Title
How Do Market Characteristics Influence Brand Country Of Origin Effects?
Publication Date
2015
Document Type
Article
Abstract
Given that brands are important for consumers’ recognition of country of origin (COO), recent investigations have focused on the influence of county of brand (COB) on consumers’ purchase decisions (Martin Martin and Cerviño 2011). Based on information diagnosticity theory, we propose that the effect of COB on product evaluations depends on the market characteristics of a given product category.
COinS
Comments
Yang S., Jimenez F., Hadjimarcou J., Frankwick G. (2015) How Do Market Characteristics Influence Brand Country Of Origin Effects?. In: Robinson, Jr. L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham