Country of origin effects: a literature review

Al-Sulaiti, Khalid Ibrahim; Baker, Michael

doi:10.1108/02634509810217309

Cited by 305 publications

(202 citation statements)

References 85 publications

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“…Detailed literature reviews on this topic have been provided by Samiee (1994), Peterson and Jolibert (1995), Al-Sulaiti and Baker (1998), Chao (1998), Verlegh and Steenkamp (1999), Kaynak and Kara (2002) and Pharr (2006). Therefore, in what follows, the discussion of the COO literature will be limited to issues directly related to the objectives of this study.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Stereotypes are used as standards to evaluate products from foreign countries affecting the cognitive processing of other product-related cues. Since, country stereotypes may be negative or positive, the management of a product's national image is therefore an important element in the strategic marketing decision-making process of international firms (Al-Sulaiti and Baker, 1998).…”

Section: Literature Reviewmentioning

confidence: 99%

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Antecedents, moderators and dimensions of country‐of‐origin evaluations

Ahmed

d’Astous

2008

International Marketing Review

176

125

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Purpose -The purpose of this paper is to provide an in-depth examination of country-of-origin (COO) perceptions of consumers in a multinational setting. It shows how explanatory factors like demographics, familiarity with a country's products, purchase behaviour and psychological variables jointly work to explain consumers' COO perceptions. Design/methodology/approach -This is a quantitative study using a drop-off and pick-up survey among three samples of consumers in Canada, Morocco and Taiwan. The final sample size was comprised of 506 male consumers. The data were analyzed using factor analysis to group countries of origin and analyses of variance to relate COO perceptions to the explanatory variables. Findings -The familiarity with products made in a country was the strongest predictor of country perceptions, followed by nationality and the manufacturing process and product complexity dimensions of country evaluation. Canadians had the highest propensity to distinguish between countries of origin on the basis of product technological complexity and manufacturing dimensions and Moroccans the least. Taiwanese appeared to show animosity towards China. Research limitations/implications -The study used an only-male sample from a limited number of countries. Future research should seek to develop a multi-dimensional scale for the familiarity construct. They should also explore the concept of consumer capacity to distinguish between COOs. Cross-national studies using cognitive style scales should be carried out. A qualitative examination of Taiwanese's COO perceptions is also recommended. Practical implications -It seems important to increase consumers' familiarity with a COO and its products to improve its overall perception. Products made in Latin American countries have the lowest level of familiarity in general. Thus, increasing familiarity with their products is particularly important to achieve export success. Originality/value -This study contributes to the marketing and international business literatures and provides insights to international marketers by bringing valuable information that can help make decisions as to where to manufacture and how to promote global products. It provides guidance as to what types of nations are likely to require multi-dimensional information about countries of origin.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Antecedents, moderators and dimensions of country‐of‐origin evaluations

Ahmed

d’Astous

2008

International Marketing Review

176

125

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“…It is not unreasonable to argue then, that the nature of consumer's national backgrounds influence strongly their perception towards country of origin of products and brands. According to Al-Sulaiti and Baker [18], COO effects remain the most researched among the many factors believed to influence consumer brand responses in an age of global competition. One strand of research in the area, shows that COO effects of a product have been found to influence con-sumer evaluations of the product on the key dimensions of quality and purchase value [19] [20].…”

Section: The Implications Of Country Of Origin Branding For Global Comentioning

confidence: 99%

Should We Be Worried about the Increasing Foreign Ownership of UK Industries?

Floyd¹,

Ardley²,

Summan³

et al. 2016

TEL

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Should we be more concerned about the foreign ownership of UK Brands? Is Britain making the most of its industrial brands? Much has been made of these questions and the recent contracting out of nuclear energy to China. This is only one of several examples of recent contracting out of activity. Indeed most rail franchises are now foreign owned and most electricity providers are also from mainland Europe. The process of selling off much industry has been taking place in the UK for many years and it has now gone much further than merely selling off the family silver. Recently in the House of Commons mention was made of the time that has now arrived to sell the fixtures and fittings. This paper sets out to explain the reasons why the UK has been willing to sell off many historic firms and assesses the consequences of this for future generations. The paper draws on theories of international marketing, corporate strategy and production to help explain the relevant thinking behind current policies. It also draws on case examples, relevant theory and data, in order to provide further evidence for future policy making, arguing that it still vitally important for the UK to undertake the strategic stewardship of its remaining brands.

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“…Schooler (1965) and Reierson (1966;1967) initiated the stream of work on COO with the prime purpose of determining whether or not a country of origin effect existed in the first place. According to Al-Sulaiti and Baker (1998), COO effects remain the most researched among the many factors believed to influence consumer brand knowledge in an age of international competition.…”

Section: Country Of Origin Brand Equity and Consumer Perceptionsmentioning

confidence: 99%

Can China overcome the difficulties of establishing successful global brands?

2011

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It is clear to most observers that China is taking an increasing role in world trade not only through political interventions but as a result of its strategy regarding acquisitions. There have been a significant number of these recently, some of which like the Rover take over in the UK and more recently Geely taking over Volvo, have been high profile. This paper provides a brief overview of these developments. It is then argued that an important issue facing the Chinese companies involved in these take overs is one of brand equity and country of origin effects. This issue is of equal importance to China's global competitors as well. A review of the literature shows that consumer perception constructs, such as perceived quality, have been well researched through numerous country-of-origin papers. A key issue to explore here however, is the extent to which the new nationality of brand ownership will have an impact on consumer perception constructs of brand equity. This paper discusses these two areas and examines their relationship in conceptual terms. A research agenda is then suggested, which forms the basis of a proposed interpretative project aimed at establishing the views of consumers regarding the phenomenon of well known brands being taken over by a new country of origin -evidence from the car industry draws on the progress being made in this area. The research aims to examine the implications for consumer based valuations of brand equity and the types of new strategic thinking this could engender. It is argued that the Chinese brand lacks the main components for global success in several areas though in time these factors will be addressed. .In the short term more focus will be made on supplying the local Chinese market though experienced gained from increased exports of components and collaboration in research from abroad as shown in the examples of the car industry will help strengthen the reputation of Chinese products in the longer term as well as helping to establish more Chinese global brands.

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Country of origin effects: a literature review

Cited by 305 publications

References 85 publications

Antecedents, moderators and dimensions of country‐of‐origin evaluations

Antecedents, moderators and dimensions of country‐of‐origin evaluations

Should We Be Worried about the Increasing Foreign Ownership of UK Industries?

Can China overcome the difficulties of establishing successful global brands?

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