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Poster communications

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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Poster communications
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https://hal.univ-lorraine.fr/hal-03157028
Contributor : Renaud Frazer Connect in order to contact the contributor
Submitted on : Tuesday, March 2, 2021 - 7:51:50 PM
Last modification on : Friday, February 11, 2022 - 12:09:05 PM

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  • HAL Id : hal-03157028, version 1

Citation

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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