SHOULD I PURCHASE OR NOT’? A LITERATURE REVIEW OF COUNTRY-OF-ORIGIN EFFECT ON THE USE OF DOMESTIC BRAND

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F19%3A63523790" target="_blank" >RIV/70883521:28120/19:63523790 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

SHOULD I PURCHASE OR NOT’? A LITERATURE REVIEW OF COUNTRY-OF-ORIGIN EFFECT ON THE USE OF DOMESTIC BRAND

Original language description

Customer’s product identification with respect to country-of-design (COD), country-ofmanufacturer (COM), and country-of-assembly (COA) has become a driver or a communication tool regarding customers’ purchase intention and use of a product. This article, (1) reviews the literature in relation to the effect of country-of-origin (COO) on buyer’s evaluation of domestic products or brands, and (2) Proposed a conceptual model depicting the trajectory through which COO impact on consumer purchase intention towards a domestic product/brand. The current study implores a qualitative inquiry with a specific focus on document analysis as well as experts’ opinions. From the literature, it has emerged that countryof-origin effect (notably, COD, COM, and COA) plays a significant role in determining consumer’s buying decisions towards both domestic and foreign products. Additionally, it was discovered that country-of-manufacture determines a product/ brand evaluation (in terms of quality) relatively to COD and COA. Practically, the study is important for countries (especially resource-poor and developing countries) that need to increase manufactured exports and for firms that sourced/import products in countries different from where they are sold. Theoretically, it widens the concept of brand management with the interplay of COO effect on consumer purchase intention. Marketing inferences are drawn, and direction for future research is developed in the entire manuscript.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2019

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

DOKBAT 2019 - 15th International Bata Conference for Ph.D. Students and Young Researchers

ISBN

978-80-7454-893-2

ISSN

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e-ISSN

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Number of pages

11

Pages from-to

490-500

Publisher name

Fakulta managementu a ekonomiky, UTB ve Zlíně

Place of publication

Zlín

Event location

Zlín

Event date

Nov 6, 2019

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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