The effect of country of origin on the willingness to pay: when you love it, you do not count the cost?

El efecto del país de origen en el consentimiento que pagar: ¿se calcula cuando se ama?

Yohan Bernard () and Zarrouk-Karoui Sarra
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Yohan Bernard: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Zarrouk-Karoui Sarra: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: The country of origin of a product can improve the assessment of the product by consumers and enhance its chances of being purchased, if the country in question benefits from a favourable image for the production of that type of goods. This research shows that, beyond country-image, this effect of country of origin may also rely on the affects that the consumer has with the country. A review of the literature allows us to formulate the proposition according to which the consumer's willingness to pay for foreign products may be increased when the individual feels a certain affinity for the country of origin. This proposal is confirmed by an exploratory quantitative study the results of which make original avenues of research emerge, while providing managerial implications for international marketing professionals.

Keywords: Sense of affinity; Effect of country of origin; Willingness to pay; Affect; International marketing; Sentimiento de afinidad; Efecto del pais de origen; Consentimiento que pagar; Relacion afectiva; Marketing internacional; Sentiment d'affinité; Effet du pays d'origine; Consentement à payer; Marketing international (search for similar items in EconPapers)
Date: 2018
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Published in La Revue des Sciences de Gestion, 2018, 294 (6), pp.69-78. ⟨10.3917/rsg.294.0069⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02297442

DOI: 10.3917/rsg.294.0069

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