Dissertations / Theses: 'Country of origin effect'

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Nascimento, Rita. "Country-of-origin effect applied to talent: Portugal abroad." Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/11665.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
The core of this study is the concept of country-of-origin (COO) effect and its relevance for talent, especially focusing on the image of Portuguese high-skilled people. Thus, this research examines the perception of recruiters towards the Portuguese high-skilled people that are currently working abroad. The contribution of this Work Project to the COO effect construct development relies on the fact that it complements the research with a new perspective regarding the applicability of the concept in a third dimension, other than products and services – talent. Nonetheless, the findings of this study reflect many obstacles faced by the COO effect research.

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Brukienė, Justė. "Prekės kilmės šalies efektas ir nacionalinis įvaizdis." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2006~D_20090908_192046-96817.

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Iki šiol nėra vieningos nuomonės, kaip turėtų būti apjungta prekės kilmės šalies efekto vertinimo koncepcijų ir principų įvairovė. Todėl metodologiniais ir praktinės vadybos tikslais būtina vieninga prekės kilmės šalies efekto įvertinimo metodika, sudaranti sąlygas atsižvelgti į šio efekto įvairiapusiškumą ir įtaką vartotojų elgsenoje. Atsižvelgiant į problemos aktualumą, numatomas darbo tikslas yra dvejopas ir susijęs su nurodyta prekės kilmės šalies efekto vertinimo krypčių ir metodų įvairove: 1) išskirti vieningą metodiką prekės kilmės šalies efekto ir nacionalinio įvaizdžio vertinimui vartotojų elgsenos procesuose; 2) apibrėžti galimas pasiūlyto modelio pritaikymo kryptis verslo praktikoje. Siekiant nurodytų darbo tikslų ir sutelkiant dėmesį į vieningos kilmės šalies efekto vertinimo metodikos nustatymą, apibrėžiami šie darbo uždaviniai: a) atlikti teorinių šaltinių (literatūros) ir empirinių tyrimų, nagrinėjančių prekės kilmės šalies efektą ir šalies įvaizdžio įtaką vartotojų elgsenoje, analizę, b) išskirti pagrindinius prekės kilmės šalies efekto vertinimo elementus ir principus, remiantis pagrindinėmis šalies įvaizdžio koncepcijos nuostatomis, c) apibrėžti vieningą teorinį prekės kilmės šalies efekto vertinimo modelį, d) pateikti galimus siūlomo prekės kilmės šalies efekto vertinimo modelio pritaikymo sprendimus Lietuvos verslo aplinkai. Siekiant apibrėžtų uždavinių įvykdymo, šiame tiriamajame teoriniame-metodologiniame darbe atliekant literatūros šaltinių bei... [toliau žr. visą tekstą]
This graduation paper researches the phenomenon of country-of-origin effect with the two-fold aim to define a unified model for the COO effect evaluation and identify model application opportunities in the business reality. This identification of the aim of the paper has led to the following objectives of the study: · to present an in-depth analysis of theoretical concepts and models related to the COO effect and identify main trends in the scientific COO research, · to identify essential principals of the COO effect evaluation in regard to consumer behaviour; · to integrate main theoretical and empirical aspects of the phenomenon in a unified hypothetical model; · to propose opportunities for model application in Lithuanian business. In order to achieve the stated aim and given objectives, the object of research was defined as COO effect and the following methodology was selected: (1) content analysis of empirical research to be carried out, (2) theoretical analysis of theories related to COO to be conveyed, (3) synthesis of empirical and theoretical dimensions in a unified COO model, (4) a pilot study to be carried out to define the existence of the COO effect in regard to Lithuanian consumers. Part 1 of the paper discloses major theoretical and empirical concepts related to the COO effect. Analytical approach is used in Part 2 to view theoretical and empirical approaches to the evaluation of COO effect in consumer behaviour. Part 3 of the paper covers pilot research as an... [to full text]

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Neils, Scott R. "Country of Origin Labeling Impact on Consumer Purchasing Decisions." NSUWorks, 2009. http://nsuworks.nova.edu/hsbe_etd/83.

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Perception plays an important role in the human assessment process. This construction of an image is based on many factors, including race, religion, national origin, income, gender, marital status - in short, the summation of our life experiences. An important consideration for the methodology consumers utilize for purchase decisions has been also referred to as the "Country of Origin" (COO) effect. This individual bias based on perceptions and attitudes has a significant impact on how consumers make their purchasing decisions. The 2008 Farm Bill legislation contained a requirement for country of origin labeling (COOL) for beef, lamb, pork, and other products. This paper examined some of the 2008 Farm Bill's impact on consumer's purchasing decisions regarding beef and related meat protein products. Of a potential population of over 700 respondents, 161 responses were received. Correspondence analysis and preferences indicated by the respondents were used to analyze the results. Respondents were mostly well educated, white, in higher income brackets, and split about 60%-40% between male and female. Food safety is considered important and respondents generally believe that the US food supply is safe. Over 40% of respondents had no knowledge of COOL and its background, but about 70% of respondents believed that COOL should be mandatory for all meat products studied. The majority of respondents (111 of 161) indicated that they would be willing to pay $0.25 to $1.00 per pound more for COOL. However when asked about the likeliness to pay, 25%-30% indicated that they were "Not at all Likely" or "Somewhat Likely" to pay. The correspondence analysis results indicated that beef was a product eaten more often, but considered expensive. Chicken was eaten more often and considered inexpensive and healthful. Turkey was a product considered healthful and inexpensive. Lamb was considered expensive, while pork was inconclusive in the two dimensions used. The results of this study provide information for producers, purveyors, retailers, and the government on the importance of COOL as perceived by consumers, and their willingness to pay for this labeling.

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Riberth, Anna, and Sofia Ericsson. "COO - How do they do? : Swedish Fashion Brands' Exploitation of the Country-of-Origin Effect." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19805.

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Background: Some brands have reached popularity much because of their origin and the "made-in" label can possibly generate a positive differentiating effect to the brand. Adequate examples are the British Burberry or the Italian Gucci, the French Chanel or the American Apple. All these brands strategically communicate their origin as part of their brand and the inspiration for this thesis arose form the Country-of-Origin phenomenon in international marketing (COO). This refers to that brands use cues related to their origin as a component of their brand message. Even the Swedish origin can be a competitive advantage and more companies could perhaps benefit from turning to a COO strategy, as there is a current trend of being local in a global context. This would promote the using of firms' Swedishness to succeed in establishments on foreign markets. The authors of this thesis believe that if more Swedish companies would clearly distinguish as Swedish this could perhaps also enhance the positive image of Sweden. Therefore, this thesis is exploring to what extent some Swedish fashion apparel brands work with their origin as part of their international marketing. Research Question: How do companies exploit their Country-of-Origin as part of their brand in their international marketing communication? Purpose: The purpose of this thesis is to explore the exploitation of a Country-of-Origin effect in Swedish fashion apparel brands' international marketing. Methodology: The study ha taken a primarily qualitative research design, which has included two research techniques. A pre-study was conducted, that consisted of a focus group interview where the following issues were discussed: the general view of Sweden, Swedish brands and companies, and their examination with the Country-of-Origin label. The pre-study gave important insights that were used in the main study - semi structured interviews with Swedish companies working in the fashion apparel industry. From the whole population of companies in the Swedish fashion industry, a first sample of 57 companies was made. From this sample a second sample of 11 companies was drawn, that represented approximately 20 percent that was argued to be a fair number of respondents to be able to see some patterns. The data from the interviews were analyzed and interpreted in a qualitative analysis procedure that focused on the finding of keywords and patterns. Results: The results showed that a clear majority of the random interviewed companies, 9 of 11 use their COO in their brand and 8 companies said it is a more or less explicit strategy. The exploitation of their COO was made by using country-related cues in their marketing. The reason why these companies have turned to a COO strategy was that it could give them competitive advantages, since there was a positive match between associations of their brand and Sweden. The general conclusion that could be made was that the benefits from using a COO strategy differ with the product and the country. It can also be assumed that more Swedish companies could benefit from realizing the potential in using a COO strategy.

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Aichner, Thomas. "Mass Customization and Country-of-Origin Effects." Doctoral thesis, Università degli studi di Padova, 2016. http://hdl.handle.net/11577/3424328.

