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Resolving the impasse regarding research on the origins of products and brands

Saeed Samiee (University of Tulsa, Tulsa, Oklahoma, USA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 13 September 2011

Abstract

Purpose

The purpose of this paper is to address the apparent controversy surrounding the relevance of country of origin (CO) and brand origin (BO) lines of research, with particular reference to an article authored by Magnusson, Westjohn, and Zdravkovic (MWZ) whose research findings assert that CO matters, irrespective of whether customers can actually recall origins of brands.

Design/methodology/approach

Drawing on the extant literature from academic and business publications, the paper offers evidence regarding the relative unimportance of origin‐related attributes in most purchasing situations. In this context, the paper examines the atheoretic nature of CO research combined with a general lack of realistic managerial relevance, consumers’ impoverished CO and BO knowledge base, and the challenges of using CO as a positioning tool in marketing strategy. Finally, the paper examines some critical research issues regarding MWZ's contribution.

Findings

Country of origin research is not as relevant in customer choice process as some scholars believe and is generally void of meaningful managerial guidelines.

Originality/value

This is a commentary about an International Marketing Review article.

Keywords

Citation

Samiee, S. (2011), "Resolving the impasse regarding research on the origins of products and brands", International Marketing Review, Vol. 28 No. 5, pp. 473-485. https://doi.org/10.1108/02651331111167598

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited