Country of Origin Knowledge- Insights into Consumers' Knowledge
Publisher: VDM Verlag Dr. Mueller e.K.
Published: June 13, 2007
Language: eng
Format: Paperback
Number of pages: 188
ISBN-13: 9783836418263
Subjects: Advertising; Business & Economics; Business / Economics / Finance; Business/Economics; Consumer Behavior - General; Business & Economics / Consumer Behavior
Description: The effect of the country of origin of a product is an important influence in
consumers’ product evaluations and has been studied for more than 40
years. Marketing practice shows that consumers ascribe abilities to certain
countries (e.g. “German Engineering”, “French Cheese”) and use such positive
perceptions in the formation of purchase decisions. It becomes, however,
more and more difficult for consumers to actually know the correct country
of origin of their products and brands. Moreover, as consumers are faced
with an extensive amount of information, it is likely that origin information is
not always playing an important part in the formulation of the purchase
decision. Is “made in” still important for consumers? Do they actually know
the origin of their products and brands? This book puts consumers’ country
of origin knowledge to a test and discusses the importance of origin
information in an up-to-date context. The conclusions drawn in this book are
significant for marketing scholars and professionals as well as students
interested in international marketing. The book also serves as a solid literature
review and offers a framework for future research.
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