Country-of-origin (COO) information and product evaluations: The role of country stereotypes, country-related product associations, and country-related affect

Renaud Frazer ()
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Renaud Frazer: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: Research on Country-Of-Origin (COO) effects has repeatedly shown that exposure to the COO of a product may influence consumers' attitude towards it (see for instance Pharr, 2005). Therefore, companies frequently leverage on this finding by highlighting the product origin whenever it may be perceived as favorable. The purpose of this research is to investigate the role played by country stereotypes in the way COO information influences product evaluations, by specifically integrating Country-Related-Product (CRP) associations and Country-Related-Affect (CRA).

Keywords: country-of-origin; country affect; stereotypes; consumer behaviour (search for similar items in EconPapers)
Date: 2015-11-26
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Published in French- Austrian-German Workshop on Consumer Behaviour, Nov 2015, Bayreuth, Germany

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03157028

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