Dimensions of the Country of Origin Effect and their Measurement

Ewa Magier-Łakomy, Monika Boguszewicz-Kreft

Abstract


The influence of the country’s images on consumer attitudes has been defined as the country of origin effect. The aim of the paper was to verify a hypothesis about multi-dimensionality of COO effect. Four dimensions have been introduced: innovativeness, diversity, quality, prestige. The data have been collected with the use of the survey questionnaire. Analysis of variance and t-test have been applied. Although the evaluation is rather globally oriented (positively or negatively), the differentiation of the evaluations from particular countries depending on the criteria confirms multidimensional character of COO effect. The knowledge about how the evaluation of particular dimensions of the COO is shaped may prove helpful in development of marketing strategies in foreign markets.

Keywords


country-of-origin (COO) effect; country of origin image; COO effect’s dimensions; attitude; Polish consumers; consumers’ behaviour

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DOI: http://dx.doi.org/10.17951/h.2015.49.3.125
Date of publication: 2015-08-12 10:29:43
Date of submission: 2015-08-12 09:31:29


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