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This is a thesis by publication, consisting of three manuscripts. The research is positioned in the area of international marketing and offers a contribution to consumer culture theory. More specifically, it is about country of origin (COO) marketing, differences in product and country evaluation between ethnic subcultural groups living together within the same country, and the moderating role of mass customization (MC) on COO effects. The first manuscript classifies different COO marketing strategies that are employed to communicate the COO of a product or company to customers, and it provides a number of examples from practice. The second manuscript is based on the observation that globalization, international trade, multicultural societies and the introduction of innovative manufacturing strategies such as MC require continuous updating and reassessment of COO constructs and models. To this end, a study from 2003 has been replicated in a different cultural and geographical setting with results supporting the original findings. Finally, the third manuscript bridges the two research streams of COO and MC and provides empirical evidence of the impact of the manufacturing strategy on customers’ product evaluation. To sum up, the following research questions are examined in the three manuscripts: 1) Which different marketing strategies are employed by companies in order to communicate the COO of the company and/or of its brands to customers? 2) Do COO effects vary across subcultures within a country? 3) Does the manufacturing strategy (mass production vs. MC) have a moderating effect on the relationship between COO and consumer’s product evaluation?
La presenti tesi di dottorato per pubblicazioni è composta da tre manoscritti. La ricerca si posiziona nell’area del marketing internazionale e si propone di offrire un contributo alla consumer culture theory. Nello specifico, gli argomenti trattati spaziano dal marketing del country of origin (COO) al ruolo che le differenze culturali su base etnica esistenti all’interno di una stessa nazione hanno nella valutazione di prodotti e di paesi, fino al ruolo di moderazione della mass customization (MC) sugli effetti del COO. Il primo manoscritto classifica le diverse strategie di marketing di COO che sono adottate per comunicare il paese di origine di un prodotto o di un’azienda ai clienti, e fornisce diversi esempi pratici. Il secondo manoscritto prende le mosse dall’osservazione che la globalizzazione, il commercio internazionale, le società multiculturali e l’introduzione di strategie manifatturiere innovative, come la MC, richiedono un continuo aggiornamento e rivalutazione dei costrutti e dei modelli relativi al COO. A tal fine, si è replicato uno studio pubblicato nel 2003, calandolo in un diverso contesto culturale e geografico, con risultati che confermano quelli dello studio originale. Infine, il terzo manoscritto, sviluppa un legame tra i filoni di ricerca del COO e della MC, portando evidenza empirica dell'impatto della strategia manifatturiera sulla valutazione di prodotti da parte del consumatore. In sintesi, i tre manoscritti rispondono alle seguenti domande di ricerca: 1) Quali sono le diverse strategie di marketing che vengono adottate dalle aziende per comunicare ai clienti il proprio COO e/o quello dei propri brand? 2) Gli effetti del COO variano in base alle sottoculture all’interno di uno stesso paese? 3) Esiste un effetto di moderazione della strategia manifatturiera (produzione di massa vs. MC) sulla relazione tra COO e valutazione del prodotto da parte dei clienti?

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Chau, Kim-Hoa, and Neringa Kudevičiūtė. "Beauty Made in China : Country of Origin Effect on Consumers’ Attitudes towards Chinese Cosmetics." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-36447.

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Background: The emergence of global markets has created new hurdles for managers of international companies, yet provided with opportunities to take advantage of country of origin and transmit product information via “Made in” label. For many years China has been perceived negatively for a number of reason, though Chinese cosmetics is a new venture for the emerging economy. Purpose: The purpose of this study is to widen the current knowledge of country of origin in the cosmetics industry. The aim was to explore the underlying reasons in the attitude formation of female European millennials towards country of origin of China with regard to cosmetics industry. Method: Focus group discussions have been chosen as the most appropriate research method to fulfil the purpose of the study. Three focus groups consisted of female European millennials were conducted during which the visual aids were shown in order to contribute to answering research questions. A deductive content analysis was used to analyse the data obtained. Conclusion: The results of this study revealed that the attitudes held by female European millennials towards cosmetics made in China are more negatively due to a weak product-countryimage,withsomeexceptions. Thisisconsistentwithprevious studies that China’s country of origin is still perceived as unfavourable. However, new insights have been discovered that respondents do not perceive any country as having a superior expertise in cosmetics, except of France.

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Söderman, Patrik, and John Nordin. "Country of Origin Effect : Attityder till produkter beroende på en produkts ursprungsland." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-21385.

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Does a product's origin matter, in how the customer perceives and values the intended product? A most relevant question with regards to our now globalized and interconnected market. In this essay we intend to analyze the (co)variation between customer’s attitudes depending on the referent object’s origin. With regards to this we seek to carry out a comparative analysis between men and women to study whether the effects of Country of Origin (namely that the customer’s approach in purchases is affected by the origin of the product) matter. In today’s research there seems to be a lack of legitimate and comprehensive explanations regarding this correlation. Therefore, with this study we strive to find answers to contribute to the research gap.

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Minussi, Marilia Marin. "The country of origin effect: tracking Brazil’s brand image among italian consumers." reponame:Repositório Institucional do FGV, 2013. http://hdl.handle.net/10438/10886.

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O Brasil se tornou nos últimos anos uma importante economia no cenário global. O país sempre foi visto basicamente como um exportador de commodities; no entanto, devido ao crescimento de investimentos e ao desenvolvimento de diversos setores econômicos, essa imagem mudou e está em processo de reconstrução. As empresas para poderem se diferenciarem e ganharem competitividade, precisam entender profundamente como consumidores percebem e avaliam os produtos brasileiros atualmente. É de extrema importância para o Brasil entender o potencial competitivo para posicionar-se corretamente contra as nações desenvolvidas e altamente industrializadas, bem como contra as gigantes economias emergentes como Rússia, China e Índia. Este estudo explora como um grupo de respondentes italianos avaliam a categoria de cosméticos brasileiros. Foi conduzida uma pesquisa exploratória com o objetivo de identificar dentre quarto categorias diferentes de produtos qual seria analisada em detalhe posteriormente por meio de entrevistas em profundidade. Das 4 categorias diferentes de produtos (vestuário, cosméticos, frutas frescas e carnes) foi selecionada a categoria cosméticos que obteve a menor avaliação geral no estudo exploratório. Após a escolha da categoria a ser analisada, uma pesquisa qualitativa com 7 entrevistas em profundidade com consumidores italianos residentes no Brasil foram realizadas. Das pesquisas realizadas são obtidas as percepções de um grupo de consumidores sobre os atributos e associações psicológicas sobre a categoria de cosméticos brasileiros. A análise será conduzida utilizando 3 componentes para explicar a atitude de consumo: a cognitiva, a conativa e a emocional. Deste modo, os resultados e conclusões são apresentados e explorados. Ademais, um mapa psicológico das atitudes sobre a categoria analisada perante o público estudado será desenvolvido, com o objetivo de pontuar suas forças e fraquezas. Desta análise final será possível ter uma visão ampla das características, bem como dos pontos críticos que precisam ser melhorados no futuro para que o Brasil seja uma nação competitiva na indústria de cosméticos e também algumas questões que podem ser estendidas a outros setores da economia brasileira.

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Svensson, Elin, and Amanda Karlsson. "The Swedish Country of Origin Effect : The influence of the Swedish country image on brands promotion strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-106076.

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The purpose of this thesis is to explore how the country image influences Swedish brands in their promotion strategy. The thesis will explore what underlying factors come to influence the country of origin effect in the brands promotion and which cues are used when communicating their origin with consumers. To address the purpose of the thesis, the following question will be answered: How does the country of origin influence Swedish brands in their promotion strategy?In regard to the research question and purpose, the theoretical framework includes previous studies related to different dimensions of country of origin and the effect it has on consumer affinity, different stereotypes regarding country image as well as different COO-strategies. To answer the research question, this thesis contains a qualitative research approach, with an inductive method and a multiple case study design. We interviewed 3 companies, within 3 different product categories which gave us valuable insights regarding how the Swedishness is communicated to consumers and how the Swedish country image is perceived internationally on different product categories. An analysis was made with the empirical findings together with the theoretical framework, with comparisons between the companies as well as pointing out differences and similarities between the case companies. The overall findings from this thesis is that Sweden holds a positive image internationally and that it is beneficial for companies to promote their Swedishness. The different companies also emphasize different cues in their promotion, to get a match between product category and country image, hence use the Swedishness in different ways.

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Lazzari, Fernanda. "O efeito placebo do país de origem sobre o desempenho de produtos." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2013. http://hdl.handle.net/10183/72772.

