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Article
Publication date: 6 July 2021

Demetris Vrontis and Gianpaolo Basile

The paper aims to highlight the role of Web 2.0 in international marketing, shedding light on the relationships existing between the country of origin effect and consumer behavior.

Abstract

Purpose

The paper aims to highlight the role of Web 2.0 in international marketing, shedding light on the relationships existing between the country of origin effect and consumer behavior.

Design/methodology/approach

The current study, drawn on the country of the origin (COO)W literature and Web 2.0 diffusion data, investigates the relationships between country of origin – seen as an idiosyncratic entrepreneurial offer – and the consumer, within an international marketing framework. Specifically, the paper focuses on the increasing role of Web 2.0 and social media as tools enabling enterprises to create and maintain adaptive and networking capabilities and to implement international marketing strategies.

Findings

The findings presented here reveal that international marketing is becoming increasingly similar to domestic marketing because of social media development. In other words, it is becoming more and more difficult for international products to contain themselves within single markets as local issues seldom remain local.

Originality/value

This paper fills a gap in the international marketing literature focusing on how social media, particularly in a pandemic era, can improve and enhance relationships between the product of origin and consumer behavior both in the assessment and in the actual purchase of products.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 28 no. 5
Type: Research Article
ISSN: 1355-2554

Keywords

Article
Publication date: 24 July 2007

Christian Bluemelhuber, Larry L. Carter and C. Jay Lambe

The purpose of this paper is to broaden the external validity of the “brand alliance” theory, as it is set up by Simonin and Ruth, by analysing transnational brand alliances. It…

7291

Abstract

Purpose

The purpose of this paper is to broaden the external validity of the “brand alliance” theory, as it is set up by Simonin and Ruth, by analysing transnational brand alliances. It aims to discuss the significance of country of origin in this context.

Design/methodology/approach

Based on a broad literature review of the brand alliance and country of origin literature the authors conducted an empirical study that examined consumer attitudes towards cross‐national brand alliances.

Findings

The findings demonstrate the role that the relationship between country of origin fit and brand fit plays in predicting consumer attitude towards cross‐border brand alliances; and that when brand familiarity decreases, the positive influence of country of origin fit on attitudes towards the brand alliance increases, and is greater than that of brand fit.

Research limitations/implications

The degree of importance that consumers place on each product in the brand alliance was not taken into account. Future research could also analyse product categories that have strong country of origin associations (e.g. German beer or French pastries) or that belong to the low involvement category.

Practical implications

An interesting result for managers when they set up a cross‐national brand alliance, as the study demonstrates the importance of brand familiarity and of country of origin fit.

Originality/value

The findings replicate those of Simonin and Ruth, which is a useful result because their findings might be attributed also to cross‐boarder alliances. The study represents a noteworthy extension of previous research by introducing a new variable, the “country of origin fit.”

Details

International Marketing Review, vol. 24 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 23 January 2009

Mika Purra

The purpose of this paper is to discuss the impact of Global Electronic Commerce (GEC) on transnational regulatory governance and to suggest a novel way of understanding its

1008

Abstract

Purpose

The purpose of this paper is to discuss the impact of Global Electronic Commerce (GEC) on transnational regulatory governance and to suggest a novel way of understanding its implications for national and transnational governance structures.

Design/methodology/approach

The paper has two components. The first part endeavours to establish a basis from which to observe regulatory governance of GEC and, in doing so, suggests a framework that draws together the relevant elements of transnational GEC governance. The second part examines the central determinants in shaping a functioning framework for GEC, namely, copyrights, data privacy protection and jurisdiction.

Findings

The findings are twofold. Owing to limitations deriving from institutional structural divergences; variations in cultural, political and commercial interests; and the relative power of non‐state actors, the cases first indicate how GEC has made multilateral negotiations between states more complex. Second, given the complexity of cross‐border governance and the variation in interests across its regulatory subsectors, GEC calls for an increasing degree of cultural harmonization across all regulatory subsectors.

