Browsing by Subject "Country of origin"

Now showing 1 - 4 of 4

Open Access
Consumers' use of country-of-manufacture information: Turkey versus the U.S.A.
(Allied Academies, 2016) Kurpis, L. V.; Helgeson, J. G.; Ekici, A.; Supphellen, M.
Globalization and the growth of international trade increase the importance of strategic decisions involving the positioning of brands for successful entry into foreign markets. One of these marketing decisions concerns whether the use of the country-of-manufacture information should be emphasized or masked in brand positioning. Country-of-manufacture (the "made in") information has been shown to influence consumers' purchase decisions. However, a number of researchers have been recently questioning the universality of this impact by pointing out at the instances when consumers stated or demonstrated that the country-of-manufacture information did not significantly influence their purchase decisions. The purpose of this study is to expand our understanding of the boundary conditions for the country-of-manufacture (COM) effect. Specifically, this study examines whether the consumers from Turkey (an emerging market) or the U.S.A. (a developed market) differ in their reliance on the country-of-manufacture information. The study was conducted in non-laboratory setting, a condition that provides a more rigorous test for the study hypotheses since the influence of the country-of-manufacture information cue was examined in our study in the presence of many other information cues (product appearance, retailers' reputation, salespeople advice, etc.) that could have potentially weakened the country-of-manufacture influence on consumer decisions. The results indicate that consumers in Turkey rated the COM importance higher, were more aware of the country-of-manufacture of their recent purchases, and cited the "made in" information as a purchase-influencing factor more frequently than consumers in the U.S.A. The effects of country/culture was significant even when the data were adjusted for individual differences in consumer ethnocentrism, and the influence of income, age, and education were taken into account. Consumers' age, income, ethnocentrism and perceived importance of brands as sources of product quality information were positively related to COM importance in both countries while retailers' role as guarantors of product quality was negatively related to COM importance in the U.S.A only. This exploratory study has tested the differences between Turkish and American consumers' perceptions of the role of retailers as guarantors of product quality and their reliance on brands (ratings of brand importance). As expected, Turkish consumers gave higher ratings to brand importance and lower ratings to retailers' role as guarantors of product quality. Several possible explanations including cultural differences and stage of market development were discussed in this explanatory study.
Open Access
Consumers’ use of country-of-manufacture information? Norway and the United States : ethnocentric, economic, and cultural differences
(Routledge, 2017) Helgeson, J. G.; Kurpis, L. H. V.; Supphellen, M.; Ekici, A.
The influence and use of the country-of-manufacture (COM) information on purchase decisions is examined in Norway and the USA in a nonlaboratory setting. Ethnocentrism, dependence on imported products, market size, and cultural difference are variables that may have led to differences in measured behaviors between Norway and the USA. Respondents in Norway showed less ethnocentrism, were less aware of COM, and showed no difference in the rating of COM importance, but cited self-reported COM as a purchase influencing factor more frequently than consumers in the USA. The overarching finding is that COM is rarely used by the studied consumers in actual purchase decisions with little difference found between Norway and the USA. © 2017 Taylor & Francis Group, LLC.
Open Access
Experiential nature of product-place images: image as a narrative
(Association for Consumer Research, 1999) Ger, G.; Askegaard, S.; Christensen, A.
This paper takes an interpretative approach to imagery related to country of origin and proposes a conceptual framework based on stereotyping and experientially constructed meaning. Countries and nations engender mythological narratives in other countries as they become part of the signification process concerning Aforeign-domestic@ and Acountry X-country Y@. This depth in meaning is best captured through an experiential approach. We suggest that the dimensions of place, product, market context and usage context are central to understanding contextualized product-place images (CPPIs). Furthermore, we suggest interpretive methodologies to assess CPPIs. Demonstration of the strength of this approach rests on ongoing empirical research.
Open Access
An exploration of Turkish identity and comparison with the image of Turkey
(1996) Bozdag, İpek
Image of a product plays an important role in purchase decision. This image concept consists of the design, the performance and other attributes of the product as well as its brand name, name of its producer and its country's image. If a nation has a particular self-construction, it will interact with others according to this construction. Therefore, if the nation reflects its constructed self while interacting with others, image of that country according to foreigners will be affected by the national identity. In this study, the identity of Turks, based on the thoughts of Turkish businesspeople and students is explored. The explored identity is compared with the Westerns' percieved image of Turkey. Depending on·· the analysis and comparisons, it is found out that, the foreigner's image of Turkey really reflects their identity and it seems that Turkey's national identity has an effect on the foreigner's image of Turkey. As a result, by considering both the image and identity of Turkey, some recommendations are made to improve the negative image .of Turkey and to occupy a distinct and valued place in the target consumer's mind.