国内原产国理论研究综述

自Schooler1965年首次提出原产国效应这一命题以来,原产国效应理论一直是国际市场营销的研究热点。国内从20世纪90年代开始,也陆续涌现出大量关于原产地效应研究的文献。通过对国内近20年来有关原产国效应理论的主要文献进行了系统整理与分析,论述了国内原产国效应研究的主要领域和取得的主要成果并指出现有研究存在的局限与不足以及未来研究发展的方向。     

自主创新水平与原产国对消费者考虑集的影响——来自上海消费者的实证分析

自主创新水平体现了一个国家在某产业(或产品)上的研发创新能力,原产国体现了一个国家在某产业(或产品)上的生产制造水平。本研究在上海通过现场实验法获得数据,检验了自主创新水平及原产国对消费者决策过程中考虑集的影响。研究发现自主创新水平和原产国都能够影响到消费者考虑集中中国品牌所占的比重,自主创新水平与原产国的交互效应以及自主创新水平与价格水平的交互效应也都能够影响中国品牌在考虑集中的比重。     

感知质量与原产国对消费者评价的影响

关于感知质量和原产国对于消费者评价影响的研究是品牌领域的热点,基于中国消费者的数据,本文使用调解变量模型对5个来自于不同的发达国家和发展中国家的运动品牌进行研究,具体比较了这5个品牌在感知质量、原产国和消费者购买倾向上存在的差异。结果表明感知质量和原产国均显著正向影响消费者评价,感知质量的影响力更大,且原产国对感知质量的作用发挥有正向的调节作用。     

基于顾客的全球品牌资产研究

在全球营销时代,全球品牌有其独特的品牌知识构成与特殊的品牌反应及其不同的品牌资产机制,从而有不同的管理方法。因此,试图从全球化的视角来研究顾客的品牌资产,把品牌来源地形象划分为全球形象、原产国形象、本土形象。     

解读报关单栏目的对应关系（之二）

起运国(地区)、装货港、原产国是进口报关单填制的重要内容,它们不仅涉及到税率的确定,还对海关统计产生重大影响.在具体的报关实践中,它们也存在着一定的规律和逻辑对应关系.     

从货物的“经济国籍”中让利与得利

在国际贸易中，货物的原产地也就是货物的原产国，所谓货物原产国是指为国际贸易的目的、依据一定的标准所确定的生产或制造货物的国家，也是货物的“经济国籍”。     

重视品牌原产国的形象打造

从长远计，国家形象的塑造应该是多层面的，除了政府，还应该重视企业和民间的努力。尤其应当重视品牌原产国的形象打造。     

美国原产地标签法规的实施及启示

美国农业部分别于2008年7月29日和2009年1月15日正式发布强制性《原产国标签条例》（试用）和《原产国标签条例》（最终）（以下简称COOL法案）.COOL法案规定了牛、肉类、易腐农产品等必须强制性加贴原产国标签.美国方面声称立法意图是为了保护消费者的知情权.2009年2月20日美国农业部长Vil-sack发出致行业代表的信,提出《原产国标签条例》（最终）的实施在为消费者提供食品来源的附加信息和帮助食品生产商区分他们的产品方面至关重要.该法规的实施引起了加拿大、墨西哥等相关产品出口国的强烈反对,认为美国上述原产国标签制度属于贸易壁垒,违反了WTO规则,并上诉至WTO争端解决机构.201 1年11月和2012年6月,WTO争端解决机构分别作出初步与最终裁决,认为美国的原产国标签制度是技术法规,有违WTO规则,并要求于2013年5月23日前作出与美国多边义务一致的修改.2012年5月23日,美国农业部发布一份最终规则,修订分割肉类商品的标签规定以符合WTO的规定,但要求在标签中标注牲畜出生、生长和屠宰所在地的信息.虽然这份最终规则并未得到加拿大、墨西哥等相关国家的最终认可,但上述原产国标签制度依然在实施中.     

