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“Owned by …”: Country of Origin's New Cue

23 citations0/0 files storedJournal of International Consumer Marketing

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

This study identifies and explores a new country of origin (COO) cue, “owned by….” The importance of three extrinsic cues “owned by …,” “made in …” and price was examined using conjoint analysis. Data were collected from a sample of 268 undergraduate students familiar with color televisions. Segments were formed using cluster analysis and analyzed using multiple discriminant analysis. “Owned by …” was found to be important and distinct from the “made in …” cue. Segments based on the two COO cues were identified using importance weights and individual utilities. When segments were formed using individual utilities the individual difference construct, economic nationalism, provided discriminatory power while consumer ethnocentrism did not, supporting the hypothesis that economic nationalism and consumer ethnocentrism differ. Practitioners can now use “owned by …” knowing that it forms an important and distinct marketing tool. Limitations and future research are discussed.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 1982Country-of-Origin Effects on Product Evaluations 1992The work of nations: Preparing ourselves for 21st century capitalism 1998The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China 1989Toward a Measure of Patriotic and Nationalistic Attitudes 1988Country-of-Origin Effects for Uni-National and Bi-National Products

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2015Effects of “owned by” versus “made in” for willingness to buy Australian brands 2024Consumer ethnocentrism: bibliometric analysis and literature review through cognitive structure and mapping of research based on web of science (WoS) and scopus 2015Conceptualising consumer economic nationalistic tendencies: scale development and validation 2005El origen doméstico de los productos como ventaja competitiva: la etnocentricidad del consumidor.

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