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O efeito placebo tem sua origem atrelada aos estudos ligados às ciências médicas e farmacológicas e, basicamente, consiste na capacidade de produtos inertes produzirem efeitos por meio do seu uso ou consumo. Esse efeito passou a fazer parte do escopo do Marketing em 2005, quando estudos mostraram a capacidade do preço gerar modificações sobre o desempenho de um produto. A ideia do efeito placebo desencadeado pelo preço dos produtos está ancorada no fato das crenças globais, que associam preço baixo a produtos de má qualidade, anteciparem as expectativas do consumidor acerca da resposta do produto e, a partir disso, alterarem o seu desempenho. Nessa mesma linha, o estereótipo do país de origem também se apresenta como uma crença global, em que produtos oriundos de países com estereótipo negativo são associados a produtos inferiores e de má qualidade. Sendo assim, esta pesquisa analisou a ocorrência do efeito placebo desencadeado pelo país de origem do produto, analisando, ainda, a interação da força das expectativas e do preço do produto na geração deste efeito. Para tanto, três estudos experimentais foram operacionalizados. O primeiro estudo apresentou as testagens iniciais sobre o efeito placebo gerado pelo país de origem e mostrou que o país de origem com estereótipo negativo é capaz de gerar um efeito placebo negativo sobre o desempenho do produto. Não foi identificado, no entanto, a ocorrência de efeito placebo gerado pelo estereótipo positivo do país de origem. No segundo estudo, analisou-se o efeito placebo do país de origem em cenário de alta e baixa expectativa. Como resultado, obteve-se, em cenário de baixa expectativa, a ocorrência de efeito placebo negativo gerado pelo estereótipo negativo do país de origem. Já em cenário de alta expectativa, os resultados indicam que o fortalecimento das expectativas eliminou o efeito placebo negativo e, além disso, promoveu a ocorrência de um efeito placebo positivo gerado pelo estereótipo positivo do país de origem. O último estudo observou a interação do país de origem e do preço do produto sobre a geração de efeito placebo. Os resultados mostram que, em cenário de preço baixo, há efeito placebo negativo gerado pelo país de origem com estereótipo negativo, mas não foi observada a ocorrência de efeito placebo positivo gerado pelo estereótipo positivo do país de origem. Já, em cenário de preço alto, não se observou a ocorrência de nenhum efeito placebo, nem positivo, nem negativo. Ou seja, o preço elevado do produto foi capaz de anular o efeito placebo negativo gerado pelo estereótipo negativo do produto, mostrando a capacidade do preço em compensar os efeitos negativos causados pelo país de origem com imagem desfavorável. Com base nisso, os achados desta tese contribuem para o avanço teórico dos estudos sobre efeito placebo em Marketing, uma vez que adicionam o país de origem como um elemento gerador deste tipo de efeito e, ao analisar a interação do país de origem com o fortalecimento das expectativas e o preço do produto, confirmam as bases conceituais sobre a relação entre esses elementos. Além disso, seus achados, em termos gerenciais, podem promover reflexões por parte das organizações que compõem o seu mix de produtos com bens importados e também que operaram no exterior e fazem investimentos externos diretos em diversas partes do mundo.
The placebo effect has its origin linked to studies related to medical and pharmacological sciences and basically consists in the ability of inert products to produce effects through its use or consumption. This effect became part of the Marketing scope in 2005 when studies showed the ability of pricing to generate changes on the performance of a product. The idea of the placebo effect triggered by product price is anchored on the fact that global beliefs, which associate low price to low quality products, anticipate consumer expectations about the response of the product and, from there, change its performance. Along the same line, the stereotype of the country of origin also presents itself as a global belief in that products from countries with negative stereotypes are associated with inferior and bad quality products. Thus, this research analyzed the occurrence of the placebo effect triggered by the country of origin of the product, also analyzing the interaction of the strength of expectations and of product price in the generation of this effect. For this purpose, three experimental studies were operationalized. The first study presented initial testings on the placebo effect generated by the country of origin and showed that the country of origin with negative stereotypes is able to generate a negative placebo effect on product performance. However, the occurrence of the placebo effect generated by positive stereotypes in the country of origin was not identified. In the second study, the placebo effect of the country of origin in a scenario of high and low expectations was analyzed. As a result, in a scenario of low expectations, the occurrence of a negative placebo effect generated by the negative stereotype of the country of origin was obtained. However, in a scenario of high expectations, results indicate that the strengthening of the expectations eliminated a negative placebo effect and in addition, promoted the occurrence of a positive placebo effect generated by the positive stereotype of the country of origin. The last study observed the interaction of the country of origin and the price of the product upon the generation of the placebo effect. The results show that in a scenario of low price, there is a negative placebo effect generated by the country of origin with a negative stereotype, but the occurrence of a positive placebo effect generated by the positive stereotype of the country of origin was not observed. However, in a scenario of high prices, there was no occurrence of a placebo effect, whether positive or negative. In other words, the high price of the product was able to cancel the negative placebo effect generated by the negative stereotype of the product, showing the capacity of the price to compensate for the negative effects caused by the country of origin with an unfavorable image. Based on this, this thesis’ findings contribute to the theoretical progress on the studies about the placebo effect in Marketing, once the country of origin is added as a generating element of this type of effect, and when analyzing the interaction of the country of origin with the strengthening of expectations and the price of the product, the conceptual foundations about the relationship between these elements are confirmed. Moreover, its findings in management terms can promote reflections by organizations that compose the product mix with imported goods and also that operate overseas and make foreign direct investments in various parts of the world.

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Ronsini, Neto Mário José. "Country of origin effect: evidences from European consumers' of a Brazilian fashion brand." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/17743.

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This study aimed to better understand the European consumers’ behavior towards a foreign unfamiliar brand from a developing country based on the real internationalization case study of a Brazilian fashion brand (Osklen). The utilized framework was one of the most studied concepts in International Marketing, the Country of Origin (COO) Effect. This study intended to find evidences of the COO effect on European consumers’ evaluation of a Brazilian brand, based on a sample of students. In order to measure the COO effect on the brand, three survey scenarios were built. In the first scenario the subjects are told that the brand is Brazilian, in the second they are told that the brand comes from the USA and in the third and final scenario there is no cue regarding the origin of the brand. Five hypotheses were proposed and tested based on the literature review. This empirical research has shown that there were statistically significant differences in the evaluation of the Osklen brand by the European consumer, depending on the country of origin informed of the brand, regarding quality, design, reputation and purchase intention. The research has found no connection between the country of origin of the brand and the willingness to pay a higher price for the products of the brand. We have proposed potential strategies that could be utilized by the company following the results of the research.
Este estudo teve como objetivo a melhor compreesão do comportamento dos consumidores europeus em relação a uma marca desconhecida estrangeira de um país em desenvolvimento, com base no estudo de caso de internacionalização real de uma marca de moda brasileira (Osklen). O framework ultilizado foi fornecido por um dos conceitos mais estudados em Marketing Internacional, o Efeito País de Origem. O objetivo deste estudo foi encontrar evidências desse efeito sobre a potencial avaliação dos consumidores europeus de uma marca brasileira, com base em uma amostra de alunos. Com o intuito de medir o Efeito de País de Origem sobre a marca, três cenários de pesquisa foram construídos. No primeiro cenário os indivíduo são informados de que a marca é brasileira, no segundo eles são informados que a marca vem dos EUA e no terceiro e último cenário não há nenhuma sugestão sobre a origem da marca. Cinco hipóteses foram propostas e testadas com base na revisão de literatura. A investigação empírica demonstrou que existiram diferenças estatisticamente significativas na avaliação da marca Osklen pelo consumidor europeu, dependendo do país de origem informado da marca, com relação à qualidade, design, reputação e intenção de compra. A pesquisa não encontrou nenhuma conexão entre país de origem da marca e disposição de pagar um maior valor pelos produtos da marca. Estratégias foram propostas para a empresa estudada com base nos resultados da presente pesquisa.

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Colosi, Marco <1989&gt. "Il Made in Italy e il Country-of-Origin Effect nel mercato giapponese." Master's Degree Thesis, Università Ca' Foscari Venezia, 2014. http://hdl.handle.net/10579/4301.

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Zanonato, Martina <1988&gt. "Il Country-of-origin effect e l'export di prodotti culturali italiani in Argentina." Master's Degree Thesis, Università Ca' Foscari Venezia, 2014. http://hdl.handle.net/10579/5245.

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La letteratura sul Country-of-origin effect si è concentrata sullo studio di prodotti tangibili, tralasciando quasi completamente i prodotti culturali. Questi si caratterizzano per la loro complessità, si tratta infatti di beni intangibili, assimilabili ai servizi, beni ad alto coinvolgimento, carichi di componente emozionale ed esperienziale. Per loro stessa natura i prodotti culturali sono ancorati alle origini, agli usi e all’identità della società in cui nascono al punto di diventare portatori della cultura di un paese, intesa nel suo significato più ampio. Questo lavoro si propone quindi di studiare l’impatto del COO effect sui consumatori di prodotti culturali, nello specifico il Cinema e il Teatro italiani. In Argentina, dove si è svolta la nostra ricerca, sei abitanti su undici discendono, anche parzialmente, da italiani. Partendo da questa considerazione questo lavoro si propone di verificare l’esistenza di differenze nella percezione di Country Image (CI) e Product Image (PI) da parte di consumatori argentini di origine italiana e consumatori argentini di diverse origini, allo scopo di studiare l’impatto che il background culturale di un consumatore può avere sulle sue percezioni, valutazioni e sull’intenzione di acquisto di un prodotto culturale. Lo studio quantitativo si basa sui dati raccolti intervistando più di duecento giovani di Buenos Aires tra Ottobre e Dicembre 2013. I risultati dei test statistici ci hanno portato a smentire l’ipotesi che le percezioni degli argentini di origine italiana e i consumatori aventi altre origini mostrassero differenze significative. I dati mostrano però che CI e PI espresse dai consumatori intervistati sono tendenzialmente molto positive e a loro volta influenzano positivamente l’intenzione di acquisto di cinema e teatro italiani. La tesi viene completata da un’analisi dell’attrattivo del mercato argentino del cinema e del teatro e da interviste ad esperti ed operatori del settore italiani ed argentini.

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Grasso, Arianna <1993&gt. "Il country-of-origin effect e la percezione dei vini italiani in Giappone." Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/10232.

