The influence of country of origin cues on product evaluation: evidence from swiss and german consumers
Date
2017-06-30
2017-06-30
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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.
Referencias:
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411. doi:10.1086/209080 Alex N., J., & Abraham, A. M. (2015). The role of consumer knowledge dimensions on country of origin effects: An Enquiry of fast-consuming product in India. Vision: The Journal of Business Perspective, 19(1), 1–12. doi:10.1177/0972262914564040 Bailey, W., & Pineres, S. A. G. D. (1997). Country of origin attitudes in Mexico: the malinchismo effect. Journal of International Consumer Marketing, 9(3), 25-41. Balabanis, G., & Diamantopoulos, A. (2008). Brand origin identification by consumers: A classification perspective. Journal of International Marketing, 16(1), 39–71. doi:10.1509/jimk.16.1.39 Bortz, J. & Döring, N. (2005). Forschungsmethoden und Evaluation für Human- und Sozialwissenschaftler. Heidelberg: Springer. Bradley, M. M. & Lang, P. J. (1994). Measuring emotion: The Self-Assessment Manikin and the semantic differential. Journal of Behavior Therapy and Experimental Psychiatry, 25(1), 49-59. Braverman, B. (2007). Swiss brands vote for tougher ‘Swiss Made’ criteria. National Jeweler, 101(9), 10. Brodie, R. & Sharma, R. (2011). The Swiss National Brand. University of Auckland Business Review,14(1), 16-17. Bundesamt für Landwirtschaft (2007). Herkunft von Landwirtschaftprodukten. Bern. Casanova, M. (2007). Die Marke Schweiz: Gefangen in der Mythosfalle zwischen Heidi und Willhelm Tell: Aktuelle Herausforderungen im Zusammenhang mit der Verwendung der Marke Schweiz als CoBranding-Partner. In Psychologie der Markenführung (pp.531-539). Verlag Franz Vahlen GmbH. Chiou, J. (2003). The impact of country of origin on pretrial and posttrial product evaluations: The moderating effect of consumer expertise. Psychology and Marketing, 20(10), 935–954. doi:10.1002/ mar.10103 Dagger, T. S., & Raciti, M. M. (2011). Matching consumers’ country and product image perceptions: an Australian perspective. Journal of Consumer Marketing, 28(3), 200-210. Ghazali, M., Othman, M. S., Yahya, A. Z., & Ibrahim, M. S. (2008). Products and country of origin effects: The Malaysian consumers’ perception. International Review of Business Research Papers, 4(2), 91-102. Haque, A., Anwar, N., Yasmin, F., Sarwar, A., Ibrahim, Z., & Momen, A. (2015). Purchase intention of foreign products: A study on Bangladeshi consumer perspective. SAGE Open, 5(2), 2158244015592680. Herz, M. F., & Diamantopoulos, A. (2012). Activation of country stereotypes: Automaticity, consonance, and impact. Journal of the Academy of Marketing Science, 41(4), 400–417. doi:10.1007/s11747- 012-0318-1 Hu, Y., & Wang, X. (2010). Country-of-origin premiums for retailers in international trades: evidence from eBay’s international markets. Journal of Retailing, 86(2), 200-207. Huddleston, P., Good, L. K., & Stoel, L. (2001). Consumer ethnocentrism, product necessity and Polish consumers’ perceptions of quality. International Journal of Retail & Distribution Management, 29(5), 236-246. Insch, G. S., & McBride, J. B. (2004). The impact of country-of-origin cues on consumer perceptions of product quality: A binational test of the decomposed country-of-origin construct. Journal of Business Research, 57(3), 256-265. Jacoby, J., Olson, J. C., & Haddock, R. A. (1971). Price, brand name, and product composition characteristics as determinants of perceived quality. Journal of Applied Psychology, 55(6), 570–579. doi:10.1037/ h0032045 Johnson, Z. S., Tian, Y., & Lee, S. (2016). Country-of-origin fit: When does a discrepancy between brand origin and country of manufacture reduce consumers’ product evaluations? Journal of Brand Management, 23(4), 403–418. doi:10.1057/bm.2016.13 Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K. (2012). Are consumers really willing to pay more for a favorable country image? A study of country-of-origin effects on willingness to pay. Journal of International Marketing, 20(1), 19-41. doi: