Country-of-origin (COO) information and product evaluations: The role of country stereotypes, country-related product associations, and country-related affect - Université de Lorraine Access content directly
Poster Communications Year : 2015

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

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).
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Dates and versions

hal-03157028 , version 1 (02-03-2021)

Identifiers

  • HAL Id : hal-03157028 , version 1

Cite

Renaud Frazer. Country-of-origin (COO) information and product evaluations: The role of country stereotypes, country-related product associations, and country-related affect. French- Austrian-German Workshop on Consumer Behaviour, Nov 2015, Bayreuth, Germany. ⟨hal-03157028⟩
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