I use it but will tell you that i don't

Autor(en)

Marc Herz, Adamantios Diamantopoulos

Abstrakt

Despite extensive evidence that a brand’s country-of-origin (COO) affects consumers’ brand evaluations and behavioral intentions, consumers are often reluctant to admit this influence. Challenging the proclaimed irrelevance of the COO concept, the present study assesses the phenomenon of COO cue usage denial, an unconscious defense mechanism that consumers apply to maintain an acceptable self-image. Drawing on self-affirmation theory and based on two experimental studies (combined N = 462), the authors demonstrate that a substantial proportion of consumers are influenced by the COO cue when assessing brands, despite claims to the contrary. Such consumers not only differ from consumers who do not know a brand’s COO but also modify their brand assessments and behavioral intentions when exposed to a COO change. This study also develops a consumer typology based on both the stated (self-reported) and actual influence of a brand’s COO, thus highlighting the importance of segmenting consumers according to their susceptibility to COO influences. The authors discuss several theoretical and managerial implications and identify directions for further research.

Organisation(en)

Institut für Rechnungswesen, Innovation und Strategie

Externe Organisation(en)

kleinundpläcking

Journal

Journal of International Marketing

Band

25

Seiten

52-71

Anzahl der Seiten

20

ISSN

1069-031X

DOI

https://doi.org/10.1509/jim.16.0051

Publikationsdatum

03-2017

Peer-reviewed

Ja

ÖFOS 2012

502052 Betriebswirtschaftslehre, 502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Marketing, Business and International Management

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/5a869dd0-2365-4a13-9789-5b7136053147