Disentangling country-of-origin effects: ...
Document type :
Compte-rendu et recension critique d'ouvrage
Title :
Disentangling country-of-origin effects: the interplay of product ethnicity, national identity, and consumer ethnocentrism
Author(s) :
Fischer, Peter M. [Auteur]
Zeugner-Roth, Katharina Petra [Auteur]
Lille économie management - UMR 9221 [LEM]
Zeugner-Roth, Katharina Petra [Auteur]
Lille économie management - UMR 9221 [LEM]
Journal title :
Marketing Letters
Pages :
189--204
Publisher :
Springer Verlag
Publication date :
2016-01
ISSN :
0923-0645
English keyword(s) :
National identity
Consumer ethnocentrism
Product ethnicity
Country-of-origin
Controlled experiment
Spotlight and floodlight analysis
Consumer ethnocentrism
Product ethnicity
Country-of-origin
Controlled experiment
Spotlight and floodlight analysis
HAL domain(s) :
Sciences de l'Homme et Société/Gestion et management
English abstract : [en]
The country-of-origin (COO) of products has been shown to affect consumer choice, especially in situations where the origin has a stereotypical association with particular products and depending on certain consumer traits ...
Show more >The country-of-origin (COO) of products has been shown to affect consumer choice, especially in situations where the origin has a stereotypical association with particular products and depending on certain consumer traits (e.g., national identity, consumer ethnocentrism). However, little is known about how these phenomena are related. Two controlled experiments conducted in two different countries and product categories reveal that product ethnicity moderates the impact of national identity but not of consumer ethnocentrism. National identity is found to influence consumer preference only if the foreign product ethnicity is higher but not lower than that of comparable domestic products. Furthermore, while consumers with a low national identity are positively affected by a high product ethnicity of foreign products, this effect vanishes with increasing levels of national identity. This research has implications for academics and practitioners alike, as it examines important boundary conditions of country-of-origin effects that have been undiscovered so far.Show less >
Show more >The country-of-origin (COO) of products has been shown to affect consumer choice, especially in situations where the origin has a stereotypical association with particular products and depending on certain consumer traits (e.g., national identity, consumer ethnocentrism). However, little is known about how these phenomena are related. Two controlled experiments conducted in two different countries and product categories reveal that product ethnicity moderates the impact of national identity but not of consumer ethnocentrism. National identity is found to influence consumer preference only if the foreign product ethnicity is higher but not lower than that of comparable domestic products. Furthermore, while consumers with a low national identity are positively affected by a high product ethnicity of foreign products, this effect vanishes with increasing levels of national identity. This research has implications for academics and practitioners alike, as it examines important boundary conditions of country-of-origin effects that have been undiscovered so far.Show less >
Language :
Anglais
Popular science :
Non
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