaware.Originality/valueThe study extends the body of knowledge related to the effect of COO during the pre-purchase process and provides important implications for retailers who are looking to enter an overseas market such as China.

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Section: Literature Reviewmentioning

confidence: 99%

“…COO plays an important role in a company's overseas expansion through influencing consumers' perceptions and attitudes in the target country (Diamantopoulos et al , 2020). It has been widely accepted as a key theoretical and empirical issue relating to the success of a company's overseas operations (Pegan et al , 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

Understanding Chinese consumers' pre-purchase value expectations: the role of country of origin effect

Quach

Thaichon

et al. 2021

APJML

View full text Add to dashboard Cite

show abstract

Introduction to the Country of Origin Effect in International Marketing Strategies

Cited by 1 publication

References 65 publications

Understanding Chinese consumers' pre-purchase value expectations: the role of country of origin effect

Understanding Chinese consumers' pre-purchase value expectations: the role of country of origin effect

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