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Il lavoro si propone di accertare l’importanza del country-of-origin effect applicato ai prodotti vinicoli italiani e al verificarne l’importanza percepita dai consumatori giapponesi. La metodologia utilizzata comprende l’analisi di saggi sul consumo di vino in Giappone e articoli pubblicati su riviste nipponiche specializzate nel settore vinicolo. Lo scopo della ricerca è di accertare se esiste una relazione tra la componente/fedeltà dei consumatori giapponesi nei confronti dei prodotti vinicoli italiani e l’immagine percepita dell’Italia, configurandosi come uno studio sul COO avente come oggetto da un lato un prodotto d’eccellenza del Made in Italy a livello mondiale e dall’altro e dall’altro un analisi sociologica delle abitudini di consumo dei giapponesi. Il lavoro di ricerca si articola in cinque capitoli. Allo scopo di formulare uno schema interpretativo in rapporto alle tematiche sopra menzionate, è stata realizzata una ricerca partendo da un indagine sul consumo di vino in Giappone. Nel primo capitolo del lavoro di ricerca, viene descritto il fenomeno del country-of-origin effect; è stato tracciato uno schema teorico che si propone di spiegare il fenomeno in questione e gli sviluppi delle ricerche ad esso associate nel quadro degli studi di marketing internazionale.Il secondo capitolo analizza le variabili che contribuiscono a influenzare il comportamento di acquisto del consumatore in relazione al vino; vengono fornite delle nozioni riguardanti le caratteristiche estrinseche ed intrinseche di un prodotto e spiegato come vengono percepiti dal consumatore; particolare importanza è stata data alla spiegazione della variabile relativa al prezzo e al packaging di un vino, nonché alle associazioni presenti tra vino e identità territoriale, sia a livello paese sia a livello regionale. Il terzo capitolo affronta il tema del “made in” riferito alla realtà e al tessuto economico italiano: viene fornita una breve panoramica della composizione industriale del paese e della produzione di vino. Gli ultimi due capitoli fanno riferimento al mercato del vino in Giappone; in particolare modo il quarto, si propone di tracciare una panoramica del consumo nel paese dal punto di vista storico fino ad oggi, esaminando le cause che ne hanno determinato l’apprezzamento; la ricerca si è basata principalmente sull’analisi di traduzioni di articoli accademici redatti in lingua giapponese e di articoli apparsi su riviste specializzate. Nell’ultimo capitolo mi sono posta l’obiettivo di analizzare la percezione rivestita dai prodotti vinicoli italiani in Giappone, in riferimento al capitale reputazionale del nostro paese; il capitolo riporta i risultati dell’analisi condotte sulle traduzioni di articoli delle riviste giapponesi “Wine Kingdom” e “Wands” le quali riportano le preferenze di acquisto dei consumatori; allo scopo di avere una testimonianza diretta e inserire la percezione del vino italiano in un contesto attuale e reale, sono stati riportati i risultati un’intervista rivolta ad un menbro di “Vino Hayashi”, un’azienda giapponese d’importazione di vino italiano.

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Aichner, Thomas [Verfasser]. "Mass Customization and Country-of-Origin Effects / Thomas Aichner." Berlin : ESCP Europe Wirtschaftshochschule Berlin, 2016. http://d-nb.info/109844888X/34.

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Comacchio, Sara <1989&gt. "COUNTRY OF ORIGIN EFFECT: LA PERCEZIONE DELL'OLIO D'OLIVA MADE IN ITALY NEL MERCATO CINESE." Master's Degree Thesis, Università Ca' Foscari Venezia, 2015. http://hdl.handle.net/10579/6656.

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Nella prima parte si riassumeranno i principali contributi della letteratura sul tema del Country of Origin Effect. Nella seconda parte si analizzerà l’attuale percezione del Made in Italy nel contesto internazionale attraverso l’utilizzo delle più recenti ricerche empiriche, per comprendere i fattori di forza e debolezza e approfondire i fattori o attori che influenzano la creazione dell’Immagine Paese: i mass media, le istituzioni, l’azione dei grandi brand nazionali. Nella terza parte si passerà ad analizzare la percezione del Made in Italy in Cina. Innanzitutto verrà definito il contesto sociale ed economico della Cina, si accennerà alle abitudini di consumo e alle esportazioni italiane in Cina. Successivamente sarà interessante capire se il consumatore cinese consideri l’informazione sul Paese d’origine. Nella quarta parte si tenterà attraverso un’indagine di capire quale sia l’idea del Paese Italia in Cina facendo riferimento ad una categoria di prodotto specifica, l’olio d’oliva, per comprendere se il Made in Italy rappresenti un fattore competitivo per le imprese italiane in Cina in relazione a questo tipo di prodotto.

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Renkema, Marije, and Elio Schöfer. "Investigating the country of origin effect on consumers’ perception regarding consumer products – the case of India." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25702.

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The purpose of this research was to investigate the country of origin effect on consumers’ perception regarding consumer products from India. Indian consumer products are not well known in Europe and other Western countries. Therefore this research is focusing on the expectations consumers have about a certain product from a certain country and not on the experience. In order to understand those expectations, four interviews were conducted on potential Western European consumers. Those interviews were analysed using a framework which consists of a combination between a country of origin effect model and the brand equity model. The combination of the two models helped to understand the expectations which Western consumers can have regarding foreign products, in the case of this study, consumer products from India. It can be seen that three country of origin mechanisms were existent but not very strongly developed. As an example the cognitive country of origin mechanism had almost no direct influence on the brand awareness, as the interviewees were not able to recall or recognize any Indian brand logo which was shown during the interview. This means that the consumers interviewed in this paper are not extremely negatively nor positively influenced by the country of origin effect of India.

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Olsson, Karin. "Brand gap and the effect of country-of-origin : A consumer survey in Rhone-Alps." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-15465.

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Research questions: What are the brand images and brand identities of Renault Trucks, Novembal/Tetra Pak and IKEA? Is there a brand gap? How does country-of-origin have an effect on the perception of the brands? How does the respondent’s sex have an importance in the perception of the brand and the effect of country-of-origin? Purpose: The purpose of this thesis is to describe, compare and analyze the existence of brand gaps and the effect of country-of-origin with the final intention to provide management recommendations for the studied companies. Method: A quantitative consumer survey of 42 subjects was collected and analyzed. In addition, interviews were conducted with three Swedish companies, as well as an interview with the Swedish Chamber of Commerce in Lyon. Aaker’s (1997) Big Five model was used in the analysis. Conclusions: The study demonstrated the brand identities and brand images of the companies. A brand gap is widely present. Aaker’s (1997) model had to be modified and includes new dimensions and traits. Country-of-origin (COO) plays a role in 100% of the consumers’ perception and purchasing process. COO bias, ethnocentrism and animosity are present and play a role in the 42 consumers’ attitudes and purchase decisions in Rhone-Alps. Men and women have different attitudes and degree of ethnocentrism towards the effect of country-of-origin (COE).

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Grisendi, Maria Vittoria <1993&gt. "Country of Origin Effect on American consumers’ behaviour of Made in Italy agri-food products." Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/11582.

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La crescita del commercio internazionale ha suscitato più interesse per il tema del Country of Origin (COO), in quanto rappresenta un fattore di differenziazione dei prodotti. Il presente studio mira a fornire un contributo in questo filone di studi per approfondire la ricerca del Country of Origin effect dei prodotti agroalimentari Made in Italy in particolare negli Stati Uniti. Nella prima parte, si riporta una panoramica della letteratura internazionale sul COO effect e i principali risultati ottenuti. La seconda parte si concentra sugli scambi con gli USA, analizzando le tendenze di importazione dei prodotti agroalimentari italiani,per valutare i comportamenti di acquisto dei consumatori americani, le preferenze e i fattori di scelta. Nella terza parte viene presentata una panoramica delle percezioni del Made in Italy all'estero e dei punti di forza e crescente potenziale delle esportazioni dei prodotti agroalimentari italiani. Vengono presentati i prodotti DOP e IGP che dimostrano il forte legame con il territorio di origine. La mia ricerca si concentra sulla rilevanza della provincia di Modena, prima in termini di esportazioni con gli Stati Uniti e per impatto economico dei propri prodotti DOP e IGP in particolare Aceto Balsamico DOP e Parmigiano Reggiano DOP. Nella quarta parte, attraverso indagini con consumatori americani in California, si analizza la rilevanza dei prodotti agroalimentari Made in Italy. L'obiettivo è valutare le motivazioni di acquisto di prodotti italiani e le preferenze oltre al livello di conoscenza e le percezioni del consumatore americano di prodotti italiani come l'Aceto Balsamico e il Parmigiano Reggiano.

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Ciociola, Carolina Alessia Maria <1992&gt. "Made in Italy e Country of Origin Effect nella società giapponese - Caso Roberto Pancani SRL." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/13128.

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Rispetto al passato le variabili intrinseche ed estrinseche relative ad un prodotto sono maggiori e anche le informazioni su cui il consumatore deve riflettere sono numerosissime. Ciò rende difficile scegliere tra le varie offerte e in molti casi le associazioni paese, che si basano su conoscenze pregresse del consumatore, fungono da strumento decisionale, assumendo un peso diverso a seconda della situazione. Questo elaborato ha come obiettivo quello di ricercare se questo tipo di associazione paese, detto country of origin effect, possa essere un’influenza abbastanza forte da aiutare le PMI italiane ad affacciarsi su nuovi mercati ed avere successo, e se le stesse siano in grado di sfruttarlo al meglio per trarne dei vantaggi. In particolare ci siamo interrogati sull’effetto del brand Made in Italy sui consumatori giapponesi. Per fare ciò nel primo capitolo abbiamo delineato il fenomeno noto come Country of Origin Effect (COE), fornendo una panoramica sullo stato dell’arte e tentando di dare una definizione al fenomeno e alle sue componenti. Nel capitolo successivo ci siamo soffermati su un tipo particolare di COE, quello legato al paese Italia. Per analizzare al meglio l’effetto del COE ci è sembrato opportuno dedicare la nostra attenzione anche al mercato giapponese e ai comportamenti dei suoi consumatori, data la sua particolarità. Perciò nel terzo capitolo abbiamo definito cosa si intenda per consumer behaviour e la sua relazione al fattore cultura. Nel capitolo successivo ci siamo occupati di descrivere il mercato giapponese anche attraverso le teorie di Hofstede descritte nel capitolo precedente. Nel quinto capitolo attraverso le teorie analizzate nei capitoli precedenti abbiamo unito le due figure, ma concentrarci sul settore fashion Made in Italy all’interno del mercato giapponese. Infine, abbiamo deciso di proporre il nostro case study rappresentato dalla Roberto Pancani SRL, storica PMI specializzata nella realizzazione di borse di paglia e ultima azienda italiana ad utilizzare l’intrecciato hand made per produrre i suoi prodotti.

