... experiments demonstrate that US consumers tend to prefer developed-market products over emerging-market brands (e.g. Majid, 2017). To counteract negative country-of-origin (COO) perceptions, emerging-market brand managers need strategies that go beyond simple price cuts. While price reductions may...

... be able to recognize and evaluate the brands. By highlighting PBG's role as an actionable moderator that firms can manipulate to attenuate the negative consequences of consumer animosity toward a brand's country of origin, this work adds to the much-needed debate about how animosity-induced effects...

... Limited 2022 Emerald Publishing Limited Licensed re-use rights only To examine whether the country of origin (COO) effect actually exists in an e-commerce context, the authors intend to contribute to the ongoing debate by measuring the COO effect through a series of connected studies...

... image. However, longitudinal analysis of the same research questions has been rare. This study offers a valuable comparison of how several important country-image related issues have evolved over time. Country image Country of origin Country of association Brand origin recognition accuracy...

... the cultural symbolism of brands is to focus on their country-of-origin connections. We turn to this issue next. Against this backdrop, it is increasingly difficult for companies to build unique and distinctive bonds with consumers solely on the basis of functional benefits. Brands across product...

.... The cognitive dimension was represented by the country’s degree of political, economic and technological development, whereas the affective dimension was traced by examining immigrants who identify with the emotional and symbolic meanings associated with countries involved in the country of origin (COO) message...

...Cesare Amatulli; Matteo De Angelis; Sue Vaux Halliday; Jonathan Morris; Floriana Mulazzi Purpose The purpose of this paper is to enrich country of origin (COO) effect in international marketing theory by adding the understanding of temporal dynamism into COO research. Design/methodology...

... of branding strategies when targeting specific genders. Country of origin Luxury brands Branding strategies Downward extensions Horizontal extensions In recent years, the worldwide market for luxury products has experienced significant growth reaching €317.5bn in 2015 from €153bn in 2009...

...Moon-Yong Kim; Byung Il Park Purpose The purpose of this paper is to examine the effect of country of origin (COO) information as an important/salient categorical attribute on choice context effects. Specifically, this research examines whether the introduction of a unique COO in the choice set...

... marketing Country of origin Grounded theory Animosity Consumer boycott Empathy-altruism hypothesis Arab/Muslim-Israeli animosity case Consumer animosity has received considerable attention from marketing researchers in the literature. Klein et al. (1998) were the first to introduce...

...Boonghee Yoo; Geon-Cheol Shin Purpose Culture is recognized as a pivotal variable in country of origin (COO) research. The purpose of this paper is to assess culture from an individual perspective and to examine the extent to which individual cultural orientations have similar associations with 33...

... of these image components has meant that “there have been virtually no systematic studies to combine the two streams and examine jointly their corresponding perspectives on the role of place image in consumer behavior” (pp. 1-2). Furthermore, by virtue of its interest in examining the “country” of origin...

...Mohammadali Zolfagharian; Roberto Saldivar; Jakob Braun Purpose The purpose of this paper is to examine the effects of consumer ethnocentrism and country of origin across different immigrant communities. Design/methodology/approach A survey was used to collect data from immigrants in the USA...

... underlying variations in CET behaviour using reported brand purchases. Product category, product cost and visibility, brand and country of origin (COO) of purchased products are investigated for their impact on the differences in the behavioural effects of CET. Design/methodology/approach This study uses...

.... These are subsequently tested in a series of four experimental studies using a common design but different country-specific origins as stimuli. Findings While a “Made-in-EU” designation is interpreted as a quality signal, linking a brand to the EU fails to generate positive affective associations. Furthermore...

...Namhoon Kim; Eunha Chun; Eunju Ko Purpose The purpose of this paper is to analyze how national stereotype, country of origin (COO), and fashion brand’s images influence consumers’ brand evaluations and purchase intentions regarding fashion collections. Korea (Seoul) and overseas (New York...

... called country of origin (COO), emanates from Robert Schooler’s (1965) seminal paper. CI has since been described as one of the most researched topics at the juncture of international business, marketing, and consumer behaviour (e.g. Peterson and Jolibert, 1995). Given five decades of study, it seems...

... dimensions of this construct together with a relevant variable in international marketing, that is, country image. Brand equity Education Empirical study Consumer behaviour Country of origin Internationalization 16 02 2015 14 08 2015 13 11 2015 19 01 2016 26 01 2016...

... – The empirical findings largely support the conceptual framework. Consistent with expectations, CSR and country image influence attitudes and purchase intentions. Most importantly, the authors also find a significant interaction effect between CSR and country of origin (COO). Further, consumers high on global...

... Emerald Group Publishing Limited 2014 Consumer behaviour Global marketing Thailand Ethnocentrism Country of origin A second objective of our research is to study the role of pricing in this context. Across many markets, it is often the case that in terms of market share, one (foreign...