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Consumers’ perceptions of the country‐of‐origin effect on purchasing intentions of (in)conspicuous products

Francis Piron (Senior Lecturer, Nanyang Business School, Nanyang Technological University, Singapore)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 July 2000

Abstract

The country‐of‐origin effect and product consumption conspicuousness are examined. This study strengthens our understanding of the importance of the COO effect as it is investigated with respect to consumers’ purchasing intentions of public vs. private and luxury vs. necessity products. For instance, does the COO effect differ in its importance in the purchasing decision of conspicuous vs. inconspicuous products? A product’s country of origin has a stronger effect when considering luxury products. The conspicuous aspect of the consumption comes second.

Keywords

Citation

Piron, F. (2000), "Consumers’ perceptions of the country‐of‐origin effect on purchasing intentions of (in)conspicuous products", Journal of Consumer Marketing, Vol. 17 No. 4, pp. 308-321. https://doi.org/10.1108/07363760010335330

Publisher

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MCB UP Ltd

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