Disentangling country-of-origin effects: ...
Type de document :
Compte-rendu et recension critique d'ouvrage
Titre :
Disentangling country-of-origin effects: the interplay of product ethnicity, national identity, and consumer ethnocentrism
Auteur(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]
Titre de la revue :
Marketing Letters
Pagination :
189--204
Éditeur :
Springer Verlag
Date de publication :
2016-01
ISSN :
0923-0645
Mot(s)-clé(s) en anglais :
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
Discipline(s) HAL :
Sciences de l'Homme et Société/Gestion et management
Résumé en anglais : [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 ...
Lire la suite >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.Lire moins >
Lire la suite >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.Lire moins >
Langue :
Anglais
Vulgarisation :
Non
Collections :
Source :