http://dx.doi. org/10.1509/jim.10.0140 Liefeld, J. P. (2004). Consumer knowledge and use of country‐of‐origin information at the point of purchase. Journal of Consumer Behaviour, 4(2), 85-87. Lin, L. Y., & Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248-265. Maheswaran, D. (1994). Country of origin as a stereotype: Effects of consumer expertise and attribute strength on product evaluations. Journal of Consumer Research, 21(2), 354. doi:10.1086/209403 Maheswaran, D., & Chen, C. Y. (2006). Nation equity: Incidental emotions in country-of-origin effects. Journal of Consumer Research, 33(3), 370-376. Miller, J. W. (2011). Country labeling sets off EU debate. The Wall Street Journal. Retrieved from https://www.wsj.com/articles/ SB100014240527487040626045761056916229225%2076.html Morris, J. D. (1995). Observations: SAM: The self-assessment manikin: An efficient cross-cultural measurement of emotional response. Journal of Advertising Research, 35(6), 63-68. O’Mara, K., Cort, K., & Palin, G. (2011). A cross-national empirical study investigating the role of purchasing purpose has on the country-of-origin-effect. International Journal of the Academic Business World, 5(1), 99-108. Osgood, C., Suci, G., & Tannenbaum, P. (1957). The measurement of meaning. Urbana, IL: University of Illinois. Samiee, S., Shimp, T. A., & Sharma, S. (2005). Brand origin recognition accuracy: Its antecedents and consumers’ cognitive limitations. Journal of International Business Studies, 36(4), 379–397. doi:10.1057/ palgrave.jibs.8400145 Sangwon, L., Zachary, J., & Xin, H. (2009). Brand origin or product origin? The effects of country of origin Fit on brand evaluation. NA - Advances in Consumer Research, 36, 1013-1014. Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer ethnocentrism: A test of antecedents and moderators. Journal of the Academy of Marketing Science, 23(1), 26-37. Sin, L. Y., Ho, S. C., & So, S. L. (2000). Research on advertising in mainland China: a review and assessment. Asia Pacific Journal of Marketing and Logistics, 12(1), 37-65. Tversky, A. & Kahneman, D. (1973). Availability: A heuristic for judging frequency and probability. Cognitive Psychology, 5, 207–232.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411. doi:10.1086/209080 Alex N., J., & Abraham, A. M. (2015). The role of consumer knowledge dimensions on country of origin effects: An Enquiry of fast-consuming product in India. Vision: The Journal of Business Perspective, 19(1), 1–12. doi:10.1177/0972262914564040 Bailey, W., & Pineres, S. A. G. D. (1997). Country of origin attitudes in Mexico: the malinchismo effect. Journal of International Consumer Marketing, 9(3), 25-41. Balabanis, G., & Diamantopoulos, A. (2008). Brand origin identification by consumers: A classification perspective. Journal of International Marketing, 16(1), 39–71. doi:10.1509/jimk.16.1.39 Bortz, J. & Döring, N. (2005). Forschungsmethoden und Evaluation für Human- und Sozialwissenschaftler. Heidelberg: Springer. Bradley, M. M. & Lang, P. J. (1994). Measuring emotion: The Self-Assessment Manikin and the semantic differential. Journal of Behavior Therapy and Experimental Psychiatry, 25(1), 49-59. Braverman, B. (2007). Swiss brands vote for tougher ‘Swiss Made’ criteria. National Jeweler, 101(9), 10. Brodie, R. & Sharma, R. (2011). The Swiss National Brand. University of Auckland Business Review,14(1), 16-17. Bundesamt für Landwirtschaft (2007). Herkunft von Landwirtschaftprodukten. Bern. Casanova, M. (2007). Die Marke Schweiz: Gefangen in der Mythosfalle zwischen Heidi und Willhelm Tell: Aktuelle Herausforderungen im Zusammenhang mit der Verwendung der Marke Schweiz als CoBranding-Partner. In Psychologie der Markenführung (pp.531-539). Verlag Franz Vahlen GmbH. Chiou, J. (2003). The impact of country of origin on pretrial and posttrial product evaluations: The moderating effect of consumer expertise. Psychology and Marketing, 20(10), 935–954. doi:10.1002/ mar.10103 Dagger, T. S., & Raciti, M. M. (2011). Matching consumers’ country and product image perceptions: an Australian perspective. Journal of Consumer Marketing, 28(3), 200-210. Ghazali, M., Othman, M. S., Yahya, A. Z., & Ibrahim, M. S. (2008). Products