印尼 颁布进口植物检疫措施草案

印度尼西亚农业部农业检疫局近日颁布以新鲜球茎形式进口活植物产品的植物检疫要求及措施的农业部部令草案。该草案的植物检疫要求规定：进口的新鲜植物球茎应随附原产国及过境国出具的植物卫生证书,通过指定入境点入境并在入境点向植物检疫官通报及展示,以实施植物检疫。     

从新近WTO/TBT争端论技术性贸易措施的应对

2012年4月24日,WTO争端解决机构(DSB)通过了印度尼西亚诉美国影响丁香烟生产和销售措施案(以下简称"美国丁香烟案")上诉机构报告及经修订的专家组报告。同年6月和7月,DSB又分别通过加拿大、墨西哥诉美国原产国标签案(以下简称"美国原产国标签案")和墨西哥诉美国影响金枪鱼和金枪鱼产品进口、上市和销售措施案(以下     

Conceptualizing the country of origin of brand

With the globalization of international trade, consumers today are faced with a proliferation of products with multicountry affiliations (hybrid products). As such it is likely that the country of origin of manufacture of a hybrid product is no longer the most important determinant in the evaluation of brand image and product quality. This paper therefore extends prior country of origin research by conceptualizing the country of origin of brand as an alternative evaluation tool. In particular, an earlier definition of country of origin is revisited for its emphasis on the country of brand. We have also highlighted the strategic, conceptual and practical relevance in the form of future research propositions. The managerial implications are also presented.     

Consumer ethnocentrism,product necessity and quality perceptions of Russian consumers

Retail buyers in Russia have indicated that some customers have expressed a desire to purchase domestically produced products over imports. Consumer ethnocentrism has been proposed as a measure to provide retail buyers with the information necessary to market to these consumers. The purpose of this research is to determine if perceived product quality of products differs based on country of origin, product necessity and consumer ethnocentric tendency. A repeated measures ANOVA test indicates that perceived quality differs by necessity, by product, by country. A consumer ethnocentrism effect on the overall model, however, was not significant. We conclude that Russian consumers do perceive differences in product quality based on country of origin and product necessity, but that consumer ethnocentrism does not have an effect on perceived product quality.     

Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality

This research investigates how country macro and micro images associated with both brand origin (BO) and country of manufacture (COM) impact two main dimensions of brand equity-brand image and brand quality. Whereas BO images relate positively to both dimensions of brand equity, COM images exert an impact on brand quality, not on brand image. The typicality of the brand as a representative of the country of origin moderates the impact of BO on brand equity, such that the effects of BO on brand equity are stronger when the brand is more typical. The authors explore implications for theory and practice.     

Country of origin: A competitive advantage?

Country of origin has been identified in the literature as an important cue that might be used by global marketers to influence consumers' valuation of the brand. Its effect on consumer perceptions, affect and behavioral intentions has been widely documented, based on consumer surveys and laboratory experiments. Despite this empirical evidence, we argue that country of origin is only one extrinsic cue among many extrinsic and intrinsic cues available to the consumer in a real purchase situation. Furthermore, in real life, consumers are likely to engage in some level of information search, which would further dilute the country of origin effect in the marketplace. Based on these arguments, we conclude that country of origin might not necessarily lead to a competitive (dis)advantage in terms of a price premium or discount. For a sample of products, we show that the objective product quality varies significantly by country of origin, and that these differences are consistent with extant research on country of origin effects on consumers' perceptions. After controlling for quality differences across brands, we demonstrate that marketers from different countries charge prices that are justified by differences in product quality. Price premiums or discounts are therefore explained by differences in product quality rather than the image effect produced by the country of origin cue.     

Is the Country of Origin the Fifth Element in the Marketing Mix of Imported Wine?

Abstract

The research builds a theoretical understanding and managerial debate of country of origin effects for agricultural produce for which the growing country and region have been regarded as important bases for differential advantage. Especially, it is focused in the wine industry, which has faced unprecedented competitive marketing challenges over the last decade.     

