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Universidad de la Costa, CUC. Calle 58 # 55 - 66. Barranquilla, Colombia. 336 22 00. repositorioredicuc@cuc.edu.co. Corporación Universidad de la Costa.

The influence of country of origin cues on product evaluation: evidence from swiss and german consumers

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Date
2017-06-30
Author
Herrera Mendoza, Ketty Milena
Visbal, Olga
Orozco Acosta, Erick
Herzberg, Markus
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URI: http://hdl.handle.net/11323/1785

Abstract

This study aimed to investigate the influence of visual symbols on the perception and evaluation of two fictitious products as well as the effect of demographic characteristics (nationality) on consumers’ evaluations. A sample of 373 participants was split into two groups and two experimental conditions (products with Swiss symbols and products without Swiss symbols). One group of participants rated the packaging without a Swiss flag and the other one rated the same packaging with a Swiss flag. A semantic differential scale and the Self-Assessment Manikin (SAM) were used to assess attitudes toward the products. Results confirm that there are differences between the two independent groups and that nationality has an effect on product perception and evaluation. Visual symbols such as a country flag can lead to a better product perception and evaluation. Finally, implications for research are discussed. © Universidad Alberto Hurtado, Facultad de Economía y Negocios.
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Universidad de la Costa, CUC

  • Calle 58 # 55 - 66. Barranquilla, Colombia

  • 336 22 00

  • repositorioredicuc@cuc.edu.co

Corporación Universidad de la Costa CUC, Personería Jurídica con Resolución No. 352 del 23 de abril de 1971 y reconocida como Universidad mediante resolución 3235 del 28 de marzo de 2012 expedida por el MEN. Institución de Educación Superior sujeta a inspección y vigilancia por el Ministerio de Educación Nacional.

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