Country-of-origin fit's effect on consumer product evaluation in cross-border strategic brand alliance

2013 ◽  
Vol 66 (3) ◽  
pp. 354-363 ◽  
Author(s):  
Jin Kyun Lee ◽  
Byung-Kwan Lee ◽  
Wei-Na Lee
2018 ◽  
Vol 30 (5) ◽  
pp. 1259-1276 ◽  
Author(s):  
Jin Kyun Lee ◽  
Byung-Kwan Lee ◽  
Wei-Na Lee

PurposeThe purpose of this paper is to investigate the impact of country-of-origin (COO) fit and consumer product knowledge on consumer brand attitudes in a cross-border strategic brand alliance (SBA).Design/methodology/approachAn experimental study with 207 subjects was conducted using a series of 2 (COO fit: low vs high COO fit) by 3 (product knowledge: low vs moderate vs high knowledge) by 2 (time: pre- vs post-alliance attitudes) mixed factorial design.FindingsThe impact of COO fit on pre- and post-alliance changes in attitude toward the partner brand showed a nonlinear relationship from high-, to moderate-, to low-knowledge consumers. High COO fit significantly and positively affected pre- and post-alliance changes in attitude toward the partner brand more for high- and low-knowledge consumers than for moderate-knowledge consumers. In contrast, low COO fit significantly and positively affected pre- and post-alliance changes in attitude toward the partner brand more for moderate-knowledge consumers than for high- and low-knowledge consumers.Practical implicationsThe effectiveness of cross-border SBAs differs with consumer product knowledge. For high- and low-knowledge consumers, high COO fit information had greater impact than low COO fit information in their product evaluation. However, when targeting moderate-knowledge consumers, providing sufficient product-related attribute information would help them to generate a favorable brand attitude.Originality/valueThis study attempted to identify the complex relationship between COO fit and consumer product knowledge on the consumer decision-making process.


1993 ◽  
Vol 1 (1) ◽  
pp. 57-76 ◽  
Author(s):  
David K. Tse ◽  
Gerald J. Gorn

This study investigates the salience of country-of-origin effects in an era when firms are globalizing their operations. Country-of-origin (positive or negative) and global brand name (internationally known or new) were manipulated in a 2 by 2 design in which subjects’ evaluations were obtained both before and after they tried a product. In contrast to the general notion that a well-known global brand will override the country-of-origin effect, we found the country-of-origin to be an equally salient and more enduring factor in consumer product evaluation. The findings provide some implications for marketing managers in their global product strategy.


2022 ◽  
Vol 30 (2) ◽  
pp. 1-20
Author(s):  
Ying Bao ◽  
Xusen Cheng ◽  
Alex Zarifis

Product country-of-origin (COO) is now playing a central role in consumers’ purchase behavior. Previous studies have investigated several factors that impact COO. However, little attention has been paid to the impact of COO on consumers’ product evaluation on Chinese products, especially in the cross-border e-commerce context. Using a multi-methods design, this study first unearthed the antecedents of COO image towards Chinese products from the qualitative data in Study 1 by drawing on the legitimacy theory and then develops a contextual model of consumers’ product evaluation and purchase intention, integrating the role of a product with a different level of involvement. Using quantitative survey data from 252 foreign consumers, the study tests the research model in Study 2. The findings provide empirical evidence to support the model and highlight the importance of COO cues on foreign consumers’ purchase intention towards Chinese products. The results also enhance our understanding of consumers’ purchase decision in cross-border e-commerce.


2022 ◽  
Vol 30 (2) ◽  
pp. 0-0

Product country-of-origin (COO) is now playing a central role in consumers’ purchase behavior. Previous studies have investigated several factors that impact COO. However, little attention has been paid to the impact of COO on consumers’ product evaluation on Chinese products, especially in the cross-border e-commerce context. Using a multi-methods design, this study first unearthed the antecedents of COO image towards Chinese products from the qualitative data in Study 1 by drawing on the legitimacy theory and then develops a contextual model of consumers’ product evaluation and purchase intention, integrating the role of a product with a different level of involvement. Using quantitative survey data from 252 foreign consumers, the study tests the research model in Study 2. The findings provide empirical evidence to support the model and highlight the importance of COO cues on foreign consumers’ purchase intention towards Chinese products. The results also enhance our understanding of consumers’ purchase decision in cross-border e-commerce.


2020 ◽  
Vol 17 (1) ◽  
pp. 125-138
Author(s):  
Zeynep Sahin Mencütek

Transnational activities of refugees in the Global North have been long studied, while those of the Global South, which host the majority of displaced people, have not yet received adequate scholarly attention. Drawing from refugee studies, transnationalism and diaspora studies, the article focuses on the emerging transnational practices and capabilities of displaced Syrians in Turkey. Relying on qualitative data drawn from interviews in Şanlıurfa – a border province in south-eastern Turkey that hosts half a million Syrians - the paper demonstrates the variations in the types and intensity of Syrians’ transnational activities and capabilities. It describes the low level of individual engagement of Syrians in terms of communicating with relatives and paying short visits to the hometowns as well as the intentional disassociation of young refugees from homeland politics. At the level of Syrian grassroots organisations, there have been mixed engagement initiatives emerging out of sustained cross-border processes. Syrians with higher economic capital and secured legal status have formed some economic, political, and cultural institutional channels, focusing more on empowerment and solidarity in the receiving country than on plans for advancement in the country of origin. Institutional attempts are not mature enough and can be classified as transnational capabilities, rather than actual activities that allow for applying pressure on the host and home governments. This situation can be attributed to the lack of political and economic security in the receiving country as well as no prospects for the stability in the country of origin. The study also concerns questions about the conceptual debates on the issue of refugee diaspora. Whilst there are clear signs of diaspora formation of the Syrian refugee communities, perhaps it is still premature to term Syrians in Turkey as refugee diaspora.


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