Preispremium Swissness Worldwide und „Country-of-Origin“-Effekte – Der Einfluss von Produktethnizität auf die Zahlungsbereitschaft

Peter Mathias Fischer and Sven Reinecke

Die Unternehmung - Swiss Journal of Business Research and Practice, 2015, vol. 69, issue 2, 132-152

Abstract: The article analyzes whether the home country of a product triggers a price premium. More concretely, the price premium for Swiss products and services has been calculated (differentiated by product categories and country of origin) based on a representative household panel with more than 4,000 consumers from 14 different countries. The results clearly show that there is no general financial added value of “Swissness”. Instead of that, consumers’ willingness to pay a price premium for Swiss products substantially depends on product category, product and market. For instance, a positive relationship between willingness to pay and “Swissness” can be found in countries such as China, India and Japan and in instances where Switzerland is strongly associated with a product. “IT-Made in Switzerland”, in contrast, is not valued by British consumers.

Date: 2015
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DOI: 10.5771/0042-059X-2015-2-132

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Die Unternehmung - Swiss Journal of Business Research and Practice is currently edited by Prof. Dr. Artur Baldauf, Universität Bern, Prof. Dr. Manfred Bruhn, Universität Basel, Prof. Dr. Pascal Gantenbein, Universität Basel (geschäftsführend), Prof. Dr. Markus Gmür, Universität Fribourg, Prof. Dr. Klaus Möller, Universität St. Gallen, Prof. Dr. Günter Müller-Stewens, Universität St. Gallen, Prof. Dr. Dr. h.c. Margit Osterloh, Universität Zürich, Prof. Dr. Dieter Pfaff, Universität Zürich and Prof. Dr. Martin Wallmeier, Universität Fribourg

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