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Purpose – Extensive research in the area of consumer behavior has documented the “Country of Origin Effect,” which identifies country of origin as an important decision variable in evaluating products and services. Past research has mostly assumed that country of origin effect is driven by the performance of the products originating in that country. However, consumers can also form opinions about countries based on exposure to information that is unrelated to the product and may have roots in macro factors such as history, culture, and politics. These emotions, while extraneous to the product, can also influence product evaluations along with performance-related country information.Design/methodology/approach – This review examines research addressing both performance and emotional perceptions related to country of origin.Findings – This review presents an integrating framework termed “Nation Equity” to systematically understand and examine the influence of various dimensions of country of origin on consumer decision making.

This study is set out to assess the country of origin effect on Turkish consumption practices in order to provide a richer context for its formation process.

The research is exploratory and interpretative in nature. It follows a qualitative design with in-depth analysis of consumption experiences by utilizing semi-structured interviews.

The research shows that country of origin effect is product specific, and when it exists, it has an essential effect on product evaluations. It reveals that the country of origin effect is intrinsically constituted with the individual perceptions of and attitudes toward brands, countries, and past experiences, and it is extrinsically constituted with socially created perceptions by media, marketplace myths, and popularity.

This research investigated country of origin effect in a specific context of a developing country with a qualitative methodology. Unlike the existing literature, this study analyzes consumers’ actual purchase decisions in different product categories. Country of origin effect is found to be formed by individual and societal factors.

Allocating budget optimally to marketing channels is an increasingly difficult venture. This difficulty is compounded by an increase in the number of marketing channels, a rise in siloed data between marketing technologies, and a decrease in individually identifiable data due to legislated privacy policies. The authors explore the rich attribution modeling literature and discuss the different model types and approaches previously used by practitioners and researchers. They also investigate the changing landscape of marketing attribution, discuss the advantages and disadvantages of different data handling approaches (i.e., aggregate vs. individualistic data), and present a research agenda for future attribution research.

For the last several decades, technology has been playing an important role in changing the lives of consumers with an unexpected speed of innovative developments. Most of them were disruptive and had shaped not only the behaviour of consumers, but also empowered them to search for better products and services. These changes took place in media, communication, and information management of socialisation and collaboration. The digitisation revolution is a continuum until people and machines embrace a common ground for improving the lives of consumers. There were three stages of this movement. In the first stage, Turkish perspective was in alignment with the world where new channels of communication were established with support of Internet and information management. Marketing technology tools such as customer relationship management and call centre systems were discovered. In the second stage, continuous learning from the best uses and implementations has started. The ultimate goal became total customer satisfaction. Many improvements and innovative services, such as omni-channel marketing, took place for achieving this goal. Today, in the third stage, new marketing tools are being developed on the basis of integrated machine learning, such as analysis of customer conciseness, prediction of behaviour and perceptive marketing, which will be used extensively through digital platforms, new media, social web and in everyday devices for targeted marketing. In this chapter, a broader look is taken and an explanation is made for what has happened through these periods of intersection of marketing science and information technology. Moreover, ongoing changes which have given a new impetus to consumer life are addressed with respect to marketing management literature.

Towns and cities across Canada face rapidly changing economic circumstances and many are turning to a variety of strategies, including tourism, to provide stability in their communities. Community Economic Development (CED) has become an accepted form of economic development, with recognition that such planning benefits from a more holistic approach and community participation. However, much of why particular strategies are chosen, what process the community undertakes to implement those choices and how success is measured is not fully understood. Furthermore, CED lacks a developed theoretical basis from which to examine these questions. By investigating communities that have chosen to develop their tourism potential through the use of murals, these various themes can be explored. There are three purposes to this research: (1) to acquire an understanding of the “how” and the “why” behind the adoption and diffusion of mural-based tourism as a CED strategy in rural communities; (2) to contribute to the emerging theory of CED by linking together theories of rural geography, rural change and sustainability, and rural tourism; and (3) to contribute to the development of a framework for evaluating the potential and success of tourism development within a CED process.

Two levels of data collection and analysis were employed in this research. Initially, a survey of Canadian provincial tourism guides was conducted to determine the number of communities in Canada that market themselves as having a mural-based tourism attraction (N=32). A survey was sent to these communities, resulting in 31 responses suitable for descriptive statistical analysis, using Statistical Package for the Social Sciences (SPSS). A case study analysis of the 6 Saskatchewan communities was conducted through in-depth, in person interviews with 40 participants. These interviews were subsequently analyzed utilizing a combined Grounded Theory (GT) and Content Analysis approach.

The surveys indicated that mural development spread within a relatively short time period across Canada from Chemainus, British Columbia. Although tourism is often the reason behind mural development, increasing community spirit and beautification were also cited. This research demonstrates that the reasons this choice is made and the successful outcome of that choice is often dependent upon factors related to community size, proximity to larger populations and the economic (re)stability of existing industry. Analysis also determined that theories of institutional thickness, governance, embeddedness and conceptualizations of leadership provide a body of literature that offers an opportunity to theorize the process and outcomes of CED in rural places while at the same time aiding our understanding of the relationship between tourism and its possible contribution to rural sustainability within a Canadian context. Finally, this research revealed that both the CED process undertaken and the measurement of success are dependent upon the desired outcomes of mural development. Furthermore, particular attributes of rural places play a critical role in how CED is understood, defined and carried out, and how successes, both tangible and intangible, are measured.

This paper highlights that the strategic use of design, a competitive pattern typically associated with creative industries, those creating and trading meanings, also characterizes industries that produce functional or utilitarian goods not typically considered creative. The paper explores the origins of this phenomenon in the context of three industry settings: cars, speciality coffee and personal computers. The analysis theorizes three distinct strategic paths that explain how design may become an institutionalized aspect of competition in industries that are not creative. We explain how firms link their products to the identities of their users, how design is linked to stakeholders' emotions and visceral reactions to products and how intermediaries are relevant to enhancing attention to design. Illuminating these strategic paths allows harnessing some of the well-established understandings about competition in creative industries towards understanding competition in noncreative industries.

The clean beauty phenomenon is gaining momentum and beauty brands are getting creative with on-pack sustainability claims. With the increasing focus on sustainability from both brands and consumers, sustainability communication has the potential to raise the profile of sustainable production and consumption. Further attention is needed on the creative approach behind on-pack sustainability marketing communications as companies no longer focus on single eco labels but instead use a bundle of claims to advertise their commitment to sustainability which finds consumers confused and brands open to accusations of greenwashing. This chapter explores on-pack sustainability communications in the beauty industry through the lenses of creative marketing communications which need to be both original and appropriate. This study contributes to the longstanding debate on the role of sustainability claims in marketing communications and addresses the role of on-pack sustainability claims design and creativity.