and country of origin effects: The Malaysian consumers’ perception. International Review of Business Research Papers, 4(2), 91-102. Haque, A., Anwar, N., Yasmin, F., Sarwar, A., Ibrahim, Z., & Momen, A. (2015). Purchase intention of foreign products: A study on Bangladeshi consumer perspective. SAGE Open, 5(2), 2158244015592680. Herz, M. F., & Diamantopoulos, A. (2012). Activation of country stereotypes: Automaticity, consonance, and impact. Journal of the Academy of Marketing Science, 41(4), 400–417. doi:10.1007/s11747- 012-0318-1 Hu, Y., & Wang, X. (2010). Country-of-origin premiums for retailers in international trades: evidence from eBay’s international markets. Journal of Retailing, 86(2), 200-207. Huddleston, P., Good, L. K., & Stoel, L. (2001). Consumer ethnocentrism, product necessity and Polish consumers’ perceptions of quality. International Journal of Retail & Distribution Management, 29(5), 236-246. Insch, G. S., & McBride, J. B. (2004). The impact of country-of-origin cues on consumer perceptions of product quality: A binational test of the decomposed country-of-origin construct. Journal of Business Research, 57(3), 256-265. Jacoby, J., Olson, J. C., & Haddock, R. A. (1971). Price, brand name, and product composition characteristics as determinants of perceived quality. Journal of Applied Psychology, 55(6), 570–579. doi:10.1037/ h0032045 Johnson, Z. S., Tian, Y., & Lee, S. (2016). Country-of-origin fit: When does a discrepancy between brand origin and country of manufacture reduce consumers’ product evaluations? Journal of Brand Management, 23(4), 403–418. doi:10.1057/bm.2016.13 Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K. (2012). Are consumers really willing to pay more for a favorable country image? A study of country-of-origin effects on willingness to pay. Journal of International Marketing, 20(1), 19-41. doi: http://dx.doi. org/10.1509/jim.10.0140 Liefeld, J. P. (2004). Consumer knowledge and use of country‐of‐origin information at the point of purchase. Journal of Consumer Behaviour, 4(2), 85-87. Lin, L. Y., & Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248-265. Maheswaran, D. (1994). Country of origin as a stereotype: Effects of consumer expertise and attribute strength on product evaluations. Journal of Consumer Research, 21(2), 354. doi:10.1086/209403 Maheswaran, D., & Chen, C. Y. (2006). Nation equity: Incidental emotions in country-of-origin effects. Journal of Consumer Research, 33(3), 370-376. Miller, J. W. (2011). Country labeling sets off EU debate. The Wall Street Journal. Retrieved from https://www.wsj.com/articles/ SB100014240527487040626045761056916229225%2076.html Morris, J. D. (1995). Observations: SAM: The self-assessment manikin: An efficient cross-cultural measurement of emotional response. Journal of Advertising Research, 35(6), 63-68. O’Mara, K., Cort, K., & Palin, G. (2011). A cross-national empirical study investigating the role of purchasing purpose has on the country-of-origin-effect. International Journal of the Academic Business World, 5(1), 99-108. Osgood, C., Suci, G., & Tannenbaum, P. (1957). The measurement of meaning. Urbana, IL: University of Illinois. Samiee, S., Shimp, T. A., & Sharma, S. (2005). Brand origin recognition accuracy: Its antecedents and consumers’ cognitive limitations. Journal of International Business Studies, 36(4), 379–397. doi:10.1057/ palgrave.jibs.8400145 Sangwon, L., Zachary, J., & Xin, H. (2009). Brand origin or product origin? The effects of country of origin Fit on brand evaluation. NA - Advances in Consumer Research, 36, 1013-1014. Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer ethnocentrism: A test of antecedents and moderators. Journal of the Academy of Marketing Science, 23(1), 26-37. Sin, L. Y., Ho, S. C., & So, S. L. (2000). Research on advertising in mainland China: a review and assessment. Asia Pacific Journal of Marketing and Logistics, 12(1), 37-65. Tversky, A. & Kahneman, D. (1973). Availability: A heuristic for judging frequency and probability. Cognitive Psychology, 5, 207–232.
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