Celebrity and foreign brand name as moderators of country-of-origin effects

Abstract

Whereas most recent country-of-origin (COO) research has focused on multi-cue designs to overcome weaknesses associated with single-cue models by incorporating both extrinsic and intrinsic cues other than the COO cue in evaluating consumer responses, few studies have been reported that address the issue of whether a foreign celebrity or a foreign brand name can enhance or diminish consumer attitude, product quality perception and purchase intention in another country. This study shows that in a country (Austria) where consumers speak a different language with very different cultural heritage, the use of a foreign (US) celebrity and an English brand name can be a liability. Consumer ethnocentrism is a plausible explanation for this observation.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 176 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.