Table of Contents

Handbook of Research in International Marketing, Second Edition

Handbook of Research in International Marketing, Second Edition

Elgar original reference

Edited by Subhash C. Jain and David A. Griffith

The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today’s most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future.

Chapter 15: Is There a Country-of-Origin Theory?

Peter Magnusson and Stanford A. Westjohn

Subjects: business and management, international business, marketing

Extract

Peter Magnusson and Stanford A. Westjohn INTRODUCTION In 1962, Dichter (1962, p. 162) suggested that country of origin (COO) can have a ‘tremendous influence on the acceptance and success of products’. Subsequently, Schooler (1965; 1971) conducted the first empirical tests, which confirmed Dichter’s assertion. These studies laid the seminal foundation for what has become one of the most intensely studied topics in the field of international marketing. As evidence, Tan and Farley (1987) called the country-of-origin phenomenon the most-researched issue in international buyer behavior, and Papadopoulos and Heslop (2002) categorized over 750 major publications on the topic in the past 50 years. The focus on COO rests on the assumption that consumer decisionmaking is a cognitive (and somewhat rational) process (Bloemer et al., 2009). From a cognitive-process perspective, products consist of a collection of information cues, which consumers rely on when making purchase decisions. Product attributes, such as the physical make-up of the product, including material, color, technical specifications, performance, taste, texture and design, have traditionally been referred to as intrinsic cues. Whereas often preferred, intrinsic cues are not always readily available prior to purchase, which forces consumers to rely on aspects external to the product, such as reputation, brand equity, price, brand name, and country of origin (Liefeld, 1993; Srinivasan et al., 2004; Zellner and Durlach, 2003). Extrinsic cues, such as COO, can provide a cognitive shortcut when intrinsic cues are difficult to obtain, the motivation to understand intrinsic cues is lacking, or the consumer seeks to expedite the...

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