Handbook of Research in International Marketing, Second Edition
Show Less

Handbook of Research in International Marketing, Second Edition

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.
Buy Book in Print
Show Summary Details
You do not have access to this content

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

Peter Magnusson and Stanford A. Westjohn


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...

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.