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

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

11

Strana od-do

490-500

Název nakladatele

Fakulta managementu a ekonomiky, UTB ve Zlíně

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

6. 11. 2019

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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