The “Pricing Footprint” of Country-of-Origin: Conceptualization and Empirical Assessment

Autor(en)

Adamantios Diamantopoulos, Michaela Matarazzo, Maria Gabriela Montanari, Anastasiya Petrychenko

Abstrakt

Drawing on equity theory, we apply Van Westendorp’s Price Sensitivity Meter (PSM) to compare the “pricing footprints” of a brand originating in countries differing in their country image favorability. This footprint is captured by the different price levels for which consumers perceive the brand to be (a) too cheap (i.e. raise concerns about its quality), (b) cheap (i.e. seem like a bargain), (c) expensive (i.e. not cheap but would still consider buying it), and (d) too expensive (i.e. priced so high as to prevent purchase). Based on two studies conducted in Ukraine and Brazil, and controlling for several consumer dispositions, we find that differences in country image do not always translate into significant differences across all components of the pricing footprint. Moreover, even if such differences are observed, they do not apply to all target countries. Implications for country-of-origin research and practice are considered and suggestions for future research made.

Organisation(en)

Institut für Marketing und International Business

Externe Organisation(en)

Università degli Studi „Guglielmo Marconi“, Universität Wien

Journal

Journal of Business Research

Band

135

Seiten

749-757

Anzahl der Seiten

9

ISSN

0148-2963

DOI

https://doi.org/10.1016/j.jbusres.2021.07.011

Publikationsdatum

06-2021

Peer-reviewed

Ja

ÖFOS 2012

502052 Betriebswirtschaftslehre, 502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Marketing

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/46aa4366-0763-4d5d-8e07-10ab4b8f77c9