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Ingels, Lovisa. "The Attraction of Korea : An empirical study on how country-of-origin affects consumers' perception and purchase intentions of Korean beauty products." Thesis, Stockholms universitet, Institutionen för Asien-, Mellanöstern- och Turkietstudier, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-183472.

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The Korean Wave has taken the world by storm and Korean beauty (K-beauty) has in extension to this become a global phenomena. K-beauty has reached this popularity with the help of authentic and natural ingredients and a combination between tradition and modernity creating a competitive advantage on the market. Despite this popularity a lack of research has been identified on how the “Made in Korea” label affects consumer’s perception of Korean products and in specific K-beauty products. The current study addressed this opportunity in examining how consumers perceive K-beauty products in addition to country-of-origin affects their purchase intention. To examine this a qualitative approach was taken consisting of 11 email interviews with millennial women residing in Sweden. The empirical data derived from the interviews was divided into four themes (1) Made in Korea, (2) Image, (3) Quality and (4) Effect. The findings were then analyzed in regards to the country-of-origin effect (COE) and previous research on the topic. The results identify two main attributes as driving factors in consumer perception of K-beauty products on the Swedish market. These two attributes are image and quality. Korea was in this study found to carry a strong cognitive country image (CCI) and is as a result perceived to be on the forefront of the beauty industry creating an attraction towards Korean products. Although K-beauty is found to be driven by the CCI a connection to the Korean Wave and an affective country image (ACI) is found creating a separation in the country image. This was further found to suggest that the Korean Wave facilitates the spread of Korean culture through all Korean products. Future research directions are additionally discussed.

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Pagan, Karina Munari. "Avaliação do efeito país de origem para vinhos brasileiros: um estudo experimental aplicando a ferramenta eletroencefalografia (EEG)." Universidade de São Paulo, 2018. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-24042018-105816/.

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O efeito país de origem é um dos assuntos mais abordados na literatura internacional de negó-cios, marketing e comportamento do consumidor. Diante da importância deste tema, esta pesquisa realizou, utilizando a ferramenta eletroencefalografia, um experimento geral que foi subdividido em três experimentos. No primeiro experimento, buscou-se verificar a influência que a origem de fabricação dos vinhos exercia sobre as atividades cerebrais dos consumidores brasileiros em geral em relação a vinho com a informação de ser do Brasil, da França e sem informação. No segundo experimento, 3(País de origem: Brasil, França e sem informação ) x 2(Gênro: Masculino e Feminino) buscou-se verificar a influência da origem de fabricação sobre as respostas cerebrais dos homens e das mulheres. No terceiro experimento, 3(País de origem: Brasil, França e sem informação ) x 2(Envolvimento: Alto e Baixo) buscou-se verificar esta influência para os consumidores de alto e baixo envolvimento. O vinho utilizado era o mesmo e de origem brasileira. A amostra foi constituída por estudantes da universidade de São Paulo. Como resultados, foram verificados, por meio da análise espectral de potência, que a informação do país de origem não gerou influências significativas para os consumidores em geral e nem para as mulheres nem nenhum dos grupos (experimental e de controle). Mas gerou influência significativas para os homens no grupo experimental. Também foram verificados resultados diferentes para os consumidores de alto e baixo envolvimento. Os consumidores de alto envolvimento prestaram mais atenção a informação do país de origem, contudo esta informação não impactou emocionalmente os consumidores. Já para os consumidores de baixo envolvimento verificou-se diferenças significativas entre o grupo experimental Brasil e França e o grupo de controle França e sem informação. Em termos teóricos, esta pesquisa apresenta uma grande contribuição para a literatura ao conciliar de forma inédita o efeito país de origem com a ferramenta da neurociência EEG. Em termos práticos sugere uma diferenciação das ações de marketing (propaganda, anúncios, campanhas, disponibilização no ponto de venda) sobre os grupos de consumidores
The country-of-origin effect is one of the most addressed issues in the international business literature, marketing and consumer behavior. Considering the importance of this theme, this research carried out, using the electroencephalography tool, a general experiment that was subdivided into three experiments. In the first experiment, it was sought to verify the influence that the origin of wine manufacturing exerted on the brain activities of Brazilian consumers in general in relation to wine with the information of being from Brazil, France and without information. In the second experiment, 3 (Country of origin: Brazil, France and without information) x 2 (Gênro: Male and Female) sought to verify the influence of manufacturing origin on the brain responses of men and women. In the third experiment, 3 (Country of origin: Brazil, France and without information) x 2 (Involvement: High and Low) sought to verify this influence for the consumers of high and low involvement. The wine used was the same and of Brazilian origin. The sample consisted of students from the University of São Paulo. As results, power spectral analysis verified that the information from the country of origin did not generate significant influences for consumers in general, neither for women nor for any of the groups (experimental and control). But it generated significant influence for men in the experimental group. Different results have also been found for high and low involvement consumers. High-involvement consumers paid more attention to home country information, but this information did not impact consumers emotionally. For the low-involvement consumers, there were significant differences between the experimental group Brazil and France and the control group France and without information. In theoretical terms, this research presents a great contribution to the literature in unprecedented reconciliation of the country of origin effect with the EEG neuroscience tool. In practical terms, it suggests a differentiation of marketing actions (advertising, ads, campaigns, availability at the point of sale) on consumer groups

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Dittertová, Silvie. "Country of origin effect and the impact of brand nationality on the perception of quality in the luxury goods market." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-194111.

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The purpose of this Master's Thesis is to investigate the attitudes of high net worth individuals toward country of origin information within the luxury goods market with respect to the quality of the products. The primary method used for the research is qualitative research based on in-depth interviews. Based on these in-depth interviews, the thesis demonstrates the synergy between the literature on country of origin and luxury goods and the consumers' quality perception on luxury based on country of origin.

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Hallberg, Annika. "Post-travel consumption : country-of-origin effects of international travel experiences /." Göteborg : Department of business administration, School of economics and commercial law, Göteborg university, 2005. http://catalogue.bnf.fr/ark:/12148/cb40009577m.

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Dakin, John. "Country of origin effect and the image of Third World manufactured goods exporters : an example from Zimbabwe." Thesis, University of Derby, 2006. http://hdl.handle.net/10545/224911.

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This thesis reports research in the Country-of-Origin (COO) area of international business, into the postulated phenomenon of Negative Image. Image has been regarded as a potential purchase decision influencing factor but to date not investigated in-depth. Research was carried out in the business to business area, across cultures and between developed and developing countries, using an example from Zimbabwe. The primary research methodology comprised semi-structured elite interviews with Zimbabwean footwear exporters and UK footwear importers. A questionnaire incorporating sections on topics related to the international image of manufactured goods exporters based in Third World countries was also administered to the UK footwear importers. This dealt with political, commercial and image aspects of importer-exporter relationships and also addressed directly the issue of Third World businessmen's image. Results from the field work demonstrate that the Negative Image of Third World manufactured goods exporters directly affects importer decision making and that Negative Image has an exclusively negative impact. Data from inductive analysis of interviews and supporting correlations arising from the questionnaire were used to construct a model of the relationships and formalise the concepts and constructs of Negative Image. These included disparities in exporter and importer expectations of quality, price, delivery and performance. In addition unreliability, inefficiency, professionalism, lack of both marketing skills and social conversation contribute to the phenomenon. A potential conflict was identified at the individual level between personal and professional perspectives and a reciprocal Negative Image of importers was identified from the Zimbabwean exporters' perspective. Suggestions are made regarding the key factors in exporter-importer relationship development and conclusions are then drawn suggesting that improvement to levels of importer-exporter contacts and information flows can be useful in ameliorating the Negative Image effect. Scenarios for image improvement are offered at government, firm and individual levels. Finally, limitations of the research are discussed and recommendations for further research are given

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Marchiori, Elena <1988&gt. "Country of origin effect: la percezione del vino Made in Italy sul mercato asiatico di Singapore." Master's Degree Thesis, Università Ca' Foscari Venezia, 2013. http://hdl.handle.net/10579/3084.

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Andersson, Simon, and Gustaf Persson. "The Country-of-Origin Effect in the Personal Care Market : A study on Swedish consumers’ perception of Chinese products." Thesis, Högskolan i Gävle, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-29315.

