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
Authors: Björck, Albena
Carvajal-Ramirez, Michelle
et. al: No
DOI: 10.15444/GMC2020.02.05.02
Proceedings: 2020 Global Marketing Conference at Seoul Proceedings
Pages: 174
Pages to: 177
Conference details: Global Marketing Conference 2020, Seoul (Virtual Conference), 5-8 November 2020
Issue Date: 2020
ISSN: 2288-825X
Language: English
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).
URI: https://digitalcollection.zhaw.ch/handle/11475/21627
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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