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.
Table of Contents
Introduction – Country of Origin Effect: Looking Back and Moving Forward 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 2. Country of Origin Association in Retail and Wholesale Branding 3. The Moderating Influence of Country of Origin Information Seeking on Homophily and Product Satisfaction 4. Consumer Knowledge of Country of Origin of Fresh Food at Point of Purchase 5. Why Country of Origin Still Matters in Food Retailing: Implications for Promotion Management Research 6. Development and Validation of Consumers’ Need for Ingredient Authenticity (CNIA Scale) 7. Why Consumers in Developing Countries Prefer Foreign Brands: A Study of Japanese Brands in Vietnam 8. Revisiting Country Image – Examining the Determinants towards Consumers’ Purchase Intention of High Technological Products
Isaac Cheah is Senior Lecturer in the School of Marketing at Curtin University, Australia.
Ian Phau is Head of the School of Marketing at Curtin University, Australia.
Gaetano Aiello is Head of the Department of Economics and Management at the University of Florence, Italy.