Dimensions of the COO Effect Referring to Services and Products ? Polish-Lithuanian Comparisons

Monika Boguszewicz-Kreft (), Ewa Magier-?akomy (), Katrzyna Soko?owska () and Brigita Janiunaite ()
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Monika Boguszewicz-Kreft: WSB University in Gda?sk
Ewa Magier-?akomy: WSB University in Gda?sk
Katrzyna Soko?owska: WSB University in Gda?sk
Brigita Janiunaite: Kaunas University of Technology
Authors registered in the RePEc Author Service: Katarzyna Sokołowska

No 3405914, Proceedings of Business and Management Conferences from International Institute of Social and Economic Sciences

Abstract: The COO effect is defined as an influence of an image of a particular country on the assessment of products and services coming from a given country with ensuing consumer attitudes and behavior. The article presents further adaptation of the models discussed in the literature in order to find universal attributes which would be adequate to the deeper analysis of the COO. The analyzed model of COO effect consists of the following dimensions: innovativeness, diversity, prestige quality. The following hypotheses were verified. (1)The COO dimensions influence the assessment of offers (products and services), (2) consumer?s country of origin influences the assessment in respect of the particular COO dimensions. To analyze a data collected in Poland and Lithuania the analysis of regression has been applied. Results show that country of consumer origin has got a stronger impact on assessment of offer comparing to COO?s dimensions. However it has been indicated that the assessment of products and services is differentiated, depending on the assumed COO dimensions. And some additional results indirectly show the multi-dimensional nature of the COO.

Keywords: country-of-origin (COO) effect; the dimensions of the COO effect; consumers? behavior; services marketing (search for similar items in EconPapers)
JEL-codes: A10 (search for similar items in EconPapers)
Pages: 17 pages
Date: 2016-04
New Economics Papers: this item is included in nep-cis and nep-mkt
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Published in Proceedings of the Proceedings of the 3rd Business & Management Conference, Lisbon, Apr 2016, pages 48-64

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Persistent link: https://EconPapers.repec.org/RePEc:sek:ibmpro:3405914

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