Article1997

The effect of country-of-origin related stereotypes and personal beliefs on product evaluation

57 citations0/0 files storedPsychology and Marketing

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Consumer Behavior in Brand Consumption and Identification European Cultural and National Identity Cultural Differences and Values

Abstract

The country-of-origin effect has been the focus of numerous studies in international marketing. The concept of stereotypes assumes importance in the study of country-of-origin effects. However, past research has failed to consider the cognitive structures that influence a person's use of the country-of-origin factor in product evaluation. This article attempts to fill this gap through a conceptualization that suggests that the country of origin may be an outcome of a combination of two processes—cultural stereotypes and personal beliefs. © 1997 John Wiley & Sons, Inc.

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2009Translating country‐of‐origin effects into prices 2005Perception of foreignness: Benefit or liability 2004Country of Origin as a Heuristic Cue: The Effects of Message Ambiguity and Product Involvement 2012Employee as symbol: stereotypical age effects on corporate brand associations 1999Product entry in international markets: the effect of country‐of‐origin on first‐mover advantage 2013Does country of origin affect brand associations? The case of Italian brands in China 2004Post‐earthquake crisis communications in Taiwan: An examination of corporate advertising and strategy motives 2009Foreign Branding: Examining the Relationship between Language and International Brand Evaluations

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