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Title: The Country-of-Origin Effect in the Personal Care Market Level: Final assignment for Bachelor’s Degree in Business Administration Author: Simon Andersson and Gustaf Persson Supervisor: Jonas Kågström Date: 2019 – January Aim: The study aims to analyse Swedish consumers’ perceptions on the Country-of-Origin effects regarding Chinese products. Method: The study is based on a quantitative method. The data collection was done with a questionnaire with a deductive approach. The empirical data was collected through a web survey which was published on social media e.g. Facebook and LinkedIn. The data was then processed in the statistical program IBM SPSS Statistics (SPSS) to form models, figures and values. A descriptive-, correlation-, factor- and cluster-analysis was then formed. Result & Conclusion: The results showed how different variables correlate, different factors which the variables were grouped in and five different clusters of respondents. The conclusion is that there is a so-called COO-effect for Swedish consumers subconsciously. Furthermore, Swedish consumers are aware of the origin, but rank other quality and price as higher cues. Contribution of the thesis: This study aims, with help of previous research and a conducted survey, examine how Swedish consumer perceptions of Chinese personal care products regarding the COO-effect. Furthermore, it provides information on how Swedish consumers ranks certain cues. The study is unique since it provides insight on a market that has not yet been analysed with regard to the COO effect (Sweden) and with a certain product group where there is no current research available in relation to COOeffects. Furthermore, the study contributes to general COO-research, with certain implications deriving from previous research. There are both theoretical and practical contributions of importance, illustrating Swedish consumer perceptions of Chinese products. Suggestions for future research: This essay is limited to the Swedish market and focused on a particular product group. There are several other products groups that are yet to be researched in regard to COO-effects/consumer perception. Further research could compare two different product groups with high involvement to analyse the difference between certain product types. A comparison between two (or more) different countries would provide a vertical view of COO-effects, analysing the differences between different consumer perceptions and what cultural variables that may be vital for purchasing decisions. Keywords: Country-of-origin (COO), Country-of-origin effects, Product evaluation, Cultural differences, Made in China, Consumer behaviour, Purchase decision, Trust
Titel: The Country-of-Origin Effect in the Personal Care Market Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Simon Andersson och Gustaf Persson Handledare: Jonas Kågström Datum: 2019 – Januari Syfte: Studien syftar att analysera svenska konsumenters uppfattning om effekterna av ursprungsland för kinesiska produkter. Metod: Studien baseras på en kvantitativ metod. Datainsamlingen skedde med en enkätundersökning som utgår från ett deduktivt synsätt. Empiriska data har samlats in via en webbenkät som publicerades på sociala medier som exempelvis Facebook och LinkedIn. Data behandlades i statistikprogrammet IBM SPSS Statistics (SPSS) för att få ut resultat; modeller, figurer och värden. Sedan utformades en deskriptiv analys, korrelationsanalys, faktoranalys och en klusteranalys. Resultat & slutsats: Resultatet uppvisade hur olika variabler korrelerar, olika faktorer som grupperar variabler samt fem olika kluster med respondenter. Vi kan dra slutsatsen att det finns en så kallad ”country-of-origin” (COO) -effekt som svenska konsumenter inte är medvetna om. Svenska konsumenter är medvetna om produktens ursprung, men rankar variablerna kvalitet och pris högre. Examensarbetets bidrag: Denna studie syftar till, att med hjälp av tidigare forskning och en genomförd undersökning, analysera svenska konsumenters uppfattning av kinesiska hälsoprodukter när det gäller COO-effekten. Dessutom ger den information om hur svenska konsumenter rankar olika variabler vid köp. Studien är unik eftersom den ger insikt om en marknad som ännu inte analyserats med avseende på COO-effekten och med en viss produktgrupp som det inte finns någon forskning om samband av COO-effekter. Studien kommer dessutom att bidra till generell COO-forskning, med vissa avvikelser som härrör från tidigare forskning. Det finns både teoretiska och praktiska bidrag av betydelse, som ger en inblick i svenska konsumenters uppfattning av kinesiska produkter. Förslag till fortsatt forskning: Den här uppsatsen avgränsar sig till den svenska marknaden och riktade in sig på en särskild produktgrupp. Det finns flera andra produktgrupper som ännu inte undersöks med avseende på COO-effekter och dess inverkan på konsumenters uppfattning. Framtida forskning kan jämföra två olika produktgrupper för att analysera de skillnader som finns/inte finns. En jämförelse mellan två (eller flera) olika länder skulle ge en vertikal bild av COO-effekter och en sådan analys skulle öka förståelse för att förstå vilka kulturella skillnader som är avgörande i konsumentbeteende. Nyckelord: Country-of-origin (COO), Country-of-origin effects, Product evaluation, Cultural differences, Made in China, Consumer behaviour, Purchase decision, Trust

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Hanselka, Daniel David. "Economic impact of country-of-origin labeling in the U.S. beef industry." Texas A&M University, 2004. http://hdl.handle.net/1969.1/3242.

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Concerns over the total costs assessed to the beef industry from the implementation of mandatory country-of-origin labeling (COOL) regulations warranted an investigation into the estimation and distribution of marketing and marginal costs of production for retail chain stores and distributors, meat packers and processors, cattle feedlots, cattle backgrounding yards and cow-calf producers. Furthermore, it is thought the implementation of COOL will impose severe market and social welfare effects on the participants in the beef industry. This research focused on two main objectives. The first objective is to provide a full beef industry cost assessment for implementing COOL regulations based on the preliminary guidelines for COOL as published by the United States Department of Agriculture in the proposed rule in October of 2003. Financial and production data was collected and used from U.S. retail chain stores and distributors, meat packers and processors, cattle feedlots, and cattle backgrounding yards and stockers. The second objective was to use the weighted average cost estimates calculated from the data to determine the magnitude of increases in the demand for retail beef, wholesale beef, fed cattle, and feeder cattle needed to negate the increase in costs of implementing mandatory COOL regulations. An equilibrium displacement model was used to demonstrate the supply and demand functions and relationships for retail beef, wholesale beef, fed cattle, and feeder cattle. Estimated elasticities for retail beef, wholesale beef, fed cattle and feeder cattle were used to calculate the relative changes in price and quantity in response to the COOL-induced supply and demand shifts. The quantity intercepts from the estimation of the linear parameters can be used to calculate the increases in consumer demand needed to negate the increases in costs estimated from the survey results for the retail, wholesale, fed cattle, and feeder cattle sectors of the beef industry. A significant cost burden to the beef industry was shown by the weighted average estimates calculated from the research. Retail chain stores and distributors, meat packers and processors, cattle feedlots and cattle stockers are expected to see an increase in marketing and marginal costs of production as a result of implementing COOL.

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PICERNI, Antonio. "Il ruolo dell’Immagine Paese nell’ambito del Country of Origin effect: analisi esplorativa del marchio Italia nel contesto cinese." Doctoral thesis, Università degli studi di Bergamo, 2012. http://hdl.handle.net/10446/26705.

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Tüselmann, H.-J., Frank McDonald, and R. Thorpe. "The emerging approach to employee relations in German overseas affiliates: A role model for international operation?" Elsevier, 2006. http://hdl.handle.net/10454/2594.

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In light of current changes in the German industrial relations¿ landscape and the wider and deeper integration of German multinationals into the world economy, this study investigates the relative importance of the country-of-origin effect in employee relations of German affiliates in an Anglo-American setting. The paper addresses important issues that relate to the wider international business domain. The comparative analysis to US affiliates in the UK and British owned firms points to a distinctively German flavored hybrid approach that integrates the best practice elements of the US model with the collective orientation of the German model. This bears a resemblance to an emerging trend in the parent companies¿ home locations. The intra-German analysis revealed that affiliates of multinationals that face pressures for international integration are at the forefront of this development. The findings suggest that this might provide a suitable model of international operation for multinationals from strongly institutionalized countries.

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Lantz, Garold. "The country-of-origin effect and social identity, the ways an individual's national identity affects product preferences." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1998. http://www.collectionscanada.ca/obj/s4/f2/dsk2/ftp03/NQ32882.pdf.

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Huang, kuan-Lin, and 黃冠霖. "Can Country-of-Consumption Image Compensate Negative Country-of-Origin Effect." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/346z49.

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碩士
逢甲大學
合作經濟學系
103
This study extends previous research on the concept of country of consumption (Huang & Huang, 2011; Huang & Chiang, 2014) and examines the countering effect of country-of-consumption image on the negative country of origin, particularly for brands from emerping countries,by employing vacuum cleaner and flip-flops as the research products. In specific, this study explores the influence of country of consumotion image on consumers’, product evaluations and purchase intention. Morevoer,consumer product involvement is incorporated in this study as a moderator for its potential impact on consumer’ information processing. TO the ends, the current research adopted a 2(Country of Origin: positive and negative) X2 (consumer countries: both positive and negative) X2 (product involvement: the level of involvement) between-subject quasi-experimental design. The results show that country-of-consumption image can overcome the negative effect of the country of origin ；however,only under the condition of, the principle of consistency. When consumers receive consistent information, that is COO and COC are both perceived positive or negative, they will show higher purchase intention. Keywords: Country-of-Crigin Image、Country-of-Consumption Image、Product Evaluation、Purchase Intention

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Damásio, Luís Maria Pimenta Pizarro Magalhães. "A Cross-Country Study on the Country-of-origin Effect of Portugal." Master's thesis, 2021. https://hdl.handle.net/10216/134933.

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Damásio, Luís Maria Pimenta Pizarro Magalhães. "A Cross-Country Study on the Country-of-origin Effect of Portugal." Dissertação, 2021. https://hdl.handle.net/10216/134933.

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Monteiro, Inês Catarina Teló Bordalo. "Understanding the country of origin effect of portuguese footwear." Master's thesis, 2020. http://hdl.handle.net/10400.14/31978.