Originality/value

In the absence of major views or paradigms, a novel approach to understanding the regulatory governance of GEC between states is a welcome addition to the study of transnational governance. Such an approach seeks to elucidate the impact of GEC on the development of transnational regulatory mechanisms, on the one hand, and the transformations that the governance of GEC imposes on transnational negotiation processes, on the other hand. It also seeks to understand how these underpinnings affect formation of holistic governance structures for GEC.

Details

info, vol. 11 no. 1
Type: Research Article
ISSN: 1463-6697

Keywords

Article
Publication date: 1 January 2006

Ian Phau and Vasinee Suntornnond

The main purpose of the study is to extend Schaefer's paper by investigating how different dimensions of consumer knowledge may affect country of origin cues with an Australian…

6972

Abstract

Purpose

The main purpose of the study is to extend Schaefer's paper by investigating how different dimensions of consumer knowledge may affect country of origin cues with an Australian sample.

Design/methodology/approach

A self‐administered mail survey was used in this study. The main sample consisted of Australian residents who are aged 18 and above and may or may not be alcoholic drinkers. The mailing list was purchased from a local council consisting of a suburb of metropolitan Perth, Western Australia. The total usable response rate was 38.7 per cent.

Findings

The results indicated that country of origin cues affect Australian consumers in beer evaluations despite its weak influences. It suggested that brand familiarity and objective product knowledge mediate the extent to which consumers relied on country of origin in product evaluation. However, the study found inconsistent results between different levels of objective knowledge and its effects on country of origin of manufacture.

Originality/value

The paper replicates Schaefer's with extensions. Despite the inconclusive results, objective product‐country knowledge, to some extent, may distort country of origin influences on consumers. This finding yields some insight for the efficiency in market segmentation. By segmenting consumers on different levels of knowledge, the marketers will subsequently make a better decision of how brand and country of origin should be managed.

Details

Journal of Consumer Marketing, vol. 23 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 March 1988

Graham J. Hooley, David Shipley and Nathalie Krieger

The influence of country of origin on consumer attitudes and evaluations of product and service offerings is becoming increasingly important as competition in the international…

1679

Abstract

The influence of country of origin on consumer attitudes and evaluations of product and service offerings is becoming increasingly important as competition in the international marketplace intensifies. This paper proposes a methodological approach to uncover and better understand the effects of country of origin images. Two distinct product categories (a durable product and a fast moving consumer good) are examined to illustrate the use of such an approach followed by a brief discussion of managerial implications.

Details

International Marketing Review, vol. 5 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 30 December 2022

Jihad Ait Soussane, Dalal Mansouri and Zahra Mansouri

This study aims to identify the impact of foreign direct investment (FDI) on economic growth in Morocco depending on each origin country, including Spain. This study uses a linear…

Abstract

Purpose

This study aims to identify the impact of foreign direct investment (FDI) on economic growth in Morocco depending on each origin country, including Spain. This study uses a linear model to measure the marginal impact of FDI on the growth of Morocco. This marginal effect allows to compare the different effects of FDI among countries of origin. Also, the marginal effect helps to measure the rate of substitution between FDI in an easier way than the other specifications of the model. The second step determines the substitute for Spain in case he decides to divest its FDI from Morocco to maintain the economic growth.

Design/methodology/approach

Using data of FDI from 13 countries of origin from 1995 to 2020 and two estimation methods (Dynamic Ordinary Least Squares and Autoregressive model), this study aims to measure the marginal impact of the divestment of FDI from Spain on growth. Then this study estimates how much Morocco should attract FDI from other countries when Spain divests. This study uses the differential calculus, assuming a perfect substitution between FDI from different countries. This calculus implies an indifference curve between FDI from Spain and FDI from another country where we deduct the substitution rates between FDI.

