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Explaining the product‐specificity of country‐of‐origin effects

Explaining the product‐specificity of country‐of‐origin effects Purpose – The purpose of this paper is to test the applicability of product typicality in explaining the product‐specificity of country of origin (COO) effects. Design/methodology/approach – To help select stimuli used in the study, two dimensions of product typicality regarding COO images were created. A total of 416 participants from a business school in Taiwan participated in this experiment and rated their perceived COO images and attitudes towards specific products from select countries. Findings – The results indicate that product typicality can help explain the discrepancies between COO images across products from a country, and across COOs of a product. Typical products received more favourable consumer attitudes and stronger COO images than atypical ones. This study also manipulated two other factors, product type and product category level. While product type had no significant impact on the effects of typicality, tests on product category level revealed enhanced effects for subordinate product categories. Originality/value – The study provides a stepping stone towards the development of a general theory of COO. By testing the effects of a category‐based concept, typicality, in the context of the COO image, this study formally testifies the applicability of categorisation theories on COO effects, which may provide informative sources for the future development of COO studies. Based on the rationale of typicality, this study also tests the possible moderation effects of product types and category levels. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Explaining the product‐specificity of country‐of‐origin effects

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References (72)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651331111181420
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to test the applicability of product typicality in explaining the product‐specificity of country of origin (COO) effects. Design/methodology/approach – To help select stimuli used in the study, two dimensions of product typicality regarding COO images were created. A total of 416 participants from a business school in Taiwan participated in this experiment and rated their perceived COO images and attitudes towards specific products from select countries. Findings – The results indicate that product typicality can help explain the discrepancies between COO images across products from a country, and across COOs of a product. Typical products received more favourable consumer attitudes and stronger COO images than atypical ones. This study also manipulated two other factors, product type and product category level. While product type had no significant impact on the effects of typicality, tests on product category level revealed enhanced effects for subordinate product categories. Originality/value – The study provides a stepping stone towards the development of a general theory of COO. By testing the effects of a category‐based concept, typicality, in the context of the COO image, this study formally testifies the applicability of categorisation theories on COO effects, which may provide informative sources for the future development of COO studies. Based on the rationale of typicality, this study also tests the possible moderation effects of product types and category levels.

Journal

International Marketing ReviewEmerald Publishing

Published: Nov 1, 2011

Keywords: Country of origin; Consumer behaviour; Country images; Categorization; Typicality; Product type; Product category level

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