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O país de origem (COO – country of origin) é uma variável estratégica crucial a ser considerada quando se fala sobre a posição de um produto no mercado e sobre o comportamento do consumidor em praticamente todas as empresas e setores. Apesar do seu indubitável papel em garantir a competitividade dos produtos no mercado, a literatura ainda não explorou, precisamente, como este construto afeta o comportamento de compra dos consumidores, especialmente em setores e países específicos. Considerando que a indústria do calçado em Portugal é economicamente muito importante, propomo-nos a contribuir para a compreensão do modo como o país de origem do calçado influencia a preferência e o valor percebido pelos consumidores portugueses. Foi adotada uma metodologia quantitativa, de cariz experimental, tendo-se manipulado as variáveis independentes - material, marca e informação sobre a origem portuguesa do calçado - para avaliar o seu impacto nas variáveis dependentes, nomeadamente a perceção de qualidade, a disposição para comprar (WTB) e a disposição para pagar (WTP). Os dados foram coletados por meio de questionários, tendo-se obtido um total de 800 respostas. Os resultados mostraram que a perceção de qualidade dos consumidores é influenciada de forma independente pelo material, marca e informação sobre a origem portuguesa do calçado; que a disposição para pagar dos consumidores é influenciada de forma independente pelo material e marca; e finalmente, que disposição para comprar dos consumidores é influenciada apenas pelo pelo material. Assim, a principal conclusão e contribuição deste estudo é que a informação do COO afeta a perceção dos consumidores portugueses relativamente aos produtos de calçado, especialmente no que diz respeito à avaliação da qualidade, sugerindo que o calçado made in Portugal é visto como tendo mais qualidade. No entanto os resultados também indicam que, em geral, os portugueses não estão mais dispostos a comprar ou a pagar significativamente mais por um par de sapatos, apenas por ter origem portuguesa. A exceção parece ser apenas no calçado de pele, em que a origem portuguesa aumenta o valor médio que os consumidores estão dispostos a pagar por um par de sapatos.
The country of origin (COO) is a crucial strategic variable to be taken into account when considering a product’s position in the market and consumer behaviour in virtually every company and sector. Despite its undeniable role in assuring competitiveness when marketing products, literature has not yet explored how this construct affects consumers purchase behaviour, especially in specific sectors and countries. Considering the economic importance of the footwear industry in Portugal, we set out to gather understanding on how the country of origin of footwear affects the preference and perceived value for Portuguese consumers. A quantitative methodology was adopted, where the independent variables – composition, brand and country of origin – were manipulated to access the impact on the dependent ones, namely quality perception, willingness to buy (WTB) and willingness to pay (WTP). Data was gathered through questionnaires. A total of 800 responses were obtained. Results showed that consumers’ perception of quality is influenced independently by composition, brand and COO information. Consumers’ willingness to pay is influenced independently by composition and brand; and consumers’ willingness to buy is influenced by composition. Therefore, our main conclusion and contribution to this study is that COO information affects the perception of Portuguese consumers towards footwear products, namely regarding quality assessment, where Made in Portugal footwear is perceived as being of higher quality. However, the results also indicate that, in general, the Portuguese are not willing to buy or pay more for a pair of shoes, just because they are of Portuguese origin. The exception seems to regard leather footwear, where the Portuguese origin increases the average value that consumers are willing to pay for a pair of shoes.

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Chen, Chi-Fanf, and 陳祺方. "The Moderating Effect of Country Culture to Relationship between the Country of Origin Effect on Brand Equity." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/37977137633130421584.

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碩士
國立臺灣大學
國際企業學研究所
96
This study mainly examined the effects of COD(country of design)and COM(country of manufacture) on consumers’ brand equity(BE) under the steategies of multinational production and international marketing. There is profic research in both the areas of country of origin and brand equity(BE) However, most of the past research focus on finding the evaluation difference for different COO or the BE difference for different marketing activities, few empirical research to date has evaluated how COO may affect BE and the moderating effect of country culture on relationship between COO effect on BE. This study uses simply random sampling method. The samples consist of local and foreign students in NTU and NCKU and use the mobile phone as stimuli；Finland and Taiwan are chosen to be COD； Taiwan and China are COM. Then, we examine the influence of COD (Finland/ Taiwan) 、COM (Taiwan/ China)、Individualism and Uncertainy Avoidance on BE. The findings ofthis study are summarized as follows: 1. BE of a brand varies significantly according to the COD of the brand. 2. BE of a brand varies significantly according to the COM of the brand. 3. COO effect on BE is stronger in countries which are Uncertainy Avoidance 4. COO effect on BE is weaker in countries which are high Individualism

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Tai, Shang-Chih, and 戴上智. "A Study of Country-of-Origin Effect on Consumer Risk." Thesis, 1994. http://ndltd.ncl.edu.tw/handle/97560651416677056755.

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Saraiva, Lucénio Vinicius Rodrigues de Almeida. "Understanding the country of origin effect : the case of Portugal." Master's thesis, 2016. http://hdl.handle.net/10400.14/21716.

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Nowadays, the panorama of international markets reflects an extremely competitive market, with many available products that stand out due to their quality, durability and diversification. Consequently, the process of evaluating products is increasingly more complex, due to the number of factors taken into account in the process. The country of origin effect is one of those factors. The image of a country is directly associated with the country of origin effect and it can be shaped by the behaviour and habits of its society, the performance of its business sectors on international markets, and by the perceptions of foreigners about the country. A positive country image will reflect a positive impact of the country of origin effect, while a negative country image will reflect a negative impact of the country of origin effect. Portugal seems to be affected by a negative country image, but that dynamic seems to be changing. For Portuguese businesses, the way in which they work with the country of origin will be the difference between the success and failure in the international markets. This thesis aims to identify what is the perception of foreigners about Portugal, the strategies used by Portuguese businesses to generate a positive country of origin effect and understand the impact of the country of origin effect on Portugal. We understood that the case study method was the best method to identify the strategies used by Portuguese businesses to work with the country of origin and determine the impact of the country of origin effect on Portugal. The thesis suggests that the perception about Portugal is improving, generating a positive country of origin effect, supported by the success of Portuguese businesses and businessmen in international markets. The key to success is how companies combine their unique natural resources with the technological innovations and strategic tools available to them.

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Hsu, Che-Wei, and 許哲偉. "The effect of country of origin of user co-creation." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/52202209032692892536.

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碩士
國立雲林科技大學
企業管理系
104
The past research about co-creation almost focused on the discussion of benefit and value of co-creation for company and user; however, it seems there is less further research discussing that what kinds of a user a company should choose to create products and services, and what kind of user country of origin should to do co-creation. If a company brand has high reputation means that it will have a competitive advantage over others, and do co-creation can ensure the products have a certain level and quality because of the industry-related reputation. After research reviewed, we define the value chain of co-creation, and we distinguish the brands into different products. We then define “co-creation evaluation” and “purchase intention”. In this study, we add “country of origin” to examine the moderate effect to the value of chain of co-creation. We use “Vietnam” and “Taiwan” to examine Vietnam the country of origin effect of domestic products to Vietnam university students. Finally, our study found that when company chooses a better brand reputation of the product, it can positively affect the value chain of co-creation. When co-creator chooses a more advanced country (Taiwan) to do co-creation, it's co-creation evaluation is not better than domestic (Vietnam). If company wants to do co-creation with different co-creators, it should choose different characteristics of co-creator with country of origin to plan other strategies for the maximum value of the benefits of co-creation. Besides, company chooses a high image brand can enhance the user country of origin and co-creation evaluation effect. It can maximally affect user country of origin to the value chain of co-creation.

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Anwar, Samsul, and 安華山. "Effect of Country Image, Ethnocentrism and Country of Origin on Purchase Intention an Electronic Product." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/75461927814126177638.

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碩士
國立臺南大學
科技管理研究所碩士班
99
Most of developing and especially underdeveloped countries have the problems with the economic growth because they face the problems of finding the market for their products. Developed/advanced countries such as the United State or Japan have gained the advantages of home country bias. A consumer prefers to buy the products from the developed countries rather than developing or underdeveloped countries. The gaps between developed countries and developing/underdeveloped countries are very big. A study of country of origin effects has been begun since the 1960s, however most these researches involve in more developed countries. Therefore, this study tries to seek for investigating the consumers’ attitudes and purchasing intention in new developed and underdeveloped country—across the world—on the electronic products made in four different levels of economic development countries: Taiwan, Japan and Korea. This study also examines phenomenon of consumer ethnocentrism and consumers’ perception of products’ quality and price of the electronic products from different sources.

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Chen, I.-Jou, and 陳依柔. "Effects of country-of-origin and reverse country-of-origin between product beliefs and destination image." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/7e6m5s.

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碩士
國立中興大學
行銷學系所
101
The purpose of this study was to explore and examine causal relationships between consumers'' product beliefs, brand attitude and South Korea’s destination image which are represented by two structural models. Quantitative data regarding sample members’ product evaluation of mobile phone or entertainer performance, destination image of South Korea were collected from Taichung International Travel Fair. Two samples consisted of 182 and 184 respondents respectively for functional and hedonic product types were obtained through a combination of purposive and quota sampling procedure. Structural equation modeling and regression analysis were performed to analyze the data. The results of this study showed that respondents’ image of South Korea affects product beliefs, brand attitude and purchase intent. However, reversed effects of the causal relationship which had been revealed in the country-of-origin model were also verified in this study empirically. The reverse country-of-origin model showed that product beliefs and brand attitude of South Korea affect respondents’ image of and travel intention to South Korea. Based on the results, academic implications and managerial applications were consequently discussed.

