|Publication type:||Conference paper|
|Type of review:||Peer review (abstract)|
|Title:||Does brand origin matter? : an analysis of low-involvement developing market brands internationalizing into a developed market|
|Proceedings:||2020 Global Marketing Conference at Seoul Proceedings|
|Conference details:||Global Marketing Conference 2020, Seoul (Virtual Conference), 5-8 November 2020|
|Subjects:||Brand communication; Brand origin; Country of origin effect; Developing market brand|
|Subject (DDC):||658.8: Marketing management|
|Abstract:||Managers in an attempt to provide their companies a greater growth opportunities are taking their products and brands to an international level (Ghantous, Iii, 2008). When internationalizing, the product’s quality, reputation and other characteristics can be determined by its origins, as consumers tend to hold stereotyped images of products made in different countries. Hence, the country of origin (COO) constitutes an important extrinsic cue that consumers use to evaluate foreign products which they are not familiar with it (Okechuku, 1994; WTO, 2018). The COO impacts directly consumers’ evaluation process and indirectly consumers’ purchase process (Saran, Gupta, 2012). This phenomenon was first studied by Schooler (1965), and it is said to be "one of the widest research concepts in all the international business, consumer behavior, and marketing literature" combined (Pharr, 2005).|
|Fulltext version:||Published version|
|License (according to publishing contract):||Licence according to publishing contract|
|Departement:||School of Management and Law|
|Appears in collections:||Publikationen School of Management and Law|
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