This book evaluates Country of Origin (COO) research from new critical perspectives, providing insights on how COO shapes both consumer behaviour and business trends, and how marketers can overcome or take advantage of COO in their strategies.
The contributors explore a variety of strategies for utilising Country of Origin, including how country image can influence market entry positioning strategies, and how brand heritage can be utilised as a communication tool. There is also a study of what percentage of online products require COO identification, and whether this percentage correlates to customer satisfaction. Several contributors look at consumers’ preference for food in relation to COO and authenticity, and further chapters explore the impact of consumer identification with a nation on how they evaluate brands.
As Country of Origin is increasingly evaluated by consumers and used by marketers to safeguard locally-owned products, this book will be of interest to those studying the relationship between country-authentic brands and their promotion in the global marketplace. This book was originally published as a special issue of the Journal of Promotion Management.
Introduction – Country of Origin Effect: Looking Back and Moving Forward
Isaac Cheah, Ian Phau, and Gaetano Aiello
1. How Much More (or Less) Is a Brand Worth When Made in a Low Labor-Cost Country? It Depends Upon Who and Where You Ask
Foo Nin Ho, Glen H. Brodowsky, and Seonsu Lee
2. Country of Origin Association in Retail and Wholesale Branding
Arooj Rashid and Liz Barnes
3. The Moderating Influence of Country of Origin Information Seeking on Homophily and Product Satisfaction
Patrick Van Esch, Gavin Northey, Sarah Duffy, Jonas Heller, and Magdalene Striluk
4. Consumer Knowledge of Country of Origin of Fresh Food at Point of Purchase
Judith Holdershaw and Roman Konopka
5. Why Country of Origin Still Matters in Food Retailing: Implications for Promotion Management Research
Andrea Insch and Ron Cuthbert
6. Development and Validation of Consumers’ Need for Ingredient Authenticity (CNIA Scale)
Zahirah Zainol, Ian Phau, and Isaac Cheah
7. Why Consumers in Developing Countries Prefer Foreign Brands: A Study of Japanese Brands in Vietnam
Kim Nguyen Thuy Hang Dao and Tania von der Heidt
8. Revisiting Country Image – Examining the Determinants towards Consumers’ Purchase Intention of High Technological Products
Israel Nai, Isaac Cheah, and Ian Phau