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Yang, Tzyy-Shiuan, and 楊子萱. "Country of Origin Effects on Product Evaluations：Relevance of Country of Origin, Bias Awareness, and Involvement Levels." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/75768182138795531843.

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碩士
臺灣大學
商學研究所
98
The present research composed by two studies investigated how consumers with differential involvement and with different bias awareness would base their evaluations of the products with differential country of origin (COO) relevance on valence of COO images. It also examined whether consumers would correct their judgments of the COO-irrelevant products by subtracting COO effects. COO valence effects on product judgments were shown under low involvement conditions regardless of people’s awareness of COO influences and COO-relevance of the target products. High-involvement people also based their product evaluations on valence of COO images when the quality of the target products was relevant to COO irrespective of their bias awareness. For the products whose quality is irrelevant to COO, high-involvement people are anticipated to correct their ratings in a direction opposite to the perceived biasing direction. However, because of ineffectiveness of the bias-priming article, high-involvement people failed to correct the COO bias and rated the COO-irrelevant target products no differently under awareness and unawareness conditions in Study 1. Furthermore, in Study 2, the adjusted bias-priming article primed the legitimacy of COO bias and emphasized the importance of COO on the product judgments; thus, the COO-irrelevant products with positive COO were rated better under awareness condition than under unawareness condition.

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Xueying, Wang. "Country of origin effect: the case of Portuguese wine in Chinese market." Master's thesis, 2021. http://hdl.handle.net/10773/32235.

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This study intends to investigate Chinese consumers’ perceptions of Portuguese wine and whether the Country of Origin (COO) effect could lead to Chinese consumers’ satisfaction, attitude and the final purchase intention towards Portuguese wine. The study explores whether there is a significant difference between Chinese consumers living in Portugal (group1) and Chinese consumers living in first tie cities in China (group2) on this issue, and explored Chinese consumers’ ethnocentrism. Data for this study were collected from total 452 participants by online survey and a structural model was tested by using SPSS 25.0. The results show that country image has positive directly impact on purchase intention only when mediated by satisfaction or attitude. Country affinity has positive directly impact purchase intention and the effect will be stronger when mediated by satisfaction or attitude. Chinese consumers’ level of ethnocentrism is low, and it has a negative impact on purchase intention. Group 1 demonstrated to have higher perception levels regarding all variables except country image and ethnocentrism. The main conclusions are as follows: purchase intention of Portuguese wine is strongly and directly explained by Chinese consumers' satisfaction and attitude, which shows that at the operational/behavioral level Portuguese wine in the Chinese market has good acceptance. However, there is a great need to improve the image of Portugal and the affinity with the country for the effect on purchase intention to improve substantially.
Esta dissertação pretende investigar as perceções dos consumidores Chineses sobre o vinho português e se o efeito país de origem (COO) pode levar à satisfação, atitude e intenção de compra dos consumidores Chineses em relação ao vinho português. O estudo explora se há uma diferença significativa entre os consumidores Chineses que vivem em Portugal (grupo1) e os consumidores Chineses que vivem em cidades do nível primeiro na China (grupo2), e explora o etnocentrismo dos consumidores Chineses. Os dados foram coletados de um total de 452 participantes por meio de pesquisa online e um modelo estrutural foi proposto e testado usando o SPSS 25.0. Os resultados mostraram que a imagem do país tem impacto direto positivo na intenção de compra apenas quando mediada pela satisfação, atitude ou afinidade com o país. A afinidade com o país tem impacto direto positivo na intenção de compra e o efeito será mais forte quando mediado pela satisfação ou atitude. O nível de etnocentrismo dos consumidores Chineses é baixo e tem um impacto negativo na intenção de compra. O Grupo 1 demonstrou ter níveis de perceção mais elevados em relação a todas as variáveis, exceto imagem do país e etnocentrismo. As principais conclusões são as seguintes: a intenção de compra de vinho português é explicada forte e diretamente pela satisfação e atitude dos consumidores chineses, o que demonstra que a nível operacional / comportamental o vinho português no mercado chinês tem boa aceitação. No entanto, há uma grande necessidade de melhorar a imagem de Portugal e a afinidade com o país para que o efeito na intenção de compra melhore substancialmente.
Mestrado em Gestão

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Moreira, Tiago Edgar Durães. "Content marketing and Country-of-origin effect: The case of APICCAPS." Master's thesis, 2017. https://repositorio-aberto.up.pt/handle/10216/107711.

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游純瑜. "The effect of country of origin information moderated by product category." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/70032732545226575320.

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Chen, Chia-Yi, and 陳佳誼. "Countering Negative Country-of-origin Effect: The Role of Evaluation Mode." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/53777113439345063959.

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博士
國立交通大學
管理科學系所
97
As multinational firms seek to acquire competitive cost advantages through global sourcing, it is also important for them to develop effective strategies to reduce possible damage of negative country-of-origin (COO) effect. This study aims to examine whether brand image and evaluation mode could alleviate negative COO effect. A 2(COO)×2(brand)×2(evaluation mode) experimental design was employed in order to examine whether brand and COO effects on product evaluation vary under different evaluation modes. The data were analyzed by a repeated measure MANOVA. The results showed that products made in favourable countries were rated higher in joint evaluation mode than in separate evaluation mode. Conversely, products made in unfavourable countries were better evaluated in separate evaluation mode than in joint evaluation mode. The results of this study are not in favour of the notion that a strong brand image could overcome negative effect of COO. Conclusions of this study suggest that COO effect plays an equally important role in consumer product evaluation for both strong and weak brands. Thus, even for a product with strong brand image, the negative consequences of COO stemming from consumers’ unfavourable attitudes towards the manufacturing country is not likely to be completely eliminated. Moreover, to alleviate negative impact of unfavourable COO, marketers may want to avoid direct comparison between products made in unfavourable countries with those made in favourable countries regardless of their brand strength. Accordingly, when marketing a product made in an unfavourable country, marketers should manage to create a selling environment facilitating separate evaluation mode. In contrast, marketers should proactively manage to display products from favourable countries along with those from unfavourable countries in order to further enhance quality perceptions.

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Moreira, Tiago Edgar Durães. "Content marketing and Country-of-origin effect: The case of APICCAPS." Dissertação, 2017. https://repositorio-aberto.up.pt/handle/10216/107711.

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Wu, Chia-Hung, and 吳家宏. "The Effect of Country-of-Origin Image on Perceived Risk and Purchase Intention－Using for Moderator of Country-of-Origin Negative Information." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/836ryh.

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碩士
大葉大學
管理學院碩士在職專班
102
The purpose of the paper is to test the relationship between country-of-origin image, perceived risk, and purchase intention. The country-of-origin negative information will be tested for the moderating effect on the model. We select Japan, and South Korea as country-of-origin, and take negative message to apple as a research subject. The research is based on general customer, the convenience sampling method is adopted. Both of negative message Apple questionnaire distributed 300 copies of each. A total of 281 and 290 samples, and 93.7％ and 96.7％ return rate are valid. The results showed that: (1) there is a significant positive relationship between country-of-origin image and purchase intention ; (2) there is a significant negative relationship between country-of-origin image and perceived risk; (3) there is a significant negative relationship between perceived risk and purchase intention; (4) perceived risk has mediating effect between country-of-origin image and purchase intention; (5) country-of-origin negative information has no moderating effect between cognitive country image and perceived risk; (6) when moderated by country-of-origin negative information, the effect of low affective country image on perceived risk is greater than high affective country image.

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"Country-of-Origin Effekt und Länderimage Osteuropas." Wirtschaftsuniversität Wien, 2008. http://epub.wu-wien.ac.at/dyn/dl/diss/epub-wu-01_d78.

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Lin, Shu-hui, and 林淑惠. "Valuing the Effects of Country of Origin." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/05762623354422948137.

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Abstract:

碩士
國立暨南國際大學
國際企業學系
87
In the international marketing domain, the study of country of origin (COO) effects has been one of main research stream. The literatures about COO effects all sustain that consumers give different evaluations among various countries in the same products. All of these studies indicate that country of origin does indeed affect product evaluations. But previous research did not inquire the value of COO effects, this research take the first step to find out the relative value of COO effects. For the multinational business, they can get the relative value of COO effects, they can make the best pricing strategy for the same product which made from different countries. This research use conjoint analysis to calculate the relative value of COO effects, moreover, we can get the best composition of product. In 1970s, conjoint analysis was first used in marketing research. There are more and more literatures used conjoint analysis to do researches since then. Conjoint analysis is an extremely powerful and useful analysis tool that can help us to determine relative importance of product attributes. It provides a quantitative measure of the relative importance of one attribute as opposed to another. Furthermore, it can reduce the amount of stimuli, it''s more convenience for us to find out the product optimization. This research also want to test consumers'' Ethnocentrism、knowledge of the product、need for cognition、high-low involvement、nationality and brand--well and unknown thesis variables'' impacts toward the value of country of origin. The result of this study found that consumers'' Ethnocentrism、knowledge of the product、need for cognition、nationality and brand--well and unknown did salient impacts on the value of country of origin effects.

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Dissertations / Theses on the topic 'Country of origin effect'

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