Prioritizing Geo-References: A Content Analysis of the Websites of Leading Global Luxury Fashion Brands

ABSTRACT

The current study investigates the extent to which various types of references to geographic entities are being used in communications with consumers on global websites of 15 leading luxury fashion brands. Using the Relevance-Distinctiveness-Believability framework, we posit that references to country of brand origin and to relatedness to developed Western countries are the most distinct and relevant and will be used more frequently than references to brand globalness and non-Western developed countries. We also suggest that Caucasian (i.e., “White”) models will be depicted more frequently than other ethnicities to further connect brands to Western countries. The analysis of 3,750 explicit-verbal, implicit-verbal, and non-verbal geo-references supports our predictions. These results suggest that, at least for the luxury fashion industry, the value of references to the country of brand origin and to the brand's relatedness to Western countries is substantially higher than the value of brand globalness. The article discusses the applicability of the RDB framework for prioritizing different types of geo-references and suggests venues for future research.     

Do Product Components and Their Country-of-Origin Influence Product Evaluations?

ABSTRACT

The country of origin literature suggests that consumers attach pre-conceived notions about countries and their products during pre-purchase evaluations. The present research shows that when consumers are presented with information about the country of origin of motor vehicle components, they are able to differentiate between these and rely on country stereotypes in this evaluation. Based on a judgmental sample of 159 respondents, the findings suggest that consumers are able to discriminate between vehicle component systems from different countries and shows that there is a hierarchy of effects where consumers rank, in order of decreasing quality: German > Japanese > Australian component systems. The results also suggest that summary effects explain consumers' judgements about Australian, Japanese and German components, and halo effects appear to have a weak influence on their assessment of German components.     

Interactive effects of country of origin and product category on product evaluations

This research examined the effects of country of origin and product category on product evaluations for 21 countries and 18 products. As hypothesized, product evaluations were highest for highly-developed countries, followed by newly-industrialized, newly-marketizing, and developing-country groups. Further, the product-category and country-of-origin effects interacted such that, depending upon the country group, different product categories received more, equal, or less favorable evaluations compared to other product categories. Several variables and processes underlying these effects are identified and integrated into a conceptual model.     

Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity

Increased community awareness on various environmental problems has changed consumers’ behaviors and induced purchasing decisions on green products. Applying the theory of planned behavior (TPB), this study aims to explain the effects (i.e., attitude, subjective norm, and perceived behavioral control) on purchase intention of green skincare products; it also aims to determine if country of origin (COO) and price sensitivity moderate the links between purchase intention and its antecedences. Data collected from 300 respondents in Taiwan are tested against the research model by using structural equation modelling. The results indicate that attitude, subjective norm, and perceived behavioral control have a significant impact on purchase intention of green skincare products, and that country of origin and price sensitivity can enhance the positive effects on the links between purchase intention and its antecedences. The findings of this study present important theoretical and practical implications for consumer green product purchase behaviors.     

Foreign company misconduct and how consumers’ punitive intent is influenced by country stereotypes and the perceived similarity between the foreign country and the home country

Using a previously untested similarity contingency model of country stereotypes, this study assesses the effects of country stereotypes, perceived country similarity, and their interplay on emotion-driven punitive intent toward foreign, wrongdoing companies. In Study 1, positive country stereotypes (warmth, competence) mitigate punitive intent by diminishing agonistic emotions (contempt, anger, and disgust). Study 2 demonstrates that perceived similarity with a wrongdoing company’s country of origin moderates the indirect effects of country stereotypes on emotion-driven punitive intent. Compensatory effects between country stereotypes and perceived country similarity emerge; with greater (lower) perceived country similarity, the indirect effects of country stereotypes on emotion-driven punitive intent are weaker (stronger). The results provide companies with relevant insights into (1) why consumers emotionally react as they do to wrongdoing companies of different nationalities and (2) how to counterbalance negative effects of company misconduct by harmonizing elements of countries’ warmth, competence, and perceived country similarity in branding and communication content.