Country-of-origin marketing: A list of typical strategies with examples

@article{Aichner2014CountryoforiginMA,
  title={Country-of-origin marketing: A list of typical strategies with examples},
  author={Thomas Aichner},
  journal={Journal of Brand Management},
  year={2014},
  volume={21},
  pages={81-93},
  url={https://api.semanticscholar.org/CorpusID:167403265}
}
  • T. Aichner
  • Published 2014
  • Business
  • Journal of Brand Management
Many companies communicate their company’s country-of-origin (COO) or the COO of its products to customers because they hope to benefit from the patriotism of domestic customers or from positive stereotypes that foreign customers have about products from that country. Depending on the product category and the target market, a strong COO can translate into a competitive advantage for companies and can help them to win new markets. The COO of products is typically communicated through the phrase… 
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35 References

Using country of origin in strategy: The importance of context and strategic action

Although the idea has long been accepted that a nation's image is a factor in buying decisions, research on the effect of country of origin (COO) on consumers' evaluation of brands and on firms'…

Consumers’ country‐of‐origin (COO) perceptions of imported products in a homogenous less‐developed country

In recent years, consumers worldwide have been having increased access to a wide variety of products and services from other countries. Furthermore, with advances in satellite communication, travel,…

Perceptions of country of origin: An approach to identifying expectations of foreign products

In the contemporary marketplace, country of origin (COO) has been considered one of the most significant phenomena impacting evaluations of foreign products. Understanding consumer behavior in…

Are Consumers Really Willing to Pay More for a Favorable Country Image? A Study of Country-of-Origin Effects on Willingness to Pay

Price-related consequences of the country-of-origin (COO) cue have received limited attention in extant literature. In this study, the authors draw from equity theory and cue utilization theory and…

Brand and country-of-origin effect on consumers' decision to purchase luxury products☆

Synthesizing Country-of-Origin Research from the Last Decade: Is the Concept Still Salient in an Era of Global Brands?

This paper presents a holistic model of country-of-origin (COO) influence based on a narrative review of empirical studies of country-of-origin evaluations conducted from 1995-2005 when significant…

Country-of-Origin Effects on Product Evaluations

This article reviews the literature regarding the effect of country of origin on buyer evaluations of products. The issue is important for countries (especially resource-poor, developing countries)…

Competitive context and price as moderators of country of origin preferences

In a lab experiment setting, subjects exercised product choices in which country of origin and other variables were manipulated. Findings suggest that consumers are more wary of products from less…

Country of origin effects: a literature review

This paper provides a comprehensive review of the literature regarding the effect of country of origin on consumer perceptions of products and services. Results reveal that consumer perceptions…

Foreign Branding and Its Effects on Product Perceptions and Attitudes

With three experiments, the authors examine the notion that foreign branding—the strategy of pronouncing or spelling a brand name in a foreign language—triggers cultural stereotypes and influences…