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Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, to how small retailers can combat the practice of “showrooming” by consumers comparing online prices with mobile devices.
This book evaluates Country of Origin (COO) research from new critical perspectives, providing insights on how COO shapes both consumer behaviour and business trends, and how marketers can overcome or take advantage of COO in their strategies. The contributors explore a variety of strategies for utilising Country of Origin, including how country image can influence market entry positioning strategies, and how brand heritage can be utilised as a communication tool. There is also a study of what percentage of online products require COO identification, and whether this percentage correlates to customer satisfaction. Several contributors look at consumers’ preference for food in relation to COO and authenticity, and further chapters explore the impact of consumer identification with a nation on how they evaluate brands. As Country of Origin is increasingly evaluated by consumers and used by marketers to safeguard locally-owned products, this book will be of interest to those studying the relationship between country-authentic brands and their promotion in the global marketplace. This book was originally published as a special issue of the Journal of Promotion Management.
Inhaltsangabe:Abstract: Consumers have significantly different country images or general perceptions about products made in different countries. Consumers use country image in product evaluation because they often are unable to detect the true quality of a country's products before purchase. Extensive research on the impact of country of origin on buyers evaluations of products has been reported in international marketing literature. This study concerns the German beer industry: threatened by imported 'impure' beer, facing a declining and very competitive domestic market many small and medium sized enterprises are beginning to take exporting as an option into consideration. The question is how German beer is perceived in the UK and whether the country image should be utilised in the promotion of new product offerings. The first part of this dissertation provides an overview of the country of origin (COO) literature by compiling and discussing findings regarding the way it operates, the factors influencing value and magnitude, and limitations of previous studies. The market attractiveness of the UK beer market was assessed and compared to the situation of the German market. The primary research of the second part consists mainly of a consumer based attitudinal survey. The sample was restricted to 18-36 years old premium beer drinkers. For this sample COO has only a minor direct influence on the purchase decision. COO should, nevertheless, be communicated because it is likely to have an influence on the quality perception of beer and foreign origin is a prerequisite for being seen as a premium beer. German beer is perceived as being superior in terms of quality and taste. That is one factor contributing to the attractiveness of the UK market. The market is also attractive in terms of size and future growth. The marketing mix should be consistent with a differentiation strategy of a premium beer. A country image dimension might be part of a unique brand image. Inhaltsverzeichnis:Table of Contents: Introduction and Objectives1 1.1Introduction1 1.2The need for information2 1.3Research objectives and information needs3 1.4Organisation of this report3 Literature Review5 2.1Introduction5 2.2The Effect of Country-of-Origin6 2.2.1Country-of-Origin as an Extrinsic Information Cue6 2.2.2Halo and Summary Construct8 2.2.3Country image as a multidimensional construct9 2.3Factors Impinging on Value/Direction and Magnitude of COO [...]
Various phenomena in the global economy, such as intensifying firm internationalization and international sourcing resulting in a growing number of hybrid products, raise the question of whether the country-of-origin (COO) and the country-of-origin effect (COE) still matter in contemporary international business. This book points out various aspects of COO, its dimensions and COE that remain significant challenges for consumers, companies and brands not only from emerging and developing countries but also from developed ones. This edited book offers a multifaceted approach to COO and COE. It explores COO communication/neutralization, economic and legal issues, as well as semiotic and anthropological aspects of COO communication in advertising. The book also discusses the impact of COO on consumer behaviour, including in the luxury goods market, and the role of consumer ethnocentrism. It takes a novel, interdisciplinary approach to the field, covering various aspects of the COO, its implications for international business, further theoretical developments within this phenomenon and empirical evidence delivered by scholars representing different fields of science. This book is addressed predominantly to the academic community – academics, scholars and upper-level students – in international marketing, international business and consumer behaviour.
'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book helps to push the made-in research agenda forward at the same time as it provides practitioners with new ideas they can apply to their brands.' – Nicolas Papadopoulos, Carleton University, Canada The country of origin of goods and services can have positive or negative effect on customers' intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; 'made-in topics' in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts. This original work will prove to be a valuable resource for students and researchers of international marketing and strategy as well as policy makers.
This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. It provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in making a difference. Organisations are interwoven with the society in which they operate and are thus commonly expected to shoulder some responsibility in advancing that society. While there has been significant academic and practitioner focus on corporate social responsibility (CSR), research is often limited to the organisational benefits and implementation of CSR initiatives, this book presents a broader perspective. It highlights a variety of players and approaches that are making a difference to their various stakeholder groups, specifically in the areas of sponsorship, consumer behaviour, education, health and innovation.
​This volume includes the full proceedings from the 2005 Academy of Marketing Science (AMS) Annual Conference held in Tampa, Florida, entitled Marketing, Technology and Customer Commitment in the New Economy. It include papers aimed to create awareness of the issues, trends, and advances associated with current global marketing challenges. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.​
"This collection compiles research in all areas of the global information domain. It examines culture in information systems, IT in developing countries, global e-business, and the worldwide information society, providing critical knowledge to fuel the future work of researchers, academicians and practitioners in fields such as information science, political science, international relations, sociology, and many more"--Provided by publisher.