Using an experimental design setting, this study investigates how global firms can make use of warranty strategies to influence consumers’ evaluations of hybrid products that are designed in one country and manufactured in another. The results confirm that consumers tend to perceive lower...

Purpose – The purpose of this paper is to provide an in‐depth examination of country‐of‐origin (COO) perceptions of consumers in a multinational setting. It shows how explanatory factors like demographics, familiarity with a country's products, purchase behaviour and psychological...

Purpose – The purpose of this paper is to offer a new perspective of country of origin effects on consumers' brand personality perceptions of domestic and imported automobiles. It aims to assess the perceived similarities and differences between automobiles from two countries with respect to...

Extends the diffusion of innovations paradigm to today’s pluralistic marketplace by introducing the concept of multiple diffusion, whereby an innovation diffuses in multiple sub‐social systems, each with a distinct pattern of adoption, that together comprise the aggregate diffusion pattern...

Marketing researchers and managers are interested in understanding how consumers utilize country‐of‐origin (COO) information in evaluating foreign products. Argues that factors operating at the individual consumer’s psychological level may offer additional insight into how consumers...

This article examines the effects of brand image country image and familiarity with both brand and country on consumer evaluation of binational brands. Specifically two sub‐constructs of country image: overall image and product specific image and three different types of familiarity: product...

Presents the results of a survey conducted among 194 retail salesmen of electronic equipment and 190 male consumers. According to salesmen, country of origin is a much less important attribute for shoppers of video‐cassette recorders and themselves than brand reputation. For the purpose of...

Reports the findings of a study conducted among 135 Bulgarian consumers, examining their perceptions of products from five Asian Pacific countries. The most common source of information for evaluating these products was experiential knowledge, coupled with opinions from friends. Among the...

Country‐of‐origin research has frequently found country markings to affect consumer product evaluations, providing country‐of‐origin markings a unique opportunity to become an evermore important element in the global strategic mix. However, marketing literature has been delinquent in...

There is much research suggesting that the image consumers hold about a product’s country of origin can influence their purchase decision, but little empirical work has focused on the underlying cognitive processing. A flexible model is devised and tested to represent country image processing,...