Findings

The results indicate that the FDI from Spain and France are the only ones to impact positively Moroccan economic growth. The FDI coming from Germany, Holland, China and Turkey have a negative impact, whereas those from the USA, Italy, UK, Switzerland and Gulf countries: Saudi Arabia, Kuwait and UAE have an insignificant effect. Second, using the differential calculus, the result indicates that when Spain divests 1m dirhams of its investments from Morocco, France would have to increase its own by 0.1509m dirhams so that Morocco could maintain its economic growth.

Research limitations/implications

The research focuses only on economic growth, neglecting the impact on other aggregates, such as total factor productivity, technology transfer and employment. Also, this research marginalized the sectorial analysis of FDI by the source to better understand the divergent effects.

Originality/value

This paper fills a research gap when analyzing the effect of FDI on the host economy depending on country-of-origin. In addition, it contributes to the body of literature by constructing the rate of substitution between the different sources of FDI to adapt to divestment policy.

Book part
Publication date: 27 November 2006

Patrick Lentz, Hartmut H. Holzmüller and Eric Schirrmann

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…

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.

Details

International Marketing Research
Type: Book
ISBN: 978-0-76231-369-3

Article
Publication date: 1 August 1997

Jeen‐Su Lim and William K. Darley

Investigates the potential of demand artefacts in country‐of‐origin studies using three alternative methodological approaches: hetero‐method replication, non‐experiment and…

962

Abstract

Investigates the potential of demand artefacts in country‐of‐origin studies using three alternative methodological approaches: hetero‐method replication, non‐experiment and post‐experimental inquiry. The results converge in their support of the plausibility of demand artefacts in the single and multi‐cue list format conditions. However, in the multi‐cue ad format condition, demand artefacts are found to be a less plausible alternative explanation for the experimental results. Discusses the implications of these results and future research directions.

Details

International Marketing Review, vol. 14 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 April 2000

Irvine Clarke, Margaret Owens and John B. Ford

Country‐of‐origin research has frequently found country markings to affect consumer product evaluations, providing country‐of‐origin markings a unique opportunity to become an…

4337

Abstract

Country‐of‐origin research has frequently found country markings to affect consumer product evaluations, providing country‐of‐origin markings a unique opportunity to become an evermore important element in the global strategic mix. However, marketing literature has been delinquent in providing international strategists meaningful aids for obtaining wanted “made in” designations. Therefore, this study provides an examination of the four major legal tests (name, character and use; essence; value added; and article of commerce) which constitute the US marking statutes. Explanations of the tests, with practical examples, are provided to enhance marketing practitioners’ abilities for integrating country‐of‐origin markings into overall global strategic design.

Details

International Marketing Review, vol. 17 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

Content available
Article
Publication date: 10 November 2020

Manuel Alonso Dos Santos, Orlando Llanos Contreras, Ferran Calabuig Moreno and Jose Augusto Felicio

This paper investigates the influence of firms' communication in terms of family firm identity and country-of-origin on consumer response.

Abstract

Purpose

This paper investigates the influence of firms' communication in terms of family firm identity and country-of-origin on consumer response.

Design/methodology/approach

A self-supplied online experiment in Chile and Spain is employed using as dependent variables brand trust and intention to buy. The experiment includes the following factors: family firm identity (family vs non-family), country of origin (national vs foreign) and as a manipulation check (type of product: hedonic vs utilitarian).

Findings

The results indicate that communicating the family firm identity increases brand trust and purchase intention. Consumers show higher scores on trust and purchase intention when exposed to national country of origin products. The effect of the variability on the dependent variables is greater when the family firm identity is communicated. Trust and purchase intention are different in Chilean and Spanish consumers when the family firm identity is combined with a national country of origin cue.

Originality/value

This article contributes to family business theory by exploring how to capitalize on the family firm identity component in brand communication. It also contributes to the theory of corporate brand identity by proposing a communication model oriented toward consumer behavior. It also examines firms' communication (family firm identity and country-of-origin) on consumer.

Details

International Journal of Emerging Markets, vol. 17 no. 3
Type: Research Article
ISSN: 1746-8809

Keywords

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