City-of-Origin Effects in the German Beer Market: Transferring an International Construct to a Local Context

Abstract

Irrespective of the popularity of country-of-origin research in international marketing, no attention has been paid to effects which stem from the declaration of a product's local origin, like “Made in City X”. In this study, insights from country-of-origin research as well as exploratory qualitative studies are used to model determinants of preference for local products. Conjoint analysis results based on a sample of consumers from three neighboring cities in Germany show the importance of local origin for product preference. Structural equation analysis sheds first light on the mechanism of city-of-origin effects.

Citation

Lentz, P., Holzmüller, H.H. and Schirrmann, E. (2006), "City-of-Origin Effects in the German Beer Market: Transferring an International Construct to a Local Context", International Marketing Research (Advances in International Marketing, Vol. 17), Emerald Group Publishing Limited, Leeds, pp. 251-274. https://doi.org/10.1016/S